New research has revealed that only 1.2% of social video on Facebook goes viral (i.e. over 1 million views). Social video refers to short-form video content specifically created for driving engagement on social networks.
The research comes from Wochit, a social video creation platform, who analysed more than 4,000 videos from over 100 publishers around the world during a three month period.
From this data, “popular social videos” (defined as between 100,000 to 1 million views) amounted to 16% of these 4,000 videos and accounted for 40% of all views and 33% of all shares in this three month period. The remaining 84% of these videos amounted to only 18% of all views and only 7% of all shares during this period, for these publishers.
The critical impact virality can have for publishers is also clear, as the research found that of those videos which did go viral (i.e. over 1 million views), they accounted for 60% of all shares for a publisher over this three month period of time.
The Social Video Index from Wochit also reveals the average performance of video content from publishers on Facebook. On average, globally, publishers’ video content is:
- Viewed 100,000 times
- Shared 1,000 times
- Liked 1,400 times
- Has 140 comments
- Videos running 60 to 90 seconds get the most views
- Videos running 30 to 60 seconds get the most shares
- Square videos get six times more shares and three times more views than horizontal ones
- News content is shared twice as often as entertainment content
Dror Ginzberg, Co-Founder & CEO of Wochit said: “Video virality is what every publisher is now aspiring to, but as our research shows, it is quite difficult to achieve. However, it can be done. Understanding what video content resonates with your audience is a critical first step, but so is tracking the metrics relating to your social video output. These metrics can offer a great insight into what is and isn’t working and enables publishers to change their strategies to suit their audience’s ever evolving tastes.”