Sharing Video on Facebook
17
Sharing Video on Facebook YouTube linking vs. native uploads
-
Upload
cara-rousseau -
Category
Social Media
-
view
2.658 -
download
1
Transcript of Sharing Video on Facebook
Sharing Video on Facebook
YouTube linking vs. native uploads
What we heard:
Facebook’s video-sharing strategy is evolving, and gives strong preference to native video uploads within the platform.
What we did:
An experiment in the spring of 2015. Duke’s social/video team tested how Facebook’s algorithm is treating video sharing.
We wanted to know if native video uploads would perform differently than linking to YouTube videos -- our preferred method of sharing video in the past.
The details:- Posted the same video a day apart, at the
same time both days. - One of the posts was a YouTube link, the
other is a native video upload.- Posted with identical copy in the caption.- Experimented with four videos.
Example #1: YouTube LinkA video about a Duke alumni couple celebrating their 70th anniversary in the Duke Chapel.
Example #1: Native Video UploadA video about a Duke alumni couple celebrating their 70th anniversary in the Duke Chapel.
Example #1: Results
Data YouTube Upload
Total Video Views 108* 438**20,536
Average Video View Duration 1:26 :22
Post Reach 13,184 74,752
Post Likes 204 1,117
Post Shares 0 107
Post Comments 2 21
*total views on YouTube video from Facebook**clicks to play on Facebook
Example #2: YouTube LinkA video explaining how organs make music.
Example #2: Native Video UploadA video explaining how organs make music.
Example #2: Results
Data YouTube Upload
Total Video Views 166* **20,686321,067
Average Video View Duration 3:35 :51
Post Reach 19,984 931,328
Post Likes 109 1,923
Post Shares 42 6,577
Post Comments 2 202
*total views on YouTube video from Facebook**clicks to play on Facebook
Example #3: YouTube LinkA video about music influence on a poetry professor’s work.
Example #3: Native Video UploadA video about music influence on a poetry professor’s work.
Example #3: Results
Data YouTube Upload
Total Video Views 10* **793,955
Average Video View Duration 1:02 :20
Post Reach 8,672 19,784
Post Likes 23 47
Post Shares 0 0
Post Comments 1 1
*total views on YouTube video from Facebook**clicks to play on Facebook
Example #4: YouTube LinkA video about how professors are using social media in the classroom.
Example #4: Native Video UploadA video about how professors are using social media in the classroom.
Example #4: Results
Data YouTube Upload
Total Video Views *47 **23911,129
Average Video View Duration 1:38 :28
Post Reach 13,816 46,352
Post Likes 59 159
Post Shares 0 23
Post Comments 2 2
*total views on YouTube video from Facebook**clicks to play on Facebook
Takeaways • Native uploads have much higher reach, views and
engagement, but viewers watch for less time.• Abandoning YouTube is not the answer – but a Facebook
strategy for your video is important.• Once a video is shared a bunch, the views skyrocket.• Engagement-to-likes ratio is huge with native uploads.
