Published July 5th 2016

New Facebook Share Data Reveals Why Video Is Key To Your Content Strategy

Facebook announced on Wednesday last week that it planned to make a series of changes to its news feed algorithm so that it will more favorably promote content posted by friends and family rather than publishers. The company said that content posted by publishers will show up less prominently in news feeds, resulting in ‘significantly less traffic’ to these publishers. This will be a concern for publishers and content marketers.

We decided to have a look at the Facebook share data and trends over the last year. This will establish a baseline to review future numbers and trends following the upcoming changes. We reviewed 25m Facebook posts published by the top 10,000 publishers over the last year. Note: all charts below are based on this data.

What we found might surprise you and make you rethink your strategy. 

Average Total Shares

Over the last year there has been small increase in the average shares of all posts published by the top 10,000 publishers.


What this data masks is a significant variation between post types as we can see below.

Links and Referral Traffic

The importance of referral traffic from Facebook to publishers can be seen in research from, a digital publishing analytics company, which shows more than 40 percent of referral traffic to news sites comes from Facebook.

Facebook has said it expects the changes announced on June 29 will cause a drop in Facebook reach and referral traffic for publishers.

From our data we can see there has already been a fall in the average shares of Facebook posts that contain links over the last year. There is a very clear trend of lower shares per post over time.


Video Content

The one format that is driving significantly higher shares on Facebook is videos. The chart below shows very significant growth in the average shares per video post. Average shares have more than doubled since last August. This may be due to Facebook’s focus on video, the auto-playing of videos and similar factors but whatever the reason the data is quite clear.


Publishers already understand how well videos work on Facebook. If we look at the number of videos published on Facebook by the top 10,000 publishers over the last year, we can see that they have more than doubled their Facebook video output.



We shared the results with some leading commentators and experts for their view on these trends. Ian Cleary, CEO of Razor Social believes we are still in the early days of video growth.

“We’re in early stages of the growth of video content on the Facebook platform and it’s obvious that Facebook is giving video a boost through it’s algorithm. Now is the time to take advantage and leverage it to it’s potential”

Julia Bramble, a Facebook expert and adviser, highlights the benefits of video:

Video is a massively important form of content because of the immediacy of connection it provides. Video can be used to inspire, educate, challenge or entertain. However, it’s popularity doesn’t mean that you can ignore best practice – offering the best content match for your audience is just as important for video as it is for any other form of content.

So who is getting it right when it comes to video? The top Facebook video publishers by average interactions per video in May and June 2016 were as follows:

Facebook Page Average Interactions per Video
Buzzfeed Tasty


Vlechten met daan


Buzzfeed Nifty


Real Madrid


Fallon Tonight


Game of Thrones


Tip Hero


FC Barcelona


LAD Bible


Q Political




Shared Food


Sun Gazing


Collective Evolution


Genial Guru




Find out more about the types of video that get attention and engagement. 

You can find out what videos are working best in your industry with our Facebook Analyzer tool. If you are not a subscriber sign up for the free trial.

There are also some quirks of Facebook video as Julia Bramble points out namely that up to 85% of videos are viewed with the volume off.

On the positive side Facebook makes it very easy to monitor your video performance providing with metrics such as the total number of video views, number of views to 10 seconds or more, and the average percentage of the video viewed.

Photo Posts

Over the last year we saw a growth in shares of photo posts through to January but this has since fallen back over the last 5 months. Over the year as a whole we have not seen much change though we need to keep the recent downward trend under review.


Conclusion:  Video, Video and More Video

If you are looking to increase your Facebook reach and shares, or at least to maintain your shares after the forthcoming changes, the data indicates you need to be looking at video content. Top publishers are already increasing their Facebook video output. What is your Facebook video strategy?


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11 responses to “New Facebook Share Data Reveals Why Video Is Key To Your Content Strategy”

  1. Olga Bedrina says:

    Thanks for the great article!
    We at Animatron use video extensively in our Facebook marketing. We share short videos and GIFs and regularly interact with our subscribers using live videos. Live videos has been working especially well for us, attracting viewers and encouraging comments.

  2. Kyle Healey says:

    Those numbers from Buzz|Feed Tasty are insane. Great post, I love the data. I’ve also never used before, so thanks for putting me onto that. I pinned it and Google+1 shared it ;).


  3. Tulisan Blogger Indonesia says:

    I do notice that video is the new content on facebook. It has more share. But I am curious though. How this type of content would (with high impression and reach) affecting our site’s CTR? Do we need to include link on the video?

  4. Six Degrees Digital Media says:

    This is excellent news for us as we just cut our services to focus on video. It was our top service anyway and excited that this data backs up our decision!

  5. Louie Luc says:

    I guess coming up with more video content instead of just link posts might be the best aproach now.

    I’m glad I’ve arrived at this conclusion a while back — wrote a post about it (I’ll provide the link, next) — and started producing quick and easy PowerPoint-like videos with to Content Samurai:

  6. PROMO VIDEO says:

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  7. Ian Cantle says:

    Great article Steve & BuzzSumo! Invaluable trending data for marketers to keep an eye on. I think we all know video is important to any marketing plan but having data to substantiate it is powerful indeed.

  8. Thanks a lot for this article. Great date for social media marketers. Today everybody love video content.

  9. Promo says:

    Video, video, and more video. We couldn’t agree more. Thanks for the post and the raw stats Steve!

    For small business owners that want a simple promotion tool that where you can leverage video, check out