Because video drives shares on Facebook, we wanted to find out more about the types of videos that grab viewers’ attention. Facebook describes these compelling videos well.
They are Thumb-Stopping.
To identify common features of highly shared videos, we used the BuzzSumo Facebook Analyzer to look at 3000 videos with a high number of shares, likes, and comments. All of them were posted during the last 12 months.
The average interactions–shares, likes, and comments– for these videos ranged from 228,723 to an astounding 8.4 million, with a median of 752,737.
One thing that surprised me in the data was that average and median shares were higher than average and median comments.
My hypothesis is that videos may be especially viral in nature…not so much something we comment on, but something we pass on to friends. This definitely needs more research. (I’d love to hear about your experiences with shares …