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Facebook Video Pays Big Dividends for Marketers

Facebook videoIt’s 2017, and you likely already know video is one of the top content formats to use if you want to get your audience’s attention. But which video platform should you use if you plan to share videos on social media? Well, if you’re going to share on Facebook, you should stick to its native video format, because according to a study by quintly, Facebook videos have a 1055 percent higher share rate than other video platforms like YouTube and Vimeo. Yeah, with numbers like that, Facebook native video is probably worth considering.

The Basics on the Study

Earlier this year, quintly conducted a follow-up study to a study from the end of 2015, which found that 65 percent of videos on Facebook were from the social network’s native video platform. So how did that number change during 2016?

Well, it’s gone up. A lot. From July to December of 2016, quintly studied 167,000 Facebook profiles and more than 6 million posts. It found that more than 90 percent of the profiles that were studied used Facebook native videos, whether through Facebook Live or a recorded video.

How Do Facebook Videos Compare to Other Platforms?

Remember when YouTube was the place to go for videos? Well, it no longer holds that title, not on Facebook at least. The study found that only 30 percent of the videos on Facebook were from YouTube.

And Vimeo is even less of a player now when it comes to social media videos, because only two percent of the analyzed pages featured a video from that site. The percentage of pages that had video from another site was seven percent. Apparently (and surely by design), Facebook is winning the game when it comes to native videos on its own site.

Of the more than six million posts analyzed, quintly found that a little over five million—or about 84 percent—were Facebook videos. About 10 percent were from YouTube, and five percent from other platforms, with just 0.22 percent from Vimeo.

How Do Facebook Videos Perform Compared to Others?

The study by quintly also looked at how many interactions different videos received. Interactions include shares, comments, and likes/reactions to each video. The interaction rate for Facebook’s native videos was nearly 110 percent higher than the rate for YouTube videos.

This shouldn’t be surprising since the same study found the share rate of Facebook videos was almost 478 percent higher than the share rate of YouTube videos. And in December of 2016, the disparity was even more noticeable, since the share rate of Facebook native videos was about 1055 percent!

What You Can Learn from this Study

As you can see, Facebook video is where it’s at. The only question is why. According to quintly, the main reason for the popularity of Facebook video is how easy it is to interact with viewers right away. In fact, when you use Facebook Live, you get instant reactions from people as they watch. So, if you think you’d benefit from reaching out to your viewers in real time, Facebook video is a good idea for your marketing strategy.

Of course, this only applies to videos you plan to share on Facebook. If you want to post videos to a variety of sites, you can stick to Facebook video just for Facebook, and then look into other video platforms when you post on different social networks. And if you want to monetize your videos, YouTube is still your best bet, at least for now.

Is using Facebook native video part of your current digital marketing strategy? We’d love to hear how your experience compares with the quintly research results.