For the purpose of this study, we have chosen videos that brands have shared across Facebook during the last three months. As you know, there are two options – to either upload the video natively from your computer or to share a link to your video from YouTube. Apparently, admins prefer the latter, with 4 731 YouTube links posted vs. 554 Facebook videos, from December 4th – March 3rd 2013.
Facebook videos tend to have a higher Engagement Rate than YouTube links (0.22% on average compared to 0.10%). As already mentioned in the previous study, this could be due to the fact that you can play Facebook videos directly from the mobile news feed, which is increasingly becoming a preferred way of social update consumption. Interestingly enough, both YouTube links and Facebook videos generate nearly the same fan interaction, with about 77% of Likes, 16% of Shares, and 7% of Comments.
Interestingly, our data shows that Facebook videos achieved a 10 times higher viral reach than YouTube links did! Viral Reach is the percentage of people reached via a user-generated story (like, comment, share). Do you think Facebook videos have an advantage over YouTube links in the news feed? Let us know in the comments section below.
Note: We deliberately omitted paid reach from the graph since it is completely dependent on the marketing budgets of individual companies. The more you pay, the more your post generates reach.