Facebook Study: 21.8% Of All Views Are Clicked-To-Play Sound

For this Facebook video study by Locowise we looked at 1,000 Facebook pages with over 291 million page likes in the month of June. These pages uploaded 5,800 native videos and got 182 million views total in June.

Let’s take a look at our findings and the insights you can use to improve your own video activities:

Many brands are still not active in video

47% of the 1,000 pages didn’t upload any videos. 33% of the active pages only posted 1 video each.

1.2% of 1,000 pages posted 46% of all the videos.

People watch a third of the video on average

The average number of views per video was 7.8% of the total page audience.

The average length of a video was 55.3 seconds and the average view duration was 18.2 seconds.

Only 21.8% of views are clicked-to-play sound

78.2% of all video views were “autoplayed” and only 21.8% of all views were “clicked-to-play” sound.

53.2% of all views were “30 seconds views”.

41.3% of pages use ads to promote video content

41.3% of the pages used Facebook paid ads to promote their video content and 7.3% of all video views were paid for through Facebook advertising.

These numbers are similar to the number of pages using Facebook advertising to boost their content reach (43.36% in May) and show that advertising is popular even for video content.

43.3% of all organic views were “completed” while only 31.1% of all paid views were “completed”.

Engagement rate at 5.8%

The average engagement rate for videos was at 5.8% of page likes reached.

93.2% of all engagements were clicks. Only 4.9% were likes, while 1% were shares and 0.9% were comments.

For the full details, including all the definitions, top brands and takeaways, take a look at the full study on Locowise blog now.