Video Essentials

Facebook or YouTube: Which Gives the Biggest Viral Video Boost?


When placing videos online, which social powerhouse gives brands the biggest boost: YouTube or Facebook? Social media marketing agency Socialbakers set out to answer that very question by monitoring the performance of several videos.

facebook_lg“When we looked at those videos, we found differences between if a company published a Facebook video or if a company published a YouTube video,” said Jan Rezab, Socialbaker’s CEO. “Now, we’re not necessarily recommending to always send Facebook videos out. I think YouTube is a general standard, and 90 percent of all the videos published on Facebook brand pages were YouTube videos. But the 10 percent of the Facebook videos that were published typically had a better virality rate, and by quite a lot, actually.”

Facebook videos get shared more, which makes sense, as the site is all about sharing. But it would be silly to ignore the power of YouTube.

“If we look at a full percentage, it was two full percentages points of the entire reach, which was equivalent to about a 100 times raw difference, so, being the YouTube videos didn’t have a lot of the viral engagement that the Facebook videos did,” Rezab said. “It was on a very big amount of videos, it was at tens of thousands of videos that the study was done at, so statistically very relevant data.”

To hear more about video sharing, including why video views is the wrong metric to use, and why analytics should be shared widely within an organization, watch the video below.




Discussion

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  1. This article + video says a lot and at the same time nothing. The guy in the video is primarily promoting his own service, therefore he is biased and not to be trusted. What he says about looking at views of videos does not mean anything, it is a hollow statement that requires more information. But if he gives that information, he reveals his “secret” (if there is one)and you don’t need him anymore. In short, I find the article worthless. It is just a concealed ad.

    Posted by John | April 9, 2013, 3:01 pm
  2. Ever thought about the fact that publishing a video on Facebook using the Facebook player requires actual uploading and effort whereas it is super easy to post an existing YouTube video (from someone else even) on Facebook, almost without any effort?

    The fact that 90% of the videos posted on Facebook are indeed YouTube videos against only 10% actual Facebook uploads proofs this.

    So, the effort needed to upload to Facebook creates an automatic selection of quality/like-ability. No surprise that such videos get shared more.

    This does not say anything about the difference in viral performance of a video posted in a YouTube player on Facebook or that same video posted in a Facebook player on Facebook.

    Please redo your study and compare a set of videos in a YouTube player and the same set of videos in a Facebook player, both sets posted on Facebook.

    Posted by Robert-Jan | April 10, 2013, 5:18 am