History TV18 had third highest views among traditional entertainment media brands on FB

Vidooly, a video intelligence company, released data across six categories, including health and lifestyle, new age entertainment, traditional entertainment, new age news, traditional news, individual creators and over 5,000 Facebook video publishers in India

BestMediaInfo Bureau | Mumbai | December 5, 2016

History TV18 is the only factual entertainment channel to find a place in the top 10 list of Vidooly's 'Traditional Entertainment Media Brand' on Facebook, standing at No. 3 with over 24 million views in the month of October. It came as a surprise because Bollywood and entertainment is what is expected to be a hit on social media otherwise. Proving the common emotion right, Star Plus rules the roost with 26 million plus views followed by Zoom at No. 2 with 2 million views.

Vidooly is a video intelligence company that has released data across six categories, including health and lifestyle, new age entertainment, traditional entertainment, new age news, traditional news, individual creators and over 5,000 Facebook video publishers in India. The data has the highest views' ranking for YouTube.

On being ranked third, right after the entertainment brands like Star Plus and Zoom, Sangeetha Aiyer, ?Vice-President and Head, Marketing, A+E Networks TV18 said, “We have always believed in being platform agnostic and going beyond television as medium for entertainment. Our FB videos are custom-made for the newsfeed and not simply promos for our shows and I think this success is testimony to our efforts in treating the FB user as a consumer of content and not promotions.”

According to the study by Vidooly, Times of India is India's most viewed video publisher on Facebook in overall and traditional news category with over 112 million views just in October. Other than these, some other interesting names in the overall leader-board are Aaj Tak, Hebbar's Kitchen, ScoopWhoop, Buzzfeed India, Glamrs, The Logical Indian, PopXo, Scroll and others.

Talking about the research Subrat Kar, CEO and Co-founder of Vidooly said, “India is right now at the centre of Facebook's growth strategy. With around 142 million monthly active users in the country, it is a platform that brands or video creators cannot ignore. Despite YouTube still being the go-to platform for most video creators in the country, Facebook is fast catching up and attracting new creators to its platform.”

According to Kar, for aspiring video creators in the country, Facebook can be a great platform that can give immediate feedback from the audience. They can then incorporate it in their overall content strategy and try to leverage other platforms like YouTube, Twitter and Instagram. For both traditional and new age digital media brands, Facebook can give an astounding reach (as evident by the massive number of views on videos) and help create a solid market positioning in a noisy and crowded marketplace.

He mentioned an observation, “Our study clearly shows that publishers who are successful on Facebook have a very different strategy than those of YouTube or any other platform. They understand that most view the content on mute while scrolling their newsfeeds because of which the content must be quick and very sticky. History TV18 is a great example of this strategy.”

Using cleverly curated content from its shows, History TV18 has carved a niche for itself among some of the big guns in the entertainment industry. The channel fashions its content to appeal to most of their audience by repurposing their existing content to make short and crisp videos only for Facebook. This goes on to reiterate the fact that quality cerebral content can have a huge audience on the platform and thrive along with traditional entertainers.

Kar said Vidooly will soon come up with more reports like this to help educate all the stakeholders in the ecosystem, and it will be fantastic if they can get some suggestions from the peers regarding this.

Vidooly was launched in November 2014 by Subrat Kar, Ajay Mishra and Nishant Radia. It is an online video intelligence software product for content creators, brands, multi-channel networks, agencies and media companies. Since its inception, over 20,000 video content creators across the globe have signed up on its platform to grow across social video such as YouTube, Facebook, Instagram and Twitter. Vidooly's audience and content insights empower video teams to refine their content, distribution and optimisation strategy, find and partner with influencers, and maximise video viewership.

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