Study: Longer Videos Mean Higher Engagement

Author: Alex Weprin     Source: MediaPost

Media companies that post longer videos to social platforms like Facebook see significantly more engagement than they do with short videos posted to those platforms, according to a study from Wochit, which tracks social media videos.

According to Wochit’s Q3 Social Index, videos longer than 90 seconds see 78.8% more shares and 74.6% more views when compared to videos of other lengths. That's despite the fact that only 19.5% of videos posted to social platforms last more than 90 seconds.

Still, media companies appear to be getting the memo from Facebook and other social platforms: The number of videos that run more than 90 seconds increased more than 24% compared to Q1 of this year.

Wochit also found that there was a correlation between the number of videos published on social platforms and the number of followers of that page. Publishers that increased their video posting saw their follower numbers increase accordingly.

Eight of the 10 most popular media Facebook pages post at least five videos per day, with companies on average posting 40.3% more videos in Q3 than they did in Q2.