Facebook Is Challenging YouTube…on Facebook
We’ve pointed out Facebook as a notable YouTube rival in the past, and now a report from social media analytics company Socialbakers suggests how robust of challenge Facebook might provide to the current giant in online video.
According to the report, which tracked upwards of 180,000 videos published across 20,000 pages from brands, media companies, and celebrities on Facebook, videos published natively to Facebook are increasingly becoming as common as YouTube embeds. As you can see in the graph below, Facebook’s share of video posts has steadily increased since the start of 2014, while YouTube’s has ultimately gone down.
Still, YouTube’s held on to its lead in terms of video uploads. However, Facebook has steadily beaten the video platform out when it comes to audience engagement. Since the start of the year, Facebook’s held the lead over YouTube (without any stiff competition elsewhere).
Overall, it seems like Facebook has made some big strides in the digital video space. From just May through July, their video views increased by 50%, and their videos now come with a view count, like those on YouTube.
That said, this study measures and compares the performance of Facebook and YouTube on Facebook. While Facebook is a giant on the web and on mobile, there is also a lot of places to go beyond its walls (even if it’s becoming more and more important as a driver of that traffic). It makes sense that native Facebook videos would perform better in terms of engagement versus YouTube embeds. Why? Because algorithms that favor Facebook’s own video player, and the fact that Facebook is working directly with top creators and marketers to publish content on its network. That’s going to drive performance up.
So yes, this data, as well as the recent claim by comScore that Facebook delivered more desktop video views than YouTube in August, show that Facebook is a worthy competitor to YouTube’s throne. But, at least for now, YouTube videos still travel better across the web. Which means Facebook’s coronation hasn’t happened yet.Tags: engagement, facebook, socialbakers, youtube