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.
“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.