Brands on Facebook shift from YouTube in favour of native video service

Brands are moving away from YouTube as the medium as choice for posting video content on their Facebook pages in favour of Facebook’s own video service, as the latter is driving higher levels of engagement, data from Socialbakers suggests.

The social media analytics firm found that, over the last 12 months, while YouTube remains the preferred channel for video on corporate Facebook pages, use of Facebook’s native video service has doubled and looks likely to replace YouTube as the favoured medium.

Brand video posts

Socialbakers gleaned data from 20,000 Facebook pages, across brands, media, celebrities, and entertainment companies, looking at over 180,000 video posts over the last 12 months until September 2014.

Facebook’s native videos are also receiving greater share of engagement at over 70 per cent, the firm found.

Share of interactions

The data was taken from both global and local brand Facebook pages. Socialbakers points out that brands from Asia are regularly in the top 10 by use and engagement.


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