Branded Video Engagement On Facebook Driven By Food And TV In 2017

Branded video engagements on Facebook increased by nearly a third in the last quarter, according to a new report by Shareablee. Ranging from do-it-yourself instructional videos to comedy, the findings show that even relatively new brands can drive engagement on the platform.

BuzzFeed, driven primarily by its Tasty brand, ranked as the top branded video creator on Facebook in 2017 with 11.6 million engagements. Turner ranked number two with 11.2 million engagements, per Shareablee.

The top 50 media companies generated more than 35,000 total branded videos on Facebook and 96 million branded video engagements in the fourth quarter of 2017—an increase of 29 percent year-over-year.

BuzzFeed, Turner and Group Nine Media (The Dodo, Thrillist, Seeker, NowThis) drove 33 percent of all views for branded content videos posted on Facebook by the top 50 US publishers. Tasty and Group Nine Media were both founded in 2016, illustrating how new brands can engage Facebook users on a massive scale.

TV networks attracted the highest increase in engagement, with a 79 percent jump year-over-year in the fourth quarter. Adult Swim ranked number one with 2.3 million video engagements, followed by Food Network with 1.6 million. Turner’s Adult Swim, Food Network, HGTV, MTV and ESPN were the top TV networks on Facebook.

“Branded video, published socially, is rapidly becoming one of the most important new advertising formats for marketers to reach and influence their customer,” said Tania Yuki Shareablee founder and CEO in a statement. “This is particularly true in a changing landscape when it comes to how content is prioritized on Facebook.”

Engagements are defined as reactions, shares and comments. The study did not mention how many branded videos were promoted through paid advertisements.

Facebook rolled out its big News Feed algorithm change last month that prioritizes friends and family. The move continues to whittle away organic reach for brands while rewarding those who create meaningful interactions.

Users spent 50 million fewer hours a day on Facebook after the latest News Feed change, the company reported. Time will tell how the change will impact branded videos on the platform, especially in terms of organic reach. Last year, Facebook delivered the best ROI across mobile devices alongside Google.