Posts Tagged "native videos"

Native videos posted by publishers’ Facebook Pages average 268% more shares than article links

By Medialooker on Jul 16, 2016 in Blog | 0 comments

Our analysis of Facebook data, sourced from NewsWhip, hints that the latest News Feed tweak may mean more native videos, fewer links from publishers’ Pages. Facebook execs already believe that people’s news feeds “will be probably all video” in five years. Maybe a lot sooner when it comes to the publisher portion of people’s feeds after Facebook’s latest algorithm change rolls out. Late last month, Facebook announced a tweak to the uber-arbiter news feed algorithm that will make Pages’ organic reach more dependent on people sharing their Page posts. “We encourage Pages to post things that their audience are likely to share with their friends,” Facebook engineering director Lars Backstrom wrote in a company blog post advising Page owners that their organic reach and referral traffic may drop as a result of the change. So what are those “things” for Pages to post that people on Facebook are most likely to share? If you’re a publisher, they appear to be videos people can watch without leaving Facebook way more often than they are links to a publisher’s site, based on Facebook data collected through social news analytics tool NewsWhip. I used NewsWhip’s analytics tool to pull data for the 15 most popular publishers on Facebook, according to NewsWhip’s April 2016 list (the most recently available list). I’ll get in the weeds on the exact data I pulled at the bottom of this post, but for the sake of not alienating those uninterested in an itemized list, I looked at the 300 most-shared videos, the 300 most-shared photos, the 300 most-shared text posts and the 300 most-shared links across those publishers’ Facebook Pages — including some Pages connected to those publishers; I’ll explain that later — as well as the 300 most-shared links to their sites posted to Facebook by normal people. Before we get into the stats, let’s parse what Backstrom said in the aforementioned blog post about how Facebook’s tweaked algorithm will look at Page posts. “[I]f a lot of your referral traffic is the result of people sharing your content and their friends liking and commenting on it, there will be less of an impact than if the majority of your traffic comes directly through Page posts,”...