Publishers are cramming more video onto their Facebook pages as the platform rewards them in the form of exposure and in some cases, even financial incentives. A look at the data makes it easy to see why publishers are addicted to the format: they get much higher engagement on video posts than they do on article links.
Digiday ran numbers from social analytics service NewsWhip across 14 publishers that are top performers on Facebook. Across the board, publishers’ video (including live and canned video) got an average of 4,036 shares per post. Images were also popular, averaging 3,364 shares per post.