It’s pretty common for the number of total video views generated by each month’s top ten Facebook video publishers to fluctuate. Some months there are less views than the month before, and sometimes a month can see a large uptick in viewing numbers. That’s why July, however, is something of a surprise — the 17.5 billion total video views for this month was the same as the views from June.

A similar view count to the previous month means all these top ten publishers worked just as hard as they did in June to keep their numbers up (and June’s view count was already 1.2 billion more than in May). In July, however, a few interesting outliers contributed to the overall view count for the month, with one of these brands already being a familiar face on these charts and another working its way onto the board for the first time since the inception of Tubular’s charts. So who were the top Facebook publishers in July, and what numbers did they end up seeing? Read on to find out.

Top Facebook Publishers July 2017

Top 10 Most Watched Facebook Video Publishers July 2017 (Data via Tubular) Rankings include only those creators and brands which publish primarily original content.

Viral Publishers Joined by a Familiar Brand This Month

The Facebook leaderboards have always had — and will most likely always have — viral video and entertainment publishers holding a solid presence over most other content genres. The social media site’s users are clearly addicted to watching, sharing, and reacting to viral content, which is why it’s little surprise a new(ish) brand within this category was seen on July’s most-watched Facebook leaderboard.

U.S. media brand Bright Side galloped past several other publishers in July, jumping a huge 23 positions thanks to almost 1.3 billion total views. These views awarded Bright Side the 6th spot on the month’s leaderboard; the viral content brand, whose goal is to make the world a better place with its media efforts, also claimed a 3.8 million average 30-day view count (V30) and a 1.1x average 30-day engagement rate (ER30). The video which generated Bright Side the most views in July was a DIY-style video featuring unique and unheard-of uses for Coca-Cola; this clip saw 114 million views in just two weeks (and now has hit 142 million views to date). It also pulled in an average of 70.7 million views in its first week online.

Bright Side has been the top ten Facebook publishers leaderboard before, just sporadically. The brand first made an appearance in August 2016, then again from October-December 2016. February 2017 was the last time we saw Bright Side in the top ten, so it seemed about time for the brand to rev up its marketing and video reach to improve its overall views. And improve it did; compared to June, Bright Side saw an astounding increase of 808 million views. Clearly, the publisher’s July content resonated more deeply with viewers, compelling them to not just watch more content, but also share it with friends and family.

As for the other viral entertainment publishers on July’s leaderboard, UK brands UNILAD and the LADbible continue to fend off anyone else from claiming their top two positions. They did, however, switch spots this month, with UNILAD jumping back to #1 with almost 3.1 billion total views and LADbible placing #2 with 3 billion views. Both also increased their views over June by 4 million and 2 million, respectively.

Maintaining its third place was Viral Thread, the Jungle Creations-owned property which generated nearly 2.4 billion views in July. NTD Life, a New York publisher dedicated to inspiring and touching human stories, re-joined the top ten leaders at #5 with 1.3 million total views. Finally, animal-centric viral brand The DoDo came in eighth with 1.2 million views, and 9GAG jumped one position to round out the leaderboard in the tenth spot thanks to over 838 million total views. The most impressive statistic from this publisher, however, was its amazing V30 which was so close to 10 million at 9.9 million that those of us who like increments of ten wish we’d contributed some more views to the publisher’s content last month.

Female Power Makes a Big Play for Video Views

You already saw above how Bright Side reappeared on the Facebook leaderboard in July, but if you recall from the intro, we mentioned there being another outlier on this month’s chart. This brand made its first appearance in the rankings since July 2016, when Tubular first started releasing these charts for the benefit of brands and publishers looking to learn something from the top video performers in their industries. We’re talking about, which worked its way up five positions to claim the ninth spot for July.

With 888 million views for the month, pushed its female-centric content with the message of “dare to live fully” to audiences around the world. These viewers rewarded the publisher with the highest ER30 of all the top ten brands in July at an impressive 2.4x, a good 1.4x higher than the baseline average. So which clip did the publisher’s fans enjoy the most? That appears to be a simple video including nothing but melancholy instrumental music played over a static image bearing a quote which reads “The loss you feel when a loved one dies is not the worst feeling in the world. Missing them for the rest of your life is worse. Type yes if you agree.” With such a powerfully inciting topic like that, it was inevitable the video would pull in 27.2 million views over the course of July, as well as generate a V30 of 19.1 million and an ER30 of 1.4x.

Finally, let’s round out the last few players on this month’s top ten Facebook publishers leaderboard:

  • Scripps’ Food Network stuck around on the leaderboards in July, placing seventh with 1.2 billion total views. The culinary brand bumped its V30 up by about 190,000 views since June to hit 4.3 million.
  • 5-Minute Crafts didn’t budge from its fifth position, boasting 2.3 billion total video views in July alone. The DIY and craft-based publisher claimed the second-highest V30 of publishers this month, just barely behind 9GAG with a sizeable 9.9 million (technically, 9.886 million). 5-Minute Crafts also worked hard to reach more viewers in July, as it increased its overall view count by 3 million over June’s figure; the publisher also claimed the second most-watched video across all of Facebook in July with a snippet about hacks for your jeans which claimed 250 million views, a V30 of 239 million, and an ER30 of 0.8x.

Most Watched Facebook Publishers July 2017

  1. UNILAD (3.1B Views)
  2. LADbible (3B Views)
  3. Viral Thread (2.4B Views)
  4. 5-Minute Crafts (2.3B Views)
  5. NTD Life (1.3B Views)
  6. Bright Side (1.3B Views)
  7. Food Network (1.2B Views)
  8. The DoDo (1.2B Views)
  9. (888M Views)
  10. 9GAG (838M Views)

Tubular Video Ratings

You’ll notice some exclusive data in this month’s chart as we include Tubular Video Ratings, a unique group of online video metrics that set the standard for measurement of views and engagements across videos and publishers. They include a simplified first 30-day engagement rating (ER30) and first 30-day views (V30), and more information can be found here.

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