Recently, we reported that videos uploaded via Facebook have a higher Engagement Rate than YouTube links. You asked us how these two methods of uploading videos affect their reach – here are the results!
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.
Want to see the latest news on video posting to Facebook and YouTube?
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.
What does it take to make an impact?
You May Also Like
How The Earth Hour Social Campaign Made a Real…
Social media is changing the world in many ways. One of them is by giving nonprofits the ability to reach more and more people. It provides a way for organizers to take local events and amplify their message online globally. Earth Hour, organized by World Wide Fund for Nature (WWF), is a great example of a local action going ‘viral’ and spreading across the globe.
360-Degree Content: What it Meant for Marketers…
In the past two years, Facebook has introduced a number of groundbreaking content formats. This has given marketers the ability to showcase their products in a whole new dimension. We looked at how 360-degree content performed against conventional videos and photos on Facebook in 2016. Here's what we discovered: