Facebook, Inc. (now Meta), turned 18 years old at the beginning of this month. That’s right, Mark Zuckerberg’s baby is now a legal adult.
Makes you feel old, doesn’t it?
Over the years the site has become a more video-centered platform, as there are now more than 4 billion video views on Facebook every day. In this post, we will discuss 10 important statistics to keep in mind when posting videos to your business’s Facebook page.
1. In total, Facebook has an advertising audience of 2.14 billion
That’s more than 25% of the world’s population. So it is very important as a business owner, to use Facebook as one of your advertising tools
2. 500 million people use Facebook Stories daily
Facebook “Stories” were introduced to the platform in 2017 and have only grown more and more popular since then. These “stories,” which would only remain on the user’s account for 24 hours, were Facebook’s response to then popular competitor Snapchat. Though posting a story may seem obscure, we should do our best to use “stories” with video to reach potential clients with more than just feed posts.
3. By 2024, Facebook will represent 30% of online video ad revenue globally
It is estimated that by the end of 2024, the global revenue for online video advertising will grow to $120 billion, with Facebook representing $35 billion of that revenue. This projection shows that the increase of promotional videos on Facebook will only continue to grow. Small businesses should invest in a continued video presence on the platform NOW so that they can grow with the Metaverse.
This means that videos that are uploaded directly to Facebook, rather than sharing a Youtube link to the same video, are more successful in reaching your audience. It may take a little more time but the results are well worth it.
4. The highest engagement days on Facebook are Tuesday, Wednesday, and Friday
As social media platforms continue to update their interfaces, trying to keep up with strategized posting schedules can be difficult.
As of 2022, with our world going somewhat back to normal since the beginning of the COVID-19 pandemic, Tuesdays, Wednesdays, and Fridays are proving to be the most optimal days to post.
5. Facebook users favor livestreams over prerecorded videos
Since 2020, the probability of your audience watching a livestream is 4 times higher than that of a prerecorded video posted on your feed, according to the Social Media Examiner. Given its massive global reach, Facebook livestream video engagement is on average 26% higher compared to other social media platforms.
Posting live videos can be daunting, but if the possibility of embarrassing ourselves comes with four times more potential clients, then count me in!
6. Videos with numbers in titles are likely to receive more views
As drawn to Buzzfeed quizzes as we are to “Top 10” lists, numbers are concrete to the human mind and have shown to be very effective in bringing potential customers to business pages. Just think of all the times you’ve searched for or clicked on a “10 Best _____s of 2021” article, (fill in blank with your own obsessions).
Something to keep in mind when writing titles or adding text to your video content.
7. 85% of all videos viewed on Facebook are played on mute
Statistics show that the greater majority of videos watched across Facebook (and social media in general) are done so without sound.
Why is this?
For myself, it’s because I’m trying to watch ‘Which Celebrity Makes The Best Fried Chicken?’ in the breakroom without alarming the other crew members.
Why is this important?
This statistic is the best reminder to include closed captioning with your video so viewers like myself can note exactly which brand of chips to buy for Snoop Dogg’s potato chip fried chicken.
On that note, statistics also show that captions boost viewing time by 12%.
8. A call to action placed in the middle of the video has the highest conversion rate at 17%
Videos with a call to action in the middle capture viewers at the point when they are most intrigued.
Using clickable power words such as: “You,” “Free,” “Now,” and “New” in a visual call to action during the halfway point of your video is statistically the most prosperous way to secure your audience’s journey to your website.
9. Vertical videos draw the highest rates of engagement
Between landscape, square and vertical formats, vertical has the highest engagement rate at 0.35%. With more than 98 percent of users accessing Facebook via mobile phone, vertical videos have proven to be the most successful with capturing attention and engagement from viewers.
10. The average watch time for Facebook videos is 10 seconds
When a Facebook video is watched for longer than 3 seconds, it counts as a view. If the video is watched for longer than 10 seconds, it means that viewers are invested in your content and taking it in.
Creators and small businesses have to draw viewers in with a good hook and bring them in with a call to action I mentioned above.
Follow us on Facebook and see how we use video!