Top Facebook Video Publishers Reap the Benefits of Verticalization

Top Facebook Video Publishers Reap the Benefits of Verticalization

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Now that autumn (i.e. pumpkin spice latte season) is in full swing, it’s time we dive into the top most-watched Facebook publishers from September! The leading ten publishers generated just over 9.7 billion total views, about 400 million more views than in August. Of course, the first ten publishers can only show us so much, which is why we’re going to see what the top 100 creators and brands have been up to last month across their top Facebook videos. Here’s some of what we discovered:

  • Four publishers claimed at least 1 billion views each.
  • The highest average 30-day engagement rate (ER30) of the top ten publishers hit 1.3x, 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 5.7 million, and the highest V30 of all 100 publishers hit 39.3 million.
  • Out of all 100 publishers, 13 of them increased rankings by at least 100 positions each, with the phenomenal position change of 1658 spots being the highest of all!

Top Facebook Publishers September 2018

op 10 Most Watched Facebook Publishers September 2018 (Data via Tubular) Rankings include only those creators and brands which publish primarily original content

“The times they are a changin’” across the top ten publishers on Facebook. LADbible has officially acquired long-time competitor Unilad, and fellow viral entertainment brand Viral TRND, a Brave Bison property, has claimed the #1 spot on September’s leaderboard thanks to more than 1.4 billion views! Brave Bison also saw another of its brands land at #4; in general, this UK-based parent property saw its Facebook accounts succeed exceptionally well last month, which we’ll talk about next, along with a couple of the other most interesting trends from the top 100 Facebook publishers in September.

Brave Bison Charges Ahead as Viral Entertainment Leader

It’s no news that viral entertainment is a hit on Facebook, but what is news is when a particular publisher starts to make leaps and bounds in that genre, eventually getting to the point that it’s one of the most prominent publishers on the platform. This is exactly what many of Brave Bison’s properties have been doing over the last few months, and September saw those efforts come to full fruition for the media giant.

For starters, as previously noted, Viral TRND overtook several long-time viral entertainment competitors to place first on September’s leaderboard, which is a huge accomplishment when you think about just how many views and video content is in play to claim that honor! In addition to Viral TRND’s top position, its Blunt Community vertical, which focuses on positive and encouraging entertainment, landed at #4 thanks to just over 1 billion total views. Brave Bison’s presence on September’s leaderboard doesn’t stop there. The media giant also saw its Daily Viral Stories vertical claim #25 with more than 348 million views and a rank increase of 16 positions.

It’s interesting that out of the top Facebook videos from September, Brave Bison’s properties show up starting at #25, a position which boasts a clip of the world’s “ultimate” barber removing as much hair as humanly possible (a feat which attracted 61.2 million views to date). Despite not claiming some of the most-watched content of the month, Brave Bison clearly isn’t suffering; in fact, the media property’s verticalization strategy and addictive video content continue to bring in enough viewers to make it one of the biggest leaders in viral entertainment on Facebook.

5-Minute Crafts Owns Its Verticalization Strategy

Speaking of the verticalization of content, Brave Bison isn’t the only publisher to discover this fantastic method of increasing reach. Recently, 5-Minute Crafts has been killing it on social video, like on YouTube where it claimed 60% of all DIY and home content in Q2 on that platform. The brand is performing well on Facebook, too, as September’s leaderboard revealed to us. The titular 5-Minute Crafts Facebook account landed at #3 last month thanks to an increase of five positions and more than 1.1 billion total views across its top Facebook videos. This account also boasted the highest V30 of the top ten publishers at 5.7 million, a good 800K higher than the next-highest V30.

Additionally, the 5-Minute Crafts sub-properties 5-Minute Crafts KIDS and 5-Minute Crafts GIRLY saw themselves land on September’s leaderboard with rank increases of +59 and +52 to hit #38 and #40, respectively. Each of these publishers caters to a different demographic, with KIDS obviously featuring video content aimed at children and GIRLY distributing more female-centric tips, hacks, and DIY content. The top Facebook videos from these publishers included a 15 million-views-strong clip about recipes kids would love, while a segment highlighting home decor ideas drew in 25.6 million views:

So what does all this verticalization tell us? First of all, it clearly works to grow your audience and viewership. Second of all, it means publishers like Brave Bison and 5-Minute Crafts were able to target hyper-specific niches and white spaces within their respective genres and capitalize on those opportunities. Many video content strategists, brands, and publishers could do the same thing!

Global Broadcasters Start Moving Up the Ranks

Last but not least, our September Facebook leaderboard showed us one more trend we couldn’t ignore: the rise of broadcaster-based publishers. At #18, for example, was the UK’s E4 brand, which jumped a solid 32 spots over August thanks to almost 500 million views. E4 specifically focuses on TV entertainment-based news and show highlights, and is run by parent company and broadcaster Channel 4. Here are some of the other broadcasters who improved their rankings for September’s leaderboard:

  • Kenh14.vn (Vietnam) at #11 with a +5 position increase
  • CBS News (U.S.) at #67 with a +74 position increase
  • Cheddar (U.S.) at #68 with a +64 position increase
  • ABS-CBN (Philippines) at #77 with a +152 position increase
  • Vijay Television (India) at #94 with a +2 position increase

The stats from these publishers show audiences around the world are starting to show interest in Facebook as a platform for news and entertainment selections from their favorite broadcasters. And as we can see above, those TV networks and broadcasters already on Facebook are obviously seeing the benefits with video strategies that are winning over viewers around the world. The idea that traditional television can translate over to online video may make some industry veterans uneasy, but for those that are willing to make the move from linear to digital, they’ll have plenty of opportunity for reaching new and old audiences alike!

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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