How Virtually Dating Drives Viewership and Engagement on Facebook Watch

 
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The Challenge

Facebook Watch presents a lucrative opportunity to online video creators. Facebook earmarked nearly $1B for content developers through 2018, and is offering content providers up to 55% of ad revenue. Jefferies analyst Brent Thill has predicted that the service has the potential to earn $12 billion in revenue by 2022.[1]

So how can you get a piece of the action? How can you produce content that’s going to be a hit with Facebook Watch viewers? One way to give yourself an edge is with Canvs Watch, the world’s only emotional measurement solution that reveals insights about the content that is resonating most with audiences on Facebook Watch. Content creators use Canvs Watch to:

  • Create engaging shows on Facebook Watch. Plan new shows with the certainty about how to drive engagement and views.

  • Discover trends and benchmark performance. Track top creators, shows, and genres ranked by emotional engagement.

  • Measure emotional impact. Learn how your show makes people feel, what characters or storylines drive the strongest emotions, and how that stacks up against the competition.

Let’s dive deep into how Canvs Watch can analyze a top program and discover insights that help you improve an existing series or develop a new one.



Our Approach

In August 2017, Condé Nast made its debut on Facebook Watch with Virtually Dating, a series that sends people on blind dates in VR to see if their personalities make for a real-life match. In Fall 2017, it quickly became the #1 most emotionally reacted to show on Facebook Watch. Despite ranking 19th in number of episodes, Virtually Dating received 21x more Emotional Reactions than the average Facebook Watch show.

 
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First we used Canvs to discover which specific episodes were driving the most Emotional Reactions. We can see that John and Shelby have resonated the most with audiences on Virtual Dating. 56% of all Emotional Reactions for Virtually Dating were about their date.

The Zombie experience drove the most passion of all virtual experiences. 53% of all comments about the Zombies were emotional and 31% shared that emotion with a friend.

In Canvs, Reaction Rate measures the percentage of comments that contain an emotion. Emotional Tag Rate measures the percentage of Emotional Reactions that includes the tagging of a friend.

Once we have established an episode, theme, or character that are of particular interest, we can use Canvs Watch to look at the expressions that are driving the most Emotional Reactions.

And having identified specific drivers that underlie the audience’s Emotional Reactions, we can then drill down into specific comments to see if they reveal additional insights about why they feel so strongly about Virtual Dating. One thing is clear at a glance: many have a desire to experience Virtually Dating first hand.

 
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Key Takeaways

Facebook Watch is a huge opportunity for content creators, if they can get a finger on the pulse of what Facebook audiences enjoy watching most. Canvs Watch is the world’s only solution for measuring Emotional Reactions on Facebook Watch shows. Creators can use it to identify trends, analyze top performers and the Emotional Reactions behind their success, and to optimize the emotional impact of their own shows – whether it's an existing series or a future plan.

 

[1] Facebook Watch is a Massive Opportunity, U.S. News


See How You Can Win Viewers on Facebook Watch.

 
 


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