Branded Video Engagements Up 29% in ‘17; Content From TV Outpaces Field

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NEW YORK – A new study says the top 50 U.S. media companies saw video engagement increase by 29 percent in 2017.

Sharablee, which tracks content on social media for publishers and marketers, says in its report that branded video content produced by traditional TV companies actually outpaced the field, with year-over-year engagement growth of 79 percent.

“Engagement” is defined as a share, a comment, or a reaction from consumers.

The three companies that made up more than 33 percent of all branded video views were BuzzFeed (led by its Tasty brand), Turner Networks (led by Bleacher Report and Adult Swim), and Group Nine Media (led by NowThis). Buzzfeed generated 11.6 million engagements in 2017, with Turner generating 11.2 million engagements, and Group Nine 5.6 million engagements.

In all, the top 50 companies measured produced more than 35,000 branded videos in 2017 on Facebook for more than 4,200 unique advertisers – an average of eight videos each. Bed Bath & Beyond, ShopRite, Walmart, The Real Cost, and AT&T had the highest engagement levels among major brands in 2017. Nissan partnered on the most branded content videos with 693 in total.

Despite the recent growth in branded video, digital media platforms are cutting jobs. Vox Media let go 50 workers this week, mostly from its social video teams, per The Hollywood Reporter. BuzzFeed reduced head count in November, which included a shift in how it approaches social video, while ESPN let go 150 employees in production, technology, and digital departments.