Adweek: Facebook Video Is Increasingly Important for Brands

Even as Facebook plans on de-emphasizing publisher-posted content in users' news feeds in favor of posts from friends and family, video seems to be on the way up.

According to data compiled by SocialFlow, a social analytics company used by many major publishers, video content posted by publishers on Facebook is gaining quite a bit of traction. The company—which posts more than half a millions stories a month to Facebook and other social media channels on behalf of publishers—analyzed 30 days of video content to determine the total reach, likes and shares. And while a report last month highlighted a 42 percent drop in reach for publishers from January to May, SocialFlow found reach had grown by a factor of eight in the past month.

According to the data, which SocialFlow presented via Facebook Live on Tuesday, video accounted for just 0.9 percent of posts but for 7.15 percent of reach, 5.2 percent of likes and 11.1 percent of shares. And while the results don't represent all publishers, SocialFlow said there might be some outlets that are seeing even better results.

"It's clear that media companies are increasingly turning to video to maximize their reach and audience engagement," SocialFlow CEO Jim Anderson said in an email to Adweek. "We've heard plenty of anecdotal reports of strong video performance, and now we have the data to back up the anecdotes."