Video has permanently been a highly engaging part of the Facebook experience.

But how many pages hold incorporated film in their digital strategy?

Who goes live on Facebook?

What’s the ideal film part pro greater engagement?

Over 3 million film posts answer your questions.

By making a comparison with the preceding day, in 2021 in attendance are four major changes worth to be taken into consideration by social media managers while mounting a interaction strategy:

Live video’s treatment has increased with 55%, from 12% to 18,8%
Videos assure a CTR of 29, 66% pro small accounts
Vertical videos are the the majority used format
Captions shorter than 10 language drive greater engagement

Going even deeper into the have a bearing, this study will uncover data-proven paramount practices on how your selling can create film content pro Facebook with the purpose of both engages and converts.

We’ve attached our forces with Wave.Film in order to consider it how brands are using Facebook film marketing to promote their selling and drive conversations.

Here is I beg your pardon? We learnt!⇣

Facebook film strategy in 2021

A. Summary

B. Key findings

1. Shorter captions combined with vertical videos hold the likely of increasing engagement charge from 0.29% to 0.44%.

Vertical videos are the the majority engaging film format
2. The treatment of live videos has increased by 55% in 2021, accomplishment a percentage of 18,8% from the unmitigated Facebook videos.

3. Pages with not as much of than 5k followers hold a CTR of 29,66% while incorporating videos.

4. Only 15,5% of all Facebook content is film.

5. The optimal film part pro better engagement is connecting 2 and 5 minutes.

6. Live videos with the purpose of live concluded solitary hour growth engagement from 0.26% to 0.46%.

C. Methodology

A. Summary
Reading this study, you’ll discover:

How Facebook film format evolved concluded the live day – we let slip I beg your pardon? Type of film format is used more normally on Facebook.

How often are brands reorganization videos on Facebook – we discover how often are videos posted and I beg your pardon? Size of pages advertise more videos on Facebook.

The advantage of live videos compared with the pre-recorded ones – this section reveals I beg your pardon? Type of videos make brands wish and the differences in results their strategy achieves.

The impression of film descriptions on engagement – we discover the ideal film kind part on Facebook.

How long your Facebook videos be supposed to be – we look next to the part of live videos, as well as the part of pre-recorded ones

B. Key findings
Here’s a sweet taste of what’s in this describe:

Vertical videos generate superior engagement charge on Facebook across all profile sizes.

The treatment of live videos has increased with 55% compared to 2021, accomplishment a percentage of 18,8% of the unmitigated Facebook videos.

The treatment of videos pro brands with not as much of than 5k followers assures a CTR of 29,66%.

Over 15.5% of all Facebook content is represented by videos.

Captions up to ten language are really the paramount shot next to increasing your engagement rate up to 0.44%.

The optimal film part pro better engagement across all pages sizes is connecting 2 and 5 minutes pro uploaded videos.
No occasion?

Here’s a PDF version of this study so you can read the Facebook film metrics afterward on ?

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1. Facebook’s film treatment is increasing, accomplishment a percentage of 15,5% in 2021

It is afar one doubt with the purpose of the introduction of film format had a large impression on social media content strategy.

Many fill think with the purpose of businesses be supposed to involve this type of content, as it would be in their paramount concern to increase interaction with likely clients.

And the data shows with the purpose of this is exactly I beg your pardon? Is episode.

Video has permanently been on the originate.

Slowly, but surely, more and more brands vote for this type of column day by day.

This is I beg your pardon? Mari Smith, Facebook expert says nearly Facebook videos.

Compared to live year’s Facebook metrics, which indicated a treatment of 12%, it becomes net with the purpose of Facebook film marketing appears steadily on the originate, in 2021 accomplishment ethics up to 15,5%.

This chart presents in I beg your pardon? Percentage every one type of column is thin on Facebook.

Facebook is still a photo-sharing platform pro the majority brands.

While brands step a greater organic attain using videos, the majority brands vote for to advertise photos on Facebook.

Bigger accounts, typically owned by superior brands, are reorganization 16,83% of Facebook film content.

Minute accounts advertise no more than 12,51% of film content on Facebook.

This chart shows in which percentage accounts of poles apart sizes advertise videos on Facebook.

2. Vertical videos with a kind part up to 10 language growth engagement charge from 0.29% to 0.44%
Before opening to probe the Facebook film data, it is chief to hold a net understanding of the evolution of its content formats and which content is at this time lucrative.

This is Dorien Morin van-Dam’s (community manager) figure nearly Facebook videos.

If you’re looking to step the the majority elsewhere of your content, in attendance are a little decisions you need to give somebody no option but to facing you even press “Record”:

What is this film nearly?
What format installation paramount?
How long be supposed to I highest?
To better understand the impression of every one and all solitary of these decisions, we junction to data. ??

Vertical videos growth the engagement rate on Facebook pro all profile sizes.
This graphic shows the be around engagement rate in comparison with the evolution in occasion of poles apart Facebook videos formats.

If in 2020, landscape was the the majority used film format by brands, the vertical film format skilled a surprising originate, accomplishment a pinnacle in evolution 2021.

Now, let’s consider it somewhere things shelf in provisos of engagement in 2021 pro every one profile size.

This chart shows the engagement of all film format pro videos on Facebook.

From a glance, it seems with the purpose of vertical film is the the majority engaging format type of cotent on Facebook.

Depending on the account’s size, this type of film is the solitary with the purpose of can generate an be around engagement rate connecting 0.20% and up to 1.77%, as in the lawsuit of small profiles.

Which we hold to say, is massive in provisos of Facebook engagement stats.

This is the figure of track Chappell figure involving Facebook videos.

A caption part with not as much of than 10 language can raise the engagement of your film posts to an be around of 0.44%.

Data shows with the purpose of it’s not permanently adequate to create a weighty film.

The amount of occupation plant into a weighty film results in nothing if fill don’t press be flippant or engage with it.

This graphic shows the be around engagement by caption lengths of Facebook videos.

If live day longer descriptions were a article, in 2021 you be supposed to consider combination your videos with shorter captions, since individuals seem to carry out better.

3. Videos on Facebook assure a CTR of 29,66% pro small accounts
When conversation nearly ads and compensate for each click platforms, Facebook remains run to solitary.

Also, set the massive impression of film marketing these days, it is very chief to know how much traffic you can step using this type of content, compared to all the other ones.

This graphic shows the be around ctr pro Facebook videos compared to all the other type of posts.

Given its more entertaining nature and power of presenting more in order in a brief phase of occasion, videos brings more traffic across all profile sizes.

For slighter accounts the CTR pro Facebook videos is 29,66%.

Whether it’s an want ad or a minimal column, fair imagine the traffic growth likely and probable conversions and sales, fair by calculation more videos into your content arrange pro Facebook.

4. Live videos are on the originate, increasing its treatment with 55% since 2020

Pre-recorded videos give somebody no option but to up pro 81.13% of the available videos, while live videos consist of no more than 18,87% – there’s still an growth of 55% compared to 2020.

This image shows the treatment of live videos on Facebook.

This decision might hold its explanation in the reality with the purpose of it’s much “safer” to construct and edit a film, giving you sated control concluded I beg your pardon? You need to include or exclude from a recording.

This graphic shows what’s the be around engagement of live videos on Facebook.

But in veracity, fill are fair not as interested in over-polished content.

It’s veto secret with the purpose of authenticity is the paramount strategy.

While you can still hang on to several authentic traits in pre-recorded videos, a brand gains personality in the course of live videos with real fill.

In the role of attestation, live videos step twice over the engagement.

This is a figure from Mari Smith associated to Facebook videos.

5. The optimal film part pro better engagement is connecting 2 and 5 minutes

When it comes to film, Facebook looks next to three factors:

Loyalty and intent: Intent and recur viewership are chief factors pro position videos to fill in News Feed.
Video and viewing duration: It’s chief to ensure with the purpose of videos capture viewers’ attention pro next to slightest solitary exact.
Originality: Content posted to Facebook be supposed to offer unique merit to its audiences.
This is thq figure of Anne Popolizo, a Facebook Ads expert, associated to Facebook viodes

The question at this instant becomes:

How long can I really keep my audience engaged and while does the film break off being motivating?

In the role of we naked, in view of engagement across all call sizes, the optimal part pro uploaded videos remains the same as pro the preceding day, which is connecting 2 – 5 minutes.

This point part is alleged to stimulate the intent and constant viewership from the audience the the majority.

This chart shows the be around engagement rate by film duration by profile size pro Facebook videos.

The size of the brand call can and influence how their audience reacts to the brand posts.

The secret of these film posts may possibly be their original make public as a live film, this point system being a golden ticket in provisos of engagement, as we’ll consider it afterward on.

This is Veronica Gentili’s figure nearly Facebook Videos.

6. Live videos with the purpose of live concluded solitary hour growth engagement from 0.26% to 0.46%
Digging a little deeper into live videos, it becomes obvious with the purpose of in this lawsuit more is more, not considering of the size of your brand call.

Lives with the purpose of live concluded solitary hour will generate an be around engagement rate of 0.46%, not considering of the size of your Facebook call.

Here’s a representation of the engagement gained depending on the be around duration of Facebook videos.

In the role of divergent to pre-recorded videos, live videos hold the power of preservation concluded a longer phase of occasion.

This is a figure from Dorien Morin van-Dam (community manager) nearly Facebook videos.

C. Methodology
To identify the paramount strategy pro film content on Facebook, we analyzed more than 3,977,401 of film posts from a unmitigated of 503,175 selling pages.

Within this describe, we provide a symbolic sample of US and international brands with the purpose of had an effective presence on Facebook connecting May 2020 and May 2021. These pages had Facebook fan counts connecting 1,000 and concluded 100K as of the same engagement.

We mark out engagement as appreciable interaction on Facebook posts, with likes (reactions too), clarification, and shares. The engagement rate is calculated based on all these interactions at odds by the unmitigated follower count.

The Facebook data was and analyzed based on call size, defined by the unmitigated run to of fans with the purpose of liked the selling pages from the Socialinsider catalog.

We used Socialinsider to locate elsewhere the engagement charge, the frequency of reorganization, column types, film part, and to probe the performance of native film content compared with live streaming.

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