Study: Native video outperforms YouTube content on Facebook

Dive Brief:

  • Research from Quintly on native video Facebook posts found native video posts had a 1055% higher share rate last December, and perform better than similar YouTube content by 109.67%, as shared in a Quintly blog post.
  • The study also found that 46.86% of Facebook profiles used videos, with native videos used in 90% of those profiles.
  • Looking at other formats, YouTube videos were included in 30% of analyzed profiles on Facebook, three times less than native videos, and Vimeo accounted for only 2% of analyzed profiles.

Dive Insight:

The Quintly research is an update from a report released in December 2015 that found Facebook native video was the most popular format at that time as well at 65%, although since that time Facebook native video has widened the gap in interactions. While Vimeo was almost as popular as YouTube in December 2015, it has since significantly dropped in usage.

One reason the Facebook native video format remains the most popular on the platform, and is actually increasing in dominance, is Facebook made it clear the news feed algorithm would reward video uploaded in its own format rather than another like YouTube or Vimeo.

The Quintly study included 167,000 analyzed profiles and over six million posts were screened from July to December 2016.

Filed Under: Marketing Tech Social Media Video