Video has become the core of social networks during the last few years, driving growth, engagement, media consumption and ad consumption. Indeed, the explosion of video on social media is having a disruptive impact on established video platforms, as nearly every major social network, including Facebook, invests heavily in video infrastructure. A report from social media analytics platform Quintly examines Facebook’s continued dominance of video.
Of the 167,000 profiles examined by Quintly, 47 percent use video of some sort in their Facebook campaigns, including video from any source and Facebook Live video. Of those profiles, 90 percent use Facebook’s native video tools, 30 percent preferred YouTube and 9 percent used Vimeo or other sources such as proprietary players.
Facebook’s video dominance becomes even clearer when looking at individual posts. Nearly 85 percent of posts on Facebook use the social network’s native video, while YouTube represented just over 10 percent of posts and Vimeo and other sources accounted for less than 5 percent.
The primary reason to invest in video on any platform is to increase audience engagement audiences; Facebook native video wins again by this metric. When comparing the average interaction rate (combined views, shares, reactions and comments) between Facebook and YouTube, Facebook was ahead by almost 110 percent during the last six months of 2016. What’s more, Facebook videos were also shared 4.5 times more than YouTube videos.
Clearly, Facebook’s move to native video has been hugely successful. However, the internet of siloed content may be a thing of the past, as each service is now moving more toward offering all types of content at all times.
Download the full report for more information on Facebook’s growth and YouTube’s decline.