Last month, the top ten publishers on the social media site pulled in over 17.8 billion total video views. But which brands were on the top of the chart, and what specific content helped them get there?Top Facebook Video Publishers February 2017
Like last month (and the several before that), UNILAD continues to dominate the #1 position on the most-watched leaderboard with 3.1 billion total views. The audience of the UK-based viral video brand might have watched a lot of content, but overall, UNILAD’s views decreased this month by 1.2 billion from January’s statistic of 4.3 billion. The LAD Bible also refuses to leave its long-held second position, with almost 3 billion total views in the month of February. Interestingly enough, like UNILAD, this number was also a decrease in viewership for The LAD Bible, which saw almost 4 billion views in January.
The decrease in viewership for both UNILAD and The LAD Bible could be attributed to any number of reasons. Maybe Facebook users both young and old are back to the daily grind after the holidays, and aren’t using the social site as often. Whatever the reason, one thing is certain: a massive powerhouse of a video publisher will be needed to knock either UNILAD or The LAD Bible from their reigning positions on Facebook.
Additionally, whereas UK’s viral content brand Viral Thread held the third spot on January’s leaderboard, it was bumped to the 4th position with about 2.3 billion total views. Taking its place was NTD Television, a U.S.-based media brand whose tagline is “sharing humanity and hope.” The publisher pulled in almost 2.8 billion video views, and boasted the top 30-day engagement rate of all the top ten publishers of February at 1.6x (approximately 0.6x higher than the average baseline). Its most popular (and slightly disturbing) video featured researchers pulling a straw out of a sea turtle’s nose; the clip, which originated from video licensing company Storyful, raked in 82.1 millionviews.
Of course, it seems no leaderboard chart would be complete without Tasty. The Buzzfeed-owned food brand pulled in almost 1.2 billion total views in February. This was about 400 million less views than in January, which means Irish lifestyle brand MetDaan stepped in with 1.7 billion views to take Tasty’s previous 5th place, bumping the foodie company to 6th place. Regardless of Tasty’s position loss, the brand still has a greater 30-day view average than any other publisher, with over 15 million views in the first 30 days (compared to the next-best stat of roughly 7.2 million in the first 30 days for The LAD Bible).
February’s leaderboard definitely shows Facebook users’ interest in news, lifestyle, and viral content — usual fare for the platform. In addition to UNILAD, The LAD Bible, NTD Television, Viral Thread, MetDaan, and Tasty, brands such as Daily Mail (news), MetDaan Creative (lifestyle and beauty), Bright Side (viral video), and The DoDo (animal clips) claimed the final spots on this month’s leaderboard.
Bright Side and The DoDo were close to landing on January’s most-watched leaderboard for Facebook, so it’s no surprise they came in 9th and 10th respectively on this month’s chart. MetDaan Creative, however, seemingly came out of nowhere, jumping 8 spots up from last month’s 16th position. The beauty and lifestyle brand pulled in over 917 million total video views; its most popular clip about unique hairstyle options claimed 33.5 million views alone in its first week, and has so far generated a total of 57.8 million views and 1.7 million engagements.
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