The last full month of summer is officially behind us, but we’ve yet to check out August’s leaderboards for the most-watched publishers on Facebook! Almost 9.3 billion views were generated last month across the top ten publishers’ accounts alone. But since we’re all about not just measuring but also understanding and implementing data, we’re going to run through the top 100 publishers from August to see what insights video content strategists can learn for their own digital video campaigns. These were the high-level accomplishments we saw in August:
- Three publishers claimed at least 1 billion views each.
- The highest average 30-day engagement rate (ER30) of the top ten publishers hit 1.1x (which was shared by two of these publishers), while the highest ER30 of the top 100 publishers hit just over 2.9x, almost 3 times the average engagement rate.
- The best 30-day average (V30) from the top ten was a massive 66 million, which was also the best overall V30 across the top 100 publishers.
- Out of all 100 publishers, seven of them increased rankings by at least 100 positions each, with the position change of 452 spots being the highest of all.
Top Facebook Publishers August 2018
The top ten publishers from August are definitely not new faces to the leaderboards. They all hail from the entertainment or viral content genres, which as you know by now are the most popular types of videos on Facebook. One of the top ten publishers helped contribute to a big trend we saw this month: highlighting and reviewing interesting gadgets, machines, and inventions. Two of the other top ten most-watched publishers specifically focused on family-friendly entertainment and fails. Here’s what we found when we dug deeper into these trends across the top 100 Facebook publishers from August.
Gadgets, Inventions Take Center Stage across Top Facebook Publishers in August
The word “entertainment” is incredibly broad, and yet it’s the most-watched genre of content on Facebook. It’s only when you analyze the data that you see what specific topics within entertainment are attracting more views on the platform. In August, a topic we saw show up repeatedly on the leaderboards was gadgets, tech, and all-around cool stuff. Let’s start with Fake Outrage, for example. The publisher focuses on “showcasing the trending quirky products from around the web,” and jumped an impressive 277 positions in August to claim more than 946 million views. Fake Outrage’s most-watched clip from all of last month featured umbrella jackets; the short clip boasts 77.2 million views to date and 620K engagements (likes, comments, and shares).
This device shields you from the rain, hands free! Boom!Get yours here ➡️ http://bluecrate.com/funbrella
Posted by Fake Outrage on Thursday, August 9, 2018
Axel Springer was featured on July’s leaderboard thanks to several of its Insider-properties landing in the top 100. In August, it’s the media company’s Cars Insider brand we’re focusing on. Bumping up 117 spots and landing at #65 with almost 256 million views, the Business Insider-led channel features — you guessed it — the latest news and trends in the automotive industry. While cars are their own unique form of inventions, Cars Insider’s top clips from August featured heavily-modded autos which were apparently so crazy audiences couldn’t help watching them (like the publisher’s most-watched clip at 41.9 million views about a car that you can drive from an external raised platform!).
We also saw Genius Club increase its rank by 100 spots to hit #26 in August. With almost 392 million total views that month, the Keli Network-owned media property highlights some of the most interesting technical and scientific inventions in the world. This publisher’s most-watched clip with 46.7 million views features a tool called My Creature Catcher, which kindly picks up pests like spiders so you can release them back into the wild.
Family-Safe Entertainment and Laughs Gain Traction on Facebook
August’s Facebook leaderboard revealed another interesting trend for the month: some publishers were starting to see the power of comedy content safe for the whole family to watch. For starters, we have the much-loved America’s Funniest Home Videos, which for years now has produced clips about the most hilarious fails and moments caught on camera, both on its linear TV shows and now in digital format on Facebook. The publisher landed at #42 with almost 300 million views after improving its ranking by 110 spots. Its most-watched clip (29.5 million views to date) resonated particularly well with this Phoenix-based writer, as the video highlights people’s biggest spoofs while enjoying various desert locations.
That was a CLOSE call! 😱
Posted by America's Funniest Home Videos on Tuesday, August 7, 2018
Along the same lines of family-friendly laughs was Kyoot. The brand uploads video content to Facebook that only features funny moments from children and babies. At #67 in August thanks to an increase of 112 positions and nearly 249 million total views, Kyoot’s content is apparently just that — too cute to ignore! The publisher’s most-watched clip at 68.3 million views shows a little boy sending his dad off to work, before running outside after him once he realized he hadn’t told his dad he loved him. Can’t get much cuter than that.
In summary, August’s Facebook leaderboard helped us realize that while entertainment content will likely always be king on the platform, some great data and insights can show the sub-genres of entertainment people are most interested in during any given month or quarter. And that knowledge should make any video showrunner happy!
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.
Get the Full-List of Top 25 Video Publishers on Facebook & Other Video Platforms
Tune in Every Month for the Most Up-to-Date Stats! Each month TubularInsights will publish the most up-to-date leaderboard charts, so stay tuned! In the meantime, sign up for a free Tubular account and get access to the complete list of the top 25 video creators across YouTube, Facebook, and Cross-platform. Get access today just by clicking this link.