In 2019 we sought to revolutionize our approach to quality Facebook content: To refine and hone our mission; to have as many of our videos as possible served to Facebook Watch; to monetize as many of our published videos as possible; to maintain high engagement at a very volatile time on Facebook.
In short: post less, do more. We increased our ratio of 3-minute videos to close to 90%, and stopped producing videos for Facebook that were under 1 minute. We now exclusively post vertical videos to amplify our reach and accessibility on Facebook Watch. We stopped creating clickbait videos that didn’t fit our mission, and we invested heavily in better social storytelling to increase our retention rates.
Across the board our numbers improved dramatically as we published fewer, better posts. More than 60% of our top performing videos in 2019 were 3 minutes in length or longer. In the Now grew by half a billion views on Facebook in 2019, and our Facebook following increased by 10% in the same period. The majority of our posts also continue to demonstrate extraordinary retention rates of over 50%.
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