This document analyzes data from over 1 million Facebook video posts to compare the performance of native Facebook videos versus videos hosted on other platforms like YouTube, Vimeo, etc. The key findings are: 1) Facebook native videos dominated, accounting for 65% of all video posts, while YouTube videos accounted for 24% and other platforms like Vimeo and Twitch made up the remaining 11%. 2) Facebook native videos received on average much higher user interactions (likes, comments, shares) than videos from other platforms like YouTube. 3) Brands were more likely to sponsor Facebook native videos and Vimeo videos with paid/promoted posts than videos from other platforms like YouTube.

1. How do Facebook native videos perform
against third-party integrations
Facebook Native Video Study

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. 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. 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. Check out your own social media stats
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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. 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. Check out your own social media stats
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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. Check out your own social media stats
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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. @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. @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. @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. @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. Find out how your videos are performing
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Happy Analyzing!