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Research reveals that only 1.2 per cent 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 per cent of these 4,000 videos and accounted for 40 per cent of all views and 33 per cent of all shares in this three month period. The remaining 84 per cent of these videos amounted to only 18 per cent of all views and only 7 per cent 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 per cent 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:
Ten Ways Content Creators Can Become Part Of The One Per cent
Considering that video now accounts for over two thirds of all internet traffic, these findings provide food for thought for publishers who are not only seeking virality but also to monetise their video content. Wochit suggests ten ways for publishers to increase chances of getting content to go going viral:
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.”
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