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Facebook Native Videos vs YouTube and other video formats

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This study analyzes the difference between Facebook native videos and other third party integrations. quintly analyzed the share of posts as well as the amount of interactions received.

Published in: Social Media

Facebook Native Videos vs YouTube and other video formats

  1. 1. How do Facebook native videos perform against third-party integrations Facebook Native Video Study
  2. 2. This study analyzes the difference between Facebook native video and other third-party video integrations (YouTube, Vimeo etc.). quintly analyzes not only the share of posts, the amount of interactions but also identifies which video formats are promoted most with ads. quintly analyzed more than 1 Million video posts published on Facebook
  3. 3. 10 % Vimeo 1% 24 % 65 % @quintly Share of Video Post Types on Facebook YouTube Facebook native Other Facebook Native Videos dominate YouTube videos increasingly under pressure on Facebook The option uploading straight to Facebook dominates users timelines. We found that just 1/4 of all videos are YouTube embeds. Other players including Twitch, Vevo and Red Bulls own media player reach collectively a share of 10%. Chart: Share of videos by video platform on Facebook Data source: quintly analyzed a sample set of more than 1Million Facebook posts. Data Period: July - November 2015
  4. 4. 4x higher interactions on Facebook native videos YouTube videos receive significantly less interactions than Facebook native videos Videos uploaded directly to Facebook receive a notably higher amount of interactions, including likes, comments and shares. This seems to be caused by the Facebook EdgeRank incentivizing marketers to use the in-house service as well as other features like auto-play. Bar-Chart: Average number of interactions per video Data source: quintly analyzed a sample set of more than 1Million Facebook posts. Data Period: July - November 2015 Facebook native 2712 YouTube 605 Vim eo 202 Other 843 @quintly
  5. 5. Check out your own social media stats Try quintly for free: quint.ly/start_free
  6. 6. Analyzing the share of sponsored posts, our algorithm shows that Vimeo and Facebook videos tend to be sponsored most frequently. Vimeo which did not play a major role as interaction driver or in amount of shares, seems to be interesting for brands to promote with ads. Bar-Chart: Share of sponsored posts by video-type in percent of all videos posted Data source: quintly analyzed a sample set of more than 1Million Facebook posts. Data Period: July - November 2015 Facebook and Vimeo videos sponsored more often Brands are less likely to promote YouTube videos on Facebook Facebook native YouTube Vim eo Other 10,4% 7% 10,3% 8,6% @quintly
  7. 7. Facebook pages have the possibility to use multiple platforms for video updates in the analyzed period. This bar chart shows that YouTube is used from 60% of pages and Facebook native videos from 78%. Bar-Chart: Usage of different video platforms by Facebook pages in percent Data source: quintly analyzed a sample set of more than 1Million Facebook posts of Facebook pages that use video posts. 
 Data Period: July - November 2015 38.0% 38% of pages use Facebook videos in their strategy Most brands use not only one video format; YouTube still strong with 29% @quintly Facebook native 28.6% YouTube 3.4% Vim eo 10.6% Other
  8. 8. Check out your own social media stats Try quintly for free: quint.ly/start_free
  9. 9. @quintly Avg. Interactions Interaction Rate % Paid Share of 
 Video Posts Facebook Native 9 1.77 % 0 41.72 % YouTube 4 0.80 % 0.3 44.11 % Vimeo 6 1.13 % 0 2.8 % Other 3 0 0 0 Video Performance Comparison Facebook pages with 1-1k fans Data Source: quintly analyzed over 500 Facebook Pages and 29k posts Data Period: Q3 2015; Percentage of “Paid“ analyzed by quintlys new sponsored post detection
  10. 10. Check out your own social media stats Try quintly for free: quint.ly/start_free
  11. 11. @quintly Avg. Interactions Interaction Rate % Paid Share of 
 Video Posts Facebook Native 45 1.01 % 0.33 % 50.57 % YouTube 18 0.41 % 0.14 % 38.66 % Vimeo 24 0.53 % 0.53 % 2.33 % Other 15 0.34 % 0.06 % 8.44 % Video Performance Comparison Facebook pages with 1k-10k fans Data Source: quintly analyzed over 500 Facebook Pages and 29k posts Data Period: Q3 2015; Percentage of “Paid“ analyzed by quintlys new sponsored post detection
  12. 12. @quintly Avg. Interactions Interaction Rate % Paid Share of 
 Video Posts Facebook Native 304 0.78 % 3.61 % 59.52 % YouTube 82 0.22 % 2.16 % 31.60 % Vimeo 98 0.27 % 0.74 % 1.28 % Other 78 0.21 % 0.69 % 7.62 % Video Performance Comparison Facebook pages with 10k-100k fans Data Source: quintly analyzed over 500 Facebook Pages and 29k posts Data Period: Q3 2015; Percentage of “Paid“ analyzed by quintlys new sponsored post detection
  13. 13. @quintly Avg. Interactions Interaction Rate % Paid Share of 
 Video Posts Facebook Native 1,491 0.45 % 6.30 % 69.41 % YouTube 399 0.13 % 4.88 % 20.01 % Vimeo 382 0.14 % 8.63 % 0.4 % Other 462 0.14 % 1.34 % 10.18 % Video Performance Comparison Facebook pages with 100k-1M fans Data Source: quintly analyzed over 500 Facebook Pages and 29k posts Data Period: Q3 2015; Percentage of “Paid“ analyzed by quintlys new sponsored post detection
  14. 14. @quintly Avg. Interactions Interaction Rate % Paid Share of 
 Video Posts Facebook Native 6,305 0.23 % 11.83 % 69.64 % YouTube 1,859 0.06 % 13.70 % 17.88 % Vimeo 1,511 0.06 % 32.91 % 0.00 % Other 1,915 0.06 % 19.19 % 12.31 % Video Performance Comparison Facebook pages with 1M - 10M fans Data Source: quintly analyzed over 500 Facebook Pages and 29k posts Data Period: Q3 2015; Percentage of “Paid“ analyzed by quintlys new sponsored post detection
  15. 15. @quintly Avg. Interactions Interaction Rate % Paid Share of 
 Video Posts Facebook Native 17,413 0.08 % 28.16 % 82.50 % YouTube 13,501 0.06 % 60.20 % 12.35 % Vimeo 11,803 0.08 % 66.67 % 0.00 % Other 8,448 0.04 % 18.05 % 5.09 % Video Performance Comparison Facebook pages with 10M - 100M fans Data Source: quintly analyzed over 500 Facebook Pages and 29k posts Data Period: Q3 2015; Percentage of “Paid“ analyzed by quintlys new sponsored post detection
  16. 16. Find out how your videos are performing Try quintly for free: quint.ly/start_free Happy Analyzing!

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