Dive Brief:
- Quintly looked into video posted to Facebook across platforms and found that native Facebook videos led the field with four times the interactions of those posted from YouTube, Vimeo, Twitch, Vevo and Red Bull.
- Separate research from John Koetsier found that YouTube, however, leads Facebook in pure viewership by 11 times.
- Venture Beat posits that Quintly's results could possibly be attributed to Facebook's autoplay feature for native videos, or perhaps thanks to its EdgeRank algorithm, which is responsible for deciding what posts users see on their timelines, favoring native video.
Dive Insight:
When it comes to promoting videos across social media, marketers might be better off uploading to each of the social platforms separately.
Research from Quintly illustrated this point by uncovering native Facebook videos get four times the interaction of videos shared from other platforms, including viewership leader YouTube.
From the Quintly report: “Facebook seems to incentivize businesses to upload videos straight to their 'in-house' service. As well as that, features that are just available for Facebook native videos, such as auto-play, seem to boost the performance of video posts. Knowing that, companies relying on videos in their content strategy should consider [uploading] their videos to YouTube and Facebook separately.”
The study found that Facebook had higher interaction for paid video campaigns as well.
