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Sharing Video on Facebook
YouTube linking vs. native uploads
What we heard:
Facebook’s video-sharing strategy is
evolving, and gives strong preference to
native video uploads within the platform.
What we did:
An experiment in the spring of 2015. Duke’s
social/video team tested how Facebook’s
algorithm is treating video sharing.
We wanted to know if native video uploads
would perform differently than linking to
YouTube videos -- our preferred method of
sharing video in the past.
The details:
- Posted the same video a day apart, at the
same time both days.
- One of the posts was a YouTube link, the
other is a native video upload.
- Posted with identical copy in the caption.
- Experimented with four videos.
Example #1: YouTube Link
A video about a Duke alumni couple celebrating their 70th
anniversary in the Duke Chapel.
Example #1: Native Video Upload
A video about a Duke alumni couple celebrating their 70th
anniversary in the Duke Chapel.
Example #1: Results
Data YouTube Upload
Total Video Views 108* 438**
20,536
Average Video View Duration 1:26 :22
Post Reach 13,184 74,752
Post Likes 204 1,117
Post Shares 0 107
Post Comments 2 21
*total views on YouTube video from Facebook
**clicks to play on Facebook
Example #2: YouTube Link
A video explaining how organs make music.
Example #2: Native Video Upload
A video explaining how organs make music.
Example #2: Results
Data YouTube Upload
Total Video Views 166* **20,686
321,067
Average Video View Duration 3:35 :51
Post Reach 19,984 931,328
Post Likes 109 1,923
Post Shares 42 6,577
Post Comments 2 202
*total views on YouTube video from Facebook
**clicks to play on Facebook
Example #3: YouTube Link
A video about music influence on a poetry professor’s work.
Example #3: Native Video Upload
A video about music influence on a poetry professor’s work.
Example #3: Results
Data YouTube Upload
Total Video Views 10* **79
3,955
Average Video View Duration 1:02 :20
Post Reach 8,672 19,784
Post Likes 23 47
Post Shares 0 0
Post Comments 1 1
*total views on YouTube video from Facebook
**clicks to play on Facebook
Example #4: YouTube Link
A video about how professors are using social media in the
classroom.
Example #4: Native Video Upload
A video about how professors are using social media in the
classroom.
Example #4: Results
Data YouTube Upload
Total Video Views *47 **239
11,129
Average Video View Duration 1:38 :28
Post Reach 13,816 46,352
Post Likes 59 159
Post Shares 0 23
Post Comments 2 2
*total views on YouTube video from Facebook
**clicks to play on Facebook
Takeaways
• Native uploads have much higher reach, views and
engagement, but viewers watch for less time.
• Abandoning YouTube is not the answer – but a Facebook
strategy for your video is important.
• Once a video is shared a bunch, the views skyrocket.
• Engagement-to-likes ratio is huge with native uploads.

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Sharing Video on Facebook

  • 1. Sharing Video on Facebook YouTube linking vs. native uploads
  • 2. What we heard: Facebook’s video-sharing strategy is evolving, and gives strong preference to native video uploads within the platform.
  • 3. What we did: An experiment in the spring of 2015. Duke’s social/video team tested how Facebook’s algorithm is treating video sharing. We wanted to know if native video uploads would perform differently than linking to YouTube videos -- our preferred method of sharing video in the past.
  • 4. The details: - Posted the same video a day apart, at the same time both days. - One of the posts was a YouTube link, the other is a native video upload. - Posted with identical copy in the caption. - Experimented with four videos.
  • 5. Example #1: YouTube Link A video about a Duke alumni couple celebrating their 70th anniversary in the Duke Chapel.
  • 6. Example #1: Native Video Upload A video about a Duke alumni couple celebrating their 70th anniversary in the Duke Chapel.
  • 7. Example #1: Results Data YouTube Upload Total Video Views 108* 438** 20,536 Average Video View Duration 1:26 :22 Post Reach 13,184 74,752 Post Likes 204 1,117 Post Shares 0 107 Post Comments 2 21 *total views on YouTube video from Facebook **clicks to play on Facebook
  • 8. Example #2: YouTube Link A video explaining how organs make music.
  • 9. Example #2: Native Video Upload A video explaining how organs make music.
  • 10. Example #2: Results Data YouTube Upload Total Video Views 166* **20,686 321,067 Average Video View Duration 3:35 :51 Post Reach 19,984 931,328 Post Likes 109 1,923 Post Shares 42 6,577 Post Comments 2 202 *total views on YouTube video from Facebook **clicks to play on Facebook
  • 11. Example #3: YouTube Link A video about music influence on a poetry professor’s work.
  • 12. Example #3: Native Video Upload A video about music influence on a poetry professor’s work.
  • 13. Example #3: Results Data YouTube Upload Total Video Views 10* **79 3,955 Average Video View Duration 1:02 :20 Post Reach 8,672 19,784 Post Likes 23 47 Post Shares 0 0 Post Comments 1 1 *total views on YouTube video from Facebook **clicks to play on Facebook
  • 14. Example #4: YouTube Link A video about how professors are using social media in the classroom.
  • 15. Example #4: Native Video Upload A video about how professors are using social media in the classroom.
  • 16. Example #4: Results Data YouTube Upload Total Video Views *47 **239 11,129 Average Video View Duration 1:38 :28 Post Reach 13,816 46,352 Post Likes 59 159 Post Shares 0 23 Post Comments 2 2 *total views on YouTube video from Facebook **clicks to play on Facebook
  • 17. Takeaways • Native uploads have much higher reach, views and engagement, but viewers watch for less time. • Abandoning YouTube is not the answer – but a Facebook strategy for your video is important. • Once a video is shared a bunch, the views skyrocket. • Engagement-to-likes ratio is huge with native uploads.