Did you know there were nearly 464 Billion video views generated across the 4 major social video platforms in November 2016? Or that BuzzFeed, The LAD Bible, The Daily Mail, and Now This were some of the top online video creators across any of those social networking sites? Or that the top 100 video brands and creators together generated 61.9 Billion cross-platform views in November, an increase of 12% compared to the previous month? These videos had an average V30 (views per video in 30 days) of 4.9 Million.

Each month, we will highlight the most watched video creators across YouTube, Facebook, Vine, and Instagram, and confirm the viewing figures for the top channels and accounts via Tubular’s ranking leaderboards. The data will shine a spotlight onto the brands and independent creators who are generating the most video views across some of the world’s biggest social video networking sites. This month, take a look at not just who is on top of the charts, but what type of content they are making. Based on this list, there is a noticeable trend for what type of content works best on which platform right now.

Top Online Video Creators: November 2016

UK entertainment content publishers, UNILAD and The LAD Bible maintained their #1 and #2 spots from last month with 3.5B views and 3.4B views respectively. Viral Thread, an entertainment channel owned by Jungle Creations, beat Tasty to the #3 spot with 1.8 Billion views. Tasty ranked #4 spot with 1.6 Billion views followed by Met Daan at #5 with 1.3 Billion views.

Top 10 Most Watched Video Creators November 2016 (Data via Tubular). Rankings include only those creators and brands which publish primarily original content.

Pop culture entertainment brands UNILAD, and The LAD Bible, have taken the #1 and #2 spots in the leaderboard as their reach across the social video networks continue to grow. UK-based LAD Bible Group, followed by half of all 18-24 UK men and almost quarter of 18-24 year old UK women, has also ranked as the #1 most watched media property in Europe, and the third most watched global media property.

While most of our readers have become accustomed to BuzzFeed dominating this chart, it’s important to note how they are doing it. Two of its main properties, Tasty and Nifty, are featured in the Top 25 leaderboard. BuzzFeed Tasty is making its way through food videos and recipes, primarily on Facebook, and it has mastered the ability to create eye-popping visuals that grab viewers’ attention and draw them in to each video. It keeps its clips short, to the point, and also link them back to its main site to drive even more traffic to other content they own. At #12, BuzzFeed’s Nifty focuses on DIY and other tips, but follows a similar snackable format as Tasty. The two properties generated 2.6 Billion views, which along with its other channels, made BuzzFeed the most watched media brand last month.

The BuzzFeed style of video is a perfect example of content that works well on both Facebook and YouTube. The more traditional-style of video features catchy titles, well-edited sequences, and background music. Videos from BuzzFeed tend to get to the point quickly and are under 4 minutes most of the time. This allows them to tell their story and still get you moving on to the next piece of content. The publisher also relies on large thumbnail images that highlight the food in the video. Thumbnails like this are key on Facebook and thrive in the feed whether it’s on mobile or desktop. Take this example, from Tasty’s 7th most watched Facebook video of last month, which generated 23.9M views, and 491K engagements.

Top Ten Most-Watched Cross-Platform Creators Nov 2016

  1. UNILAD (3.5B Views)
  2. The LAD Bible (3.3B Views)
  3. Viral Thread (1.8B Views)
  4. BuzzFeed Tasty (1.6B Views)
  5. Met Daan (1.3B Views)
  6. Daily Mail (1.2B Views)
  7. NowThis (Group Nine) (1.1B Views)
  8. Brightside (1.1B Views)
  9. Worldstar Hip Hop (1.1B Views)
  10. 5-Minute Crafts (1B Views)

Exclusive! Tubular Video Rankings

In this month’s chart 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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