Founded in 1962, Regal Entertainment, Inc. (formerly Regal Films), is one of the oldest surviving movie studios in the Philippines. In 2019, they changed their Facebook strategy to emphasize video content and began using existing film content from past productions to create videos that are monetized on Facebook with in-stream ads. Not only did this create an additional revenue stream, but in the months that followed the shift in strategy, Regal Entertainment also saw large gains in followers and monetizable video views, along with strong in-stream ad revenue growth.
Goals: Regal Entertainment Film Studio
- Establish a revenue stream on Facebook
- Grow audience and follower base
In the three months after Regal Entertainment instituted their new Facebook strategy (May 1, 2019 to July 31, 2019):
49.3% of 590 total posts were videos (compared to 18% of 702 total posts in the previous 3 months)*
75.9% of 199 total videos were 3+ minutes in length (compared to 30.6% of 108 total video posts in the previous 3 months)*
18M one-minute (monetizable) video views (compared to 190K in the previous 3 months)
170K additional followers (compared to 5K additional followers in previous 3 months)
Strong in-stream ad revenue growth, almost doubling in-stream ad earnings QoQ
Regal Entertainment shifted their Facebook strategy to focus on video rather than mostly posting photos. They also increased their production of videos that are at least three minutes in length, so they could monetize them with in-stream ads. This Facebook monetization solution allows publishers to insert an ad after the one-minute mark in qualifying three-minute videos. According to data from CrowdTangle, in the first three months after Regal Entertainment instituted their new Facebook strategy, 75.9% of 199 total videos were at least three minutes long, compared to 30.6% of 108 total video posts in the previous three months. Additionally, Regal Entertainment had 18M one-minute (monetizable) video views, compared to 190K in the previous three months.
As an established film studio, Regal Entertainment has a large amount of existing video content in their archives. To avoid added expense, they decided to repurpose their old material rather than producing entirely new film content for Facebook. They created serialized movie uploads to facilitate repeat viewing. This entailed splitting movie content into multiple parts with cliffhangers, with each episode posted separately on Facebook. As a result of their new strategy, they now feature a mix of old and new content on their Facebook Page. In addition, they began posting at a regular cadence so fans would know when to expect new content and then check the Page accordingly.
Regal Entertainment also began utilizing Facebook Watch Party, Facebook Premieres, and Facebook Live. These have provided additional ways to engage their audience and promote their content, often enabling viewers to experience a live event or new video content together in real time.
In the three months after launching their new Facebook strategy, Regal Entertainment gained 170K additional followers (compared to 5K additional followers in previous three months). In the six months after the new strategy (May 1, 2019 – October 31, 2019), they had strong in-stream ad revenue growth, almost doubling in-stream ad earnings QoQ. They’ve also benefitted from being able to test new concepts on Facebook and evaluate audience feedback and behavior before deciding whether to initiate full-scale funding into a particular idea.