By Libby Leffler, Craig Mullaney, and Meghan Peters, Strategic Partner Managers, and Yuning Zhang, Data Analyst

On Facebook, the conversation about this year’s State of the Union played out in videos. A lot of partners ask us about how they can use Facebook Video to reach a broad, engaged audience. The great videos posted by the news media, the White House and members of Congress around the SOTU are great examples to spotlight.

Media organizations

 

Media organizations tapped into the real-time conversation around State of the Union with Facebook Video. Broadcasters, including NBC News, MSNBC, Fox News and ABC News, uploaded clips from their coverage to Facebook throughout the speech. C-SPAN sped things up with a hyperlapse of the start of the address.

C-SPAN #hyperlapse

From BuzzFeed News to TheBlaze, publishers also reached the State of the Union audience with Facebook Video. The New York Times shared clips of key moments during and after the speech. By sharing the videos soon after each moment occurred, The Times tapped into the conversation as it was happening. This video of the most-talked about quote of the speech — “I know because I won both of them” — had the most interactions of any video mentioning State of the Union that day, and is The Times’ most-viewed Facebook video to date.

The New York Times – “I know because I won both of them”

“We’re thrilled at how many people shared these videos with their friends as they talked about key moments of the president’s address,” said Cynthia Collins, editor of social media at The New York Times. “The videos also resulted in a deeper connection between the Facebook audience and Times Video. Thanks to the “Sign Up” call to action on the video player, we also collected thousands of new email subscribers for our free Times Video email newsletter in just one night.”

The White House

 

The White House has used its Facebook Page to publish 18 native videos in the weeks leading up to, during and immediately following the State of the Union address. A series of native videos featured breaking news and announcements from the President, offered a glimpse into the SOTU speechwriting process, shared quick facts about the historic event, and even encouraged people to ask questions of key administration officials the morning after the annual address using the hashtag #AskTheWH. These videos reached a total audience of 26 million with more than 13.5 million views.

President Obama reflects on the SOTU

Big Block of Cheese video

On January 8, the White House shared an exclusive video on Facebook as the President kicked off his pre-State of the Union road show. The video, filmed on Air Force One, detailed the President’s proposal for tuition-free community college education and quickly became the single most-viewed Facebook video that the White House has shared to date – 8.3 million views and counting – reaching more than 21 million people.

Community college video

During the State of the Union address, the White House published a series of eight short native videos along with key quotes and milestones from the talk. In total, these clips have been viewed 1.76 million times to date.

Example clip during the speech

The United States Congress

 

On Tuesday and Wednesday, more than 100 legislators across the political spectrum shared their views on the speech. These videos were viewed more than 1.9 million times on Facebook and many were integrated directly into television and digital coverage of the event.

“We want to reach people where they are,” said Caleb Smith, Speaker John Boehner’s Digital Communications Director. “And Facebook’s video platform offers the opportunity to do exactly that — at any time and on any device — in both a substantive and engaging way.”

Before the speech, Speaker Boehner posted a video previewing the address and another complimenting Vice President Biden’s suit during last year’s SOTU.

Speaker Boehner and Vice President Biden’s suit

Members of the House of Representatives and the Senate also shared videos on their way into the House Chamber and while waiting for the speech to begin.

House Republican Conference Chair Cathy McMorris Rodgers, for example, posted this preview of both the president’s speech – and the Facebook Q&A she hosted later in the day – from inside National Statuary Hall :

Sen. Cory Booker shared his reaction immediately following the address:

Senator Ted Cruz posted video directly from his Facebook Mentions app, a great tool for public figures to discover and join conversations on Facebook.

Sen. Ted Cruz

Sen. Rand Paul

Sen. Dick Durbin