We’re increasingly seeing a shift towards visual content on Facebook, especially with video. In just one year, the number of video posts per person has increased 75% globally and 94% in the US. And with people creating, posting and interacting with more videos on Facebook, the composition of News Feed is changing. Globally, the amount of video from people and brands in News Feed has increased 3.6x year-over-year.

Since June 2014, Facebook has averaged more than 1 billion video views every day. On average, more than 50% of people who come back to Facebook every day in the US watch at least one video daily and 76% of people in the US who use Facebook say they tend to discover the videos they watch on Facebook.

What It Means for Content Creators

The most important thing to remember when creating video for Facebook is that it will be a part of News Feed. As a creator, you should be conscious that people will discover your video in News Feed next to a photo from a friend or a status update from a relative. Your video needs to fit in, and it needs to be something that your audience will want to watch and share.

With the launch of auto-play and the surge in mobile use, it’s also important to focus on posting videos that grab people from the first frame of video. Shorter, timely video content tends to do well in News Feed. Keep in mind that auto-play videos play silently in News Feed until someone taps to hear sound, so videos that catch people’s attention even without sound often find success.

Whether you’re a journalist in the field or a public figure sharing a part of your life, post raw videos that are compelling, shareable, clips that no one else will have.

Finally, it’s important to know what your audience likes. Look at your video insights to understand what people enjoy seeing, and what doesn’t work so well.

Find more tips and best practices on telling rich stories with Facebook Video.

To see some of the most popular and interesting videos on Facebook, check out the latest installment of our Can’t Miss Videos series.