Native Videos Dominate on Facebook (Study)

With video beginning to dominate Facebook, native videos have been dominant in terms of engagement.

With video beginning to dominate Facebook, native videos have been dominant in terms of engagement.

A new study by social analytics provider Quintly found that Facebook native videos are drawing up to four times more interactions than videos uploaded from other sources.

Quintly found the following interaction rates in a study of more than 1 million Facebook video posts:

  • Facebook native video: 0.53 percent
  • YouTube: 0.15 percent
  • Vimeo: 0.13 percent
  • Other: 0.14 percent


Quintly also found that in terms of videos uploaded to Facebook, native videos also dominated, with videos from YouTube not quite accounting for one-quarter of videos posted to pages, and other video players—Twitch, Vevo and Red Bull’s media player—combining for about 10 percent.


Finally, Quintly found that when it comes to advertising, Facebook native videos and Vimeo videos tend to be promoted most frequently, while the opposite is true for videos from YouTube.

Quintly said in its report (embedded below):

Facebook invests a lot of resources to increase the pressure on video “top dog” YouTube. Having its own algorithm, which ranks updates in users’ News Feeds, Facebook is able to determine which reaches more people. As YouTube videos can be seen as competition for Facebook, it would make sense to incentivize videos uploaded straight to Facebook.

Another reason for companies to upload straight to Facebook is features that can help increase interactions. First, there is the auto-play function. This feature has the power to grab people’s attention while just scrolling through their News Feed. As a result, content has to be attention-grabbing in the first seconds. Despite the fact that this feature is disabled by many users, it can be greatly beneficial for marketing on Facebook.

Knowing that native videos perform significantly better than YouTube uploads, businesses actively marketing on Facebook should go for Facebook native videos rather than any other video formats.

Readers: What did you think of the findings by Quintly? David Cohen is editor of Adweek's Social Pro Daily.