New research has found that videos uploaded directly by Facebook
users surpassed the number of shared YouTube videos for the first time
ever in November.
The data, which was compiled by social media-tracking firm
Socialbakers, suggests that Facebook is beginning to make a major dent
in YouTube’s audience share
Socialbaker’s analysis of 20,000 Facebook pages found that the
percentage of videos posted to the social network that were shared from
YouTube has been falling since May in favour of direct uploads.
There have been a number of suggestions as to why page owners are
making the transition, with the most prominent being that marketers have
identified greater value in publishing a video directly to social
networks.
This is boosted by the fact that Facebook videos play automatically
within the News Feed, drawing users to content. While this may also mean
that YouTube users are more interested in the video, as they have
actively searched for that content, Socialbakers CEO Jan Rezab says that
isn’t necessarily the case.
In an interview with Business Insider,
Rezab said that Facebook was a “more natural” platform to share and
engage with videos than YouTube, because of the social experience of
discussing content with friends.
Socialbaker’s findings are not entirely surprisingly as Facebook has
made a deliberate push into the video content sector recently. Alongside
the autoplay feature announced late last year, it has also launched
video adverts on Instagram and rumours suggest it is trying to tempt
some of YouTube’s biggest stars to publish directly on the social
network.
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Socialbaker’s analysis of 20,000 Facebook pages found that the
percentage of videos posted to the social network that were shared from
YouTube has been falling since May in favour of direct uploads.
There have been a number of suggestions as to why page owners are
making the transition, with the most prominent being that marketers have
identified greater value in publishing a video directly to social
networks.
This is boosted by the fact that Facebook videos play automatically
within the News Feed, drawing users to content. While this may also mean
that YouTube users are more interested in the video, as they have
actively searched for that content, Socialbakers CEO Jan Rezab says that
isn’t necessarily the case.
In an interview with Business Insider
,
Rezab said that Facebook was a “more natural” platform to share and
engage with videos than YouTube, because of the social experience of
discussing content with friends.
Socialbaker’s findings are not entirely surprisingly as Facebook has
made a deliberate push into the video content sector recently. Alongside
the autoplay feature announced late last year, it has also launched
video adverts on Instagram and rumours suggest it is trying to tempt
some of YouTube’s biggest stars to publish directly on the social
network.
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