Facebook Users Find Video 5X More Engaging Than Images

Over the last few years, Facebook has quickly risen to become a powerhouse video destination, with its top ten publishers routinely pulling in billions of total views each month. But just exactly why is that the case? Scientifically, is there a reason Facebook users, and even Instagram users, are attracted to video content when they’re on the site?

Facebook says yes, at least for citizens of the United Kingdom and United Arab Emirates. In a recent video released by Facebook IQ, the social networking platform explained how it conducted a study of participants in the UK and UAE and discovered people in those regions of the world gazed at video content on Facebook and Instagram 5x longer than they did static content. Here’s a breakdown of the study and what it means for video publishers today.

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