how data informs creative teams in the facebook video era
TRANSCRIPT
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
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4000
8000
12000
16000 #1 TOTAL FACEBOOK
ENGAGEMENT PER ARTICLE
Gretchen Tibbits President & Chief Operating Officer@GretchenTibbits | @LittleThingsUSA