For a huge number of media publishers and brands uploading video content to Facebook, increasing the Watch Time of those videos has become one of the most important metrics to track. Fortunately, Facebook seems to have figured out what gets more eyeballs on your video content and has confirmed that 48% of watch time on Facebook videos comes directly from shares. That’s right – encouraging your Facebook followers to share your clips with their own followers is going to have a very positive knock-on effect for you.
Of course, there are a number of factors that brands and publishers need to take into consideration when it comes to engaging their target audience on Facebook (decent video production values, access to stellar audience insights, partnering with other influential Facebook properties to increase reach, creating innovative and appealing content etc.). But there is still a great deal that can be done to improve engagement on your videos which will boost your Watch Time ROI.