Second through fourth place went to The Best of Tumblr, Funniest and Craziest Videos and Official WorldStarHipHop, respectively, with BuzzFeed Food settling into the No. 5 spot.
NewsWhip noted that only 11 of the top 20 most shared video pages from June remained on the August list, and the social content tracker highlighted newcomer Vocativ and its “ambitious push” into video.
NewsWhip discussed the challenges facing video publishers on Facebook in a blog post:
For most of the top 20 publishers, their most popular videos get the overwhelming bulk of their monthly engagement, while the rest can see fairly lackluster numbers.
For instance, UNILAD’s biggest video of the month made up 23.4 percent of its total shares in August. The combination of Vocativ’s two biggest videos counted for almost 88 percent of its August video shares. And Perez Hilton’s page is in the top 20 because of one video that went super-viral (also food-themed).
Many publishers will be eager to make use of the appetite for video, but our data shows that even for the most successful names, it’s tough to judge what exactly is going to work in News Feed. Turning every story into a video and expecting it to be viewed by millions is not a realistic expectation.
Readers: Did you share videos from any of NewsWhip’s top 20 pages?