Another month has passed, which means it’s time for the release of our June leaderboard for the top Facebook videos of the last 30 days. Normally, we use these leaderboard articles to focus heavily on the top ten most-watched publishers, but now we’re expanding our analysis across the top 100 or so publishers to bring you the latest insights, monthly trends, and online video strategy successes. So, without further ado, here’s June’s overall cheat sheet:
- The top ten most-watched publishers garnered more than 12.2 billion total views.
- Six publishers claimed at least 1 billion views each.
- The highest average 30-day engagement rate (ER30) of the top ten publishers hit almost 1.3x, while the highest ER30 of the top 100 publishers hit an impressive 2.81x.
- The best 30-day average (V30) from the top ten was more than 17.3 million, while the best overall V30 across the top 100 publishers landed at 31.2 million.
- Out of all 100 publishers, 13 of them increased rankings by at least 100 positions.
Top Facebook Video Publishers June 2018
This month, we’re going to check out a few key players who landed on the leaderboard, like Craft Factory from Jungle Creations and America’s Got Talent. We’re also going to investigate how thirteen publishers, including AllTime10s and several verticals from digital publisher Oath, increased their rankings by at least 100 positions each (the most impressive position increase was by 884 spots!). Here’s what we found:
Craft Factory’s Verticalization Pays Off in Just Two Months
A part of the Jungle Creations media property, Craft Factory bumped up 19 spots in June to place #12 thanks to more than 637 million total views. It also claimed the highest V30 of the top 100 publishers at almost 31.2 million! The publisher’s most popular video last month pulled in 55.9 million total views to date and saw a high V30 of 52 million. As can be expected from a publisher with the name “craft,” this video taught viewers how to convert old pieces of clothing into new cold-weather accessories and apparel.
Craft Factory’s success in June is notable because that increase of 19 spots can likely be attributed to a savvy move on the part of its parent company Jungle Creations: following the best practice of building and engaging audiences around specific verticals. That brand has been around Tubular’s leaderboard for months thanks to its high-ranking property VT, which focuses on viral entertainment and normally lands in the top five every month. So, instead of putting Craft Factory’s DIY and craft-based content into VT’s lineup, Jungle Creations chose to launch a completely new vertical focused on this type of content, which likely interests a different audience from that of VT.
Good call, too, considering that after just two months of existence, Craft Factory has pulled in millions of views and moved from #31 to #12. Verticalization of content has long been a successful strategy for many digital media brands, and those who aren’t using it yet should definitely consider its benefits when debating the launch of a new channel that differs in content and genre from its existing brands.
America’s Got Talent Sees View Boost Thanks to Linear Airing
Next up, in June we saw increased viewership on NBC’s America’s Got Talent Facebook account, which helped the brand land at #8 across US-based entertainment creators on Facebook. The publisher garnered almost 360 million total views last month, jumping a massive 185 positions to place #37! The publisher’s audience, who are predominantly watching recordings of performances from the show’s weekly lineup, are also fairly engaged with this content; the average ER30 is 1.27x, about 0.3x higher than the baseline figure.
This bump in viewership can likely be attributed to the linear airing of America’s Got Talent season 13 on NBC. It stands to reason that if the show’s running live every week on television, recaps, behind-the-scenes, and performance snippets will do well on the brand’s official Facebook page as audiences seek to rewatch their favorite moments. A quick search in Tubular’s software proves this theory, as the top ten most-watched America’s Got Talent clips from June all feature recent acts from the show’s contestants.
Video showrunners and decision-makers at broadcast and cable networks can learn a valuable lesson from this increased viewership: when one of your shows or series is performing well on linear, don’t forget to supplement this success while also boosting your online video strategy with related content.
Oath Launches into Global Top Ten
Oath, the Verizon-owned property which is parent to digital media brands AOL and Yahoo!, made a massive splash this month, and not just on the Facebook leaderboard. As it turns out, two of Oath’s AOL-based Facebook publishers, In the Know Presents and In the Know Gadgets, both increased their positions by at least 100: +129 and +541, respectively. No sponsorships here, just your “regular” Facebook Watch status and all the views that come with it.
That being said, Facebook Watch was very good to Oath as a whole this month. More than 1.4 billion views from the In the Know Innovation Watch page means this particular publisher landed at not just #5 on the Facebook leaderboard, but also at #8 on the global cross-platform leaderboard! This is the first time one of Oath’s properties has landed in the top ten across multiple social platforms, and with the way its publishers are continuing to rake in the views, we’ll likely continue to see Oath around the leaderboards for a while yet.
It should also be noted here that AOL is utilizing a hyper-verticalization strategy with its separate accounts; keeping different topics spread out across several different verticals means the media giant is reaching the right viewers interested in those genres. This strategy is one video showrunners from all media industries need pay attention to; as the landscape of online video just grows bigger and more diverse, the more important it will be to diversify your different content offers on the right platforms and for the right audiences.
Publishers Increase Rankings Through Sponsorships, Targeted Content
To round out this month’s Facebook leaderboard breakdown, we have to give credit to several publishers who increased their positions by ridiculous amounts. Thirteen publishers jumped at least 100 spots or more, with the highest rank increase of +884 hailing from the Facebook Watch show Tried and True Recipes. Of course, with the way Facebook has been promoting originals on its Watch video platform, it shouldn’t be a surprise this show has seen such success after just two months of being live on the site.
A sponsored deal proved useful for one other publisher on this list, at least temporarily. Looks Good Babe placed sixth in June thanks to 1.2 billion total views, mostly driven by a partnership with novelty gifts and products brand Blue Crate. These sponsored videos helped the publisher change its rank by +209 positions.
Finally, let’s move on to a publisher whose success has skyrocketed in the last few months. After going live in April, AllTime10s has moved from #723 to #415, and finally to #39 in June, an increase of +376 positions. While this publisher wasn’t working with any sponsors or using paid targeting or promotional techniques that we can tell, it honed in on particular formats that do exceptionally well with audiences online: top ten lists and viral entertainment. This decision clearly works well for the UK-based publisher; its top clip from June has over 37.1 million views (as well as a solid V30 of 36.1 million) and features a comical but also cringe-worthy montage of improper vehicle maintenance examples.
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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