Do you post a lot of videos to your Facebook Page? If so, you might be interested in the latest study from Socialbakers, which takes a look at engagement.
When you post a video, you have two options: upload directly to Facebook or upload to YouTube and share through the social network. The company decided to take a look at which method is best for engagement.
To determine if there was any difference, Socialbakers studied videos posted to Facebook Pages from January 22-27 and found that most admins prefer the indirect route. Of the pages included in the study, they posted 3,684 YouTube links compared to only 458 Facebook videos.
While YouTube links have been posted nearly eight times more than Facebook videos, the social network achieved a 40 percent higher engagement rate (0.25 percent) than YouTube links (0.151 percent). Both options generated a similar number of Likes, comments, and shares — though Facebook video generated double the amount of comments that YouTube did.
Despite the findings, each option comes with its own advantages. For example, YouTube gives you more insight behind your video’s engagement — Facebook Insights won’t tell you how many times your video has been viewed. However, not only can your fans be tagged in your Facebook video, but it’ll also suggest that members Like your Page through a button within the video itself.
At the end of the day, it’ll depend on the type of engagement and insights you’re looking for. Both options have advantages and disadvantages. For example, YouTube offers more insight behind your video’s engagement — Facebook Insights won’t tell you how many times your video has been viewed. On the other hand, not only can fans be tagged in your Facebook video, but it’ll also suggest that members Like your Page through a button within the video itself.
Jennifer Beese: Jennifer Beese has worked as a community manager and social media strategist. When she’s not writing, you can find her studying anatomy and physiology—she literally has a skeleton in her closet—or under the stars with her telescope.