Facebook video series see higher engagement

BI Intelligence

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Some publishers are finding that serialized video programming on Facebook is garnering more views and engagement than standalone, one-off videos, according to Digiday.

Media company Attn’s video series “America Versus” averages 30 times more views and shares than its standalone Facebook videos. The Tab’s video series “Is It Just Me?” receives eight times as many likes, comments, and shares than its individual videos. Video series performing well on Facebook can help the platform land more TV-like videos, help pitch itself to TV brand advertisers, and change user behaviors:

• It can help Facebook secure more TV-like content. Facebook could tout these numbers to incentivize publishers to create additional long-form content series. Eventually, Facebook could consider moving high quality series to Watch, its recently rolled out platform for TV-like content.
• It positions Facebook to capture more TV ad spend. More TV-like content means more high-quality ad inventory for Facebook to run mid-roll ads in. This could help Facebook in its pitch to TV brand advertisers. Moreover, this builds on Facebook’s recent decision to let advertisers decide between buying mid-roll ads that run during video content or as sponsored posts in the News Feed, which also can help Facebook attract TV ad spend.
• This could cause users to start actively seeking out video content on Facebook. Rather than passively scrolling through short-form videos in the News Feed, users may begin to actively seek them out if the platform successfully acquires high-quality, TV-like content. Facebook could then challenge YouTube — where users are already looking for such content — for some of its viewers.

Kevin Gallagher, research analyst for BI Intelligence, Business Insider's premium research service, has put together a report on social media demographics that highlights the key audience demographics for six major social platforms: Facebook, Instagram, Snapchat, Twitter, LinkedIn, and Pinterest. It also:

• Breaks down the reach of social platform audiences in terms of age, income, education, and gender. 
• Examines how time spent and monthly users across major age brackets have changed in the past three years. 
• Explores the preferences of US teens and young millennials, and how they're changing. 
• Identifies the most important demographic changes that advertisers should monitor as social platforms continue to grow. 

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