2017 Social Video Rankings for Branded Content From Shareablee

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Shareablee Releases 2017 Social Video Rankings for Branded Content:
BuzzFeed, Turner, NBA lead video engagement, Adult Swim tops TV Networks

Shareablee Inc. today released social data ranking branded video creators in 2017, which revealed strong engagement for branded content published by top U.S. media publishers on Facebook.

The top 50 media companies generated more than 35,000 total branded videos on Facebook, and 96 million branded video engagements, up 29% year-over-year in Q4 2017. Facebook’s recent change to the news feed algorithm that prioritizes posts from friends may have caused initial concern, however these media companies stand to benefit from the increased importance of driving meaningful social interactions in 2018.

“Branded video, published socially, is rapidly becoming one of the most important new advertising formats for marketers to reach and influence their customers”, said Tania Yuki Founder and CEO of Shareablee (pictured top left), “This is particularly true in a changing landscape when it comes to how content is prioritized on Facebook. We are excited to shed light on which video creators are fully invested in succeeding in branded social video. This will empower marketers to continue to make informed decisions on how best to achieve their brand goals on Facebook with video.”

BuzzFeed and Turner led the pack in total engagements (defined as reactions, shares and comments) on branded content by a significant margin. BuzzFeed, driven primarily by Tasty, ranked as the top branded video creator on Facebook in 2017 with 11.6 million engagements. Turner ranked number two with 11.2 million engagements. BuzzFeed and Turner also had the strongest share of voice, along with Group Nine Media. These three companies drove one-third (33%) of all views for branded content videos posted by the top 50 U.S. publishers on Facebook.

TV Networks showed strong gains in branded video engagement, outpacing the overall media landscape, with a 79% increase year-over-year in Q4 2017. Adult Swim ranked #1 with 2.3 million video engagements, followed by Food Network with 1.6 million.

Consumers continued to engage with informative content, like the DIY-focused posts from Tasty and Blossom, which topped the overall property rankings (generating 8.8M and 4.8M engagements respectively). Bleacher Report was a close third (4.6M engagements), fueled by sports- and culture-driven branded content videos.

Overall, there were more than 4,200 unique advertisers who partnered with media companies to produce branded videos on Facebook for an average of eight videos per advertiser. Nissan partnered on the greatest number of branded content videos with 693 in total. The advertisers who saw the highest engagement were Bed Bath & Beyond, ShopRite, Walmart, The Real Cost and AT&T respectively. Key advertiser verticals for the year were Consumer Goods, Retail, Travel, TV/Film and Automotive.

“As the market continues to grow in sophistication, it’s increasingly important for marketers to measure and understand how effective branded content is on social media. The proxy for brand impact is no longer about scale, but rather engagement at scale,” said Frank Kavilanz, SVP of Social Strategy and Solutions, Turner Ignite. “At Turner, we’ve spent the last few years building a distinct social business built on this idea. The combination of our premium branded content, deep fan relationships and in-house social agency for targeting is driving these results, and more importantly, meaningful business outcomes for our partners.”

For a comprehensive look at the top branded video creators on Facebook in 2017, please see the rankers below.

Top 10 Branded Video Creators by Video Engagement and Impact

Shareablee Branded Video 2017 Rankings by Social Video Creators* Total Branded Video Actions (Facebook)
Top 50 Media Companies Universe 95,992,152
1 BuzzFeed, Inc. 11,660,894
2 Turner  11,249,661
3 National Basketball Association 10,251,190
4 National Football League 6,750,397
5 First Media  6,728,647
6 Group Nine Media 5,579,074
7 Comcast Corporation 3,955,065
8 Business Insider 3,929,147
9 Twenty-First Century Fox Inc. 3,609,552
10 Warner Bros Entertainment Inc. 3,508,847

Shareablee Power Rankings™ Jan 2017-Dec 2017

*Social Video Creators includes all the underlying pages associated with that Media Company

**A video action is defined as consumer engagement such as a reaction, a comment or a share on Facebook.

 

 Top 10 Branded Video Creators by Share of Voice 

Shareablee Branded Video 2017 Rankings by Social Video Creators* Share of Branded Video Views
Top 50 Media Companies Universe
1 BuzzFeed, Inc. 11%
2 Group Nine Media 11%
3 Turner 11%
4 First Media 7%
5 Business Insider 5%
6 Comcast Corporation 5%
7 National Basketball Association 4%
8 National Football League 4%
9 Twenty-First Century Fox Inc. 4%
10 Warner Bros Entertainment Inc. 3%

Shareablee Power Rankings™ Jan 2017-Dec 2017

Top 10 TV Networks on Facebook by Branded Video Engagement

Shareablee Branded Video 2017 Rankings by U.S. TV Networks Total Branded Video Actions*
U.S. TV Network Universe 20,220,926
1 Adult Swim (Turner) 2,308,101
2 Food Network (Scripps Networks Interactive) 1,557,326
3 HGTV (Scripps Networks Interactive) 575,559
4 MTV (Viacom) 516,317
5 ESPN (Disney) 325,260
6 NBC (Comcast) 295,371
7 CNN (Turner) 240,953
8 BET (Viacom) 225,582
9 Univision Deportes (Univision Communications) 193,369
10 Discovery  177,826

Shareablee Power Rankings™ Jan 2017-Dec 2017

*A video action is defined as consumer engagement such as a reaction, a comment or a share on Facebook.

 

Top 10 Media Properties on Facebook: By Branded Video Engagement

Shareablee Branded Video 2017 Rankings by Media Property Total Branded Video Actions
1 Tasty (BuzzFeed) 8,813,674
2 Blossom (First Media) 4,825,198
3 Bleacher Report (Turner) 4,552,201
4 Ellen DeGeneres (Warner Bros) 3,315,817
5 Adult Swim (Turner) 2,308,101
6 Tastemade 1,928,458
7 So Yummy (First Media) 1,903,449
8 NowThis (Group Nine Media) 1,800,152
9 Great Big Story (Turner) 1,644,204
10 INSIDER (Business Insider, Inc) 1,631,687

Shareablee Power Rankings™ Jan 2017-Dec 2017

*A video action is defined as consumer engagement such as a reaction, a comment or a share on Facebook.

 

About Shareablee, Inc

Shareablee is a company focused on audience-based social media measurement for media publishers, agencies and brands that want to understand the impact and effectiveness of their cross-platform social media campaigns. Founded in 2013 by Tania Yuki, and based in New York City, Shareablee has grown to over 60 employees in the U.S., EMEA and APAC, with clients in 15 countries. Shareablee has partnerships with comScore, Microsoft and Bloomberg, and is a Facebook Media Solutions partner.

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