Tiffany & Co.’s top-performing Facebook video offers a close-up view of the company’s signature engagement ring. Viewed only 127,000 times, the video nevertheless engaged viewers as well as couples, generating an 18% engagement rate. However, the brand’s “Will You” campaign video was far less successful. The short proposal story was widely seen with 1.7 million views, but generated only 2% engagement.

L2’s Intelligence Report: Video finds that product videos generate significantly more engagement on Facebook than other genres. Nearly half of the 100 Beauty and Hair Care brand videos with the highest engagement were product videos.

Cartier’s experiments with branded short films on the social platform confirm this observation. Its latest effort, “The Proposal,” drew 440,000 views and generated an engagement rate of 4.9%. In comparison, detailed shots of Cartier jewelry saw 18.6% engagement on only 7,000 views—six times higher engagement than the typical video with an average view count.

Like these Luxury brands, Consumer brands have boosted their popularity with product videos. Levi’s clothing animation “Layered & Cozy. Better Together” saw one of the highest engagement rates across Consumer brand videos in Q4 2014, followed closely by Make Up For Ever’s animated product video “Show Time.” MAC and Smashbox’s basic eye shadow videos generated 1.4 and 1.6 times higher engagement than the typical rate for videos with their view counts, according to the L2 study.

These cases also demonstrate that popularity doesn’t always generate engagement. Rather, the reverse appears to be true. The study finds that as view count increases, engagement declines, suggesting that brands posting videos on Facebook should weigh the desirability of these competing metrics during the content planning process.

Average Facebook Video View Count vs. Engagement

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