Facebook is prioritizing its own native video formats over YouTube and other video
John Koetsier is a journalist, analyst, author, and speaker.Social media marketers have long suspected that Facebook prioritizes video uploaded directly to Facebook versus video shared from another source, like YouTube. A new study confirms the suspicion.by 167,000 Facebook profiles over the last half of 2016. In each month, Facebook native videos performed better in average interactions and shares, averaging 110% more interactions and 478% more shares.
Native videos start playing automatically , while YouTube videos need to be tapped on. Native videos play right in the Facebook interface, while YouTube videos need to load an external mobile web page which is then displayed inside Facebook's wrapper. The result is a faster, cleaner, simpler user experience. And the result of that is Facebook sucking in more native content.
This is likely related to Facebook's increasing efforts to displace YouTube as the de facto video king of the web and mobile ecosystems --Ninety percent of profile pages use native Facebook videos, says Quintly, compared to 30% which use YouTube. Eight-five percent of video posts by volume are Facebook videos, and that's growing.
Bigger profiles with more than 10 million followers tend to use native Facebook video the most -- they're learning the fastest. And they grew their average native video use by over 35% throughout the study.
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