People use Facebook for a lot of different things. Some people share cat pictures. Some people keep in touch with friends from college. Celebrities use it to talk to fans. And a whole lot of people are using Facebook to watch food videos. In fact, according to a new study, food videos are by far the most popular videos on Facebook.
According to analytics firm Buzzsumo, videos are the most engaging format on Facebook. After comparing the number of views, shares, comments, and likes on 100 million Facebook videos, Buzzsumo says food is easily the most popular of all the subjects people are making Facebook videos about. The second most popular Facebook video topic is fashion and beauty, and food videos have more than twice the interactions that fashion videos have.
Everyone who spends any amount of time on Facebook has probably seen some of Buzzfeed Tasty’s wildly popular overhead cooking and recipe videos. The top video on the page shows how to make sliders four ways. It’s just over a minute and a half long, and it has been viewed more than 195 million times and shared more than five million times. A video for churro ice cream bowls has been viewed more than 180 million times.
Buzzsumo says 60 to 90 seconds is the ideal length for a Facebook video. Food probably does so well because it’s a subject that has broad appeal, and it lends itself well to that short video format. A quick, good-looking recipe video is the sort of thing a person might want to share with their friends for fun.