We’re already more than halfway through November, which means it’s time to take a look at the October leaderboards for the most-watched Facebook publishers around the globe. Those hard-working publishers who landed in the top ten last month generated more than 12.5 billion views! That’s an increase of 2.8 billion views over September’s 9.7 billion. When we expanded our search across the top 100 Facebook publishers, we discovered a few key trends taking place within the platform’s video ecosystem. Here are the main data points from October’s leaderboard:
- Seven publishers claimed at least 1 billion views each (the most-watched publisher hit almost 3 billion alone!).
- The highest average 30-day engagement rate (ER30) of the top ten publishers was shared by two of them at 1.2x, while the highest ER30 of the top 100 publishers landed at 2.9x, almost 3 times the average engagement rate.
- The best 30-day average (V30) from the top ten was 4.7 million, and the highest V30 of all 100 publishers hit a solid 59 million.
- Out of all 100 publishers, 11 of them increased rankings by at least 100 positions each, with the jaw-dropping position change of 1163 spots being the highest of all!
Top Facebook Publishers October 2018
Many of the top ten publishers in October are familiar to those who follow our monthly leaderboards. Brave Bison’s Viral TRND is still #1 for the second month in a row, right ahead of long-time most-watched publishers LADbible and Unilad. The former publisher recently acquired the latter, and together, they account for 2.7 billion total views across Facebook in October; across all their social platforms, they’re now the 4th most-watched media property in the world! Beyond these top three performers, top ten publishers like Kyoot and Kenh14.vn are testaments to some of the biggest trends from October’s top Facebook videos and publishers. Let’s explore why!
Positive Entertainment Is Catching on in a Big Way
Normally, you can’t look anywhere on Facebook without seeing viral entertainment. Whether it’s a hilarious clip of someone falling off a trampoline on accident, or an awe-inducing snippet featuring cute kittens, there’s a reason publishers like Viral TRND, LADbible, and Unilad are so big. Now, other publishers who distribute similar content, the kind which puts a smile on people’s faces, are seeing an increase in views. In other words, positive entertainment is stepping into the spotlight on Facebook (a trend we noted previously in our Q3 2018 State of Online Video report).
We already mentioned Kyoot above; this publisher distributes content featuring children doing silly things, like pulling faces after eating new foods or generally just being kids and saying the darndest things. At #10 on the leaderboard after increasing its position by 7 spots, Kyoot pulled in almost 740 million views in October, an increase of around 241 million views over September. Kyoot is the #1 global cross-platform and Facebook-specific influencer across all genres in October, as well as claiming the title of #1 global influencer in the kids’ entertainment and animation category across all platforms!
Next up for publishers releasing uplifting content are a couple of Daily Mail properties (and we’ll see another one from this media brand later on, too!). First off is What Did I Just Watch?, a show described as boasting the “funniest, most incredible, crazy and astonishing viral videos from across the internet.” With more than 564 million total views in October, this publisher skyrocketed an incredible 383 spots to land at #17! The publisher is also sitting at #7 in the United Kingdom as a top creator in all genres and in the entertainment category on Facebook and cross-platform. Then we have Try Not To Cry, which actually makes you cry tears of joy with all its happy-feely viral content. This channel jumped 464 positions thanks to over 208 million views in October.
Only three spots down at #20 we have The Happiness Heroes, which seems pretty self-explanatory. With just over 480 million views, this publisher from parent company Brainjolt moved up 334 positions despite having fewer followers than many of its fellow viral entertainment publishers (less than 1 million!). The Happiness Heroes also jumped 60 spots to land at #2 across all entertainment creators on Facebook in the U.S. Clearly, the publisher knows exactly what its audience wants to see — positive content — and is benefiting from all those views and attention.
So far, we haven’t even gone past publisher #20 yet. The farther down you go on October’s leaderboard, the more you see positive entertainment showing up to make audiences happy around the world. Dearly Presents, for example, increased its ranking by an amazing 855 spots to land at #52; that publisher features inspiring and uplifting stories, because every life “deserves to be heard.” Love Is Part of Life, España con HUMOR, Mensajes Positivos, and Watch Life Unfiltered are just a few of the remaining top 100 publishers to increase their rankings in October, all thanks to the power of positive entertainment. It’s likely that with the holidays coming up, happiness and cheer will continue to ring true with Facebook viewers, and we’re curious to see if this uplifting trend continues well into 2019, too!
Vietnam, Australia News Outlets Grow in Views and Popularity
In September, we noted how some of the top Facebook videos included content from news broadcasters from around the world on that month’s leaderboard. This trend certainly didn’t let off much steam in October, either, especially when it came to two specific news media publishers. Both Kenh14.vn and Daily Mail Australia claimed significant achievements for themselves last month, with the former landing in the top ten and the latter boasting the highest rank increase of the month!
Vietnam-based Kenh14.vn is an online news publisher which covers stories about social life, fashion, gender, and more. In many ways, it’s the BuzzFeed of Vietnam, with 91.8% of its audience hailing from that country. In September, Kenh14.vn was only one spot away from landing in the top ten at #11 after a +5 position increase; for October, the publisher successfully managed to hit the top ten by jumping four positions to land at #7 thanks to more than 1 billion total views! Kenh14.vn was also the #6 global media and entertainment creator on Facebook in October. If the media publisher’s news-based viral content continues to attract eyeballs, we suspect this name to stay in the top ten on the leaderboard for a while.
As we saw above, Daily Mail as an overall global media property had a wonderful month of October on Facebook. In particular, its Daily Mail Australia property has the biggest claim to fame amongst its fellow channels. This publisher boasts October’s highest rank increase across the top 100 at a whopping +1163 spots! Thanks to this increase, Daily Mail Australia hit #33 on last month’s leaderboard with roughly 374 million views. Additionally, the publisher was ranked #1 in October across all creators in news & politics in Australia, both in terms of cross-platform and individual Facebook views. Not only that, but Daily Mail Australia is the #2 most-watched global news & politics publisher on Facebook for last month!
We also saw several other news broadcasters and publishers increase their rankings in October: both Now This Politics and BBC One jumped 12 spots each, Philippine-based ABS-CBN improved 22 positions, Brazil’s RedeTV bumped up +25, and Egypt’s dmc TV saw a solid 42 spot increase. Essentially, Facebook is becoming a go-to destination for audiences who want news and updates on topics of interest. Traditional television broadcasters would do well to pay attention to this trend and figure out where they can best reach their audiences in the social video world, because clearly, the opportunity is there!
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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