NewsWhip analyzed videos from 11 publishers with some of the most video shares in January 2017, looking at their overall engagement (likes, shares, comments, reactions). Here’s what they found: The average length of these publishers’ most engaging videos (without counting livestreams) are now over a minute long, and many of these publishers’ most engaging videos covered hard news or politics in a format easy for mobile viewing (i.e. the video included captions or wasn’t oriented horizontally). The average length has increased since a similar study in 2015, perhaps influenced by the introduction of Facebook Live and Facebook’s focus on longer videos.
+ Related news on video: A new study by the Consumer Technology Association finds that consumers are watching more video than ever, but they’re not watching it on TV: Video viewership increased by 30 percent over the last five years, but half of all video viewing is being done on devices other than a television (Axios); Facebook rushed the roll-out of Facebook Live and failed to prepare for how to moderate violent content (Wall Street Journal)