how data informs creative teams in the facebook video era

How Data Informs Creative Teams In The Facebook Video EraGretchen Tibbits President & Chief Operating Officer

@LittleThingsUSA | @GretchenTibbits2

50% of ALL content published is owned

Over 80% of the video views are on owned or licensed content

Publishing an average of 1,600 pieces of content every month

#1 in Engagement Per Article on Facebook

NewsWhip, August 2016

0MM

75MM

150MM

225MM

300MM

Sept. '15 Oct. Nov. Dec. Jan. '16 Feb. March April May June July Aug. Sept.

YouTube

Owned & Licensed

Facebook Native

Content Creation: Focus on Owned & Licensed Videos

@LittleThingsUSA | @GretchenTibbits3

Internal Pitch & Testing Process

10x HIGHER ENGAGEMENT RATE THAN INDUSTRY AVERAGE

A regression analysis, factoring the performance of over 30,000 pieces of

content published to date.Inputs include Shares,

Likes, Comments, Overall Engagement, CPC, and

CTR.

LittleThings’ meteoric growth is a result of our “art and science” approach to content creation

paired with our proprietary testing algorithm.

Content & Data Drive Our Success

CURATED CONTENT LICENSED CONTENT ORIGINAL CONTENT

@LittleThingsUSA | @GretchenTibbits4

LittleThings Originals: TDBank / Dignity Project

2.7+ MM 91,182Video Views Total FB Engagement

@LittleThingsUSA | @GretchenTibbits5

Facebook Live: Freddie Tinkles and Agador

592,000+ 75,000+Video Views Total FB Engagement

6,100 REACTIONS

1,156 SHARES

3,271COMMENTS

1. Leverage The Immediacy Of The Interactions

@LittleThingsUSA | @GretchenTibbits6

Internal Pitch & Testing Process Key Takeaways

2. Optimize Content For Each Platform

In-Article & On Site Facebook Native

Facebook Live

Key Takeaways

3. Quality Content Prevails

0

4000

8000

12000

16000 #1 TOTAL FACEBOOK

ENGAGEMENT PER ARTICLE

Gretchen Tibbits President & Chief Operating Officer@GretchenTibbits | @LittleThingsUSA