Online Video Distribution: Youtube vs. Native Facebook

June 12, 2017

At first glance, it may seem that whether you share a YouTube video to Facebook or upload your video directly to the social media platform, you would see the same outcome. However, as discovered by Socialbakers in a 2014 experiment, there are a few key differences that may impact the way you choose to share your video content.

Over a five-day period, Socialbakers monitored the 3,684 YouTube video links that were shared and the 458 native Facebook videos that were shared. Keep reading to find out the differences between sharing YouTube videos vs. native Facebook videos, as well as the results of Socialbakers’ study.

The YouTube Video Links

It’s easy to understand the appeal of simply publishing your YouTube videos onto your Facebook page. After all, you’ve already created the video and posted it to YouTube; why go through the trouble of uploading it to Facebook when a quick copy-and-paste will do the job? Additionally, by providing the link for the YouTube video, you make it easy for your audience to click through to your YouTube channel, where they can view more of your content.

Sharing your YouTube videos has its drawbacks, though. For example, as more content is posted to your page, your YouTube video is pushed farther and farther down until it is no longer easily accessible to your page’s visitors. Also, because the analytics are harder to measure when the same video is posted in two places, it can be difficult to judge just how great an impact your video had.

Native Facebook Videos

Because the social media giant has provided features specially designed to offer an optimal visual experience for users, uploading videos directly to Facebook has unique benefits. In 2014, Socialbakers discovered that while nearly eight times the number of YouTube videos as native Facebook videos were shared, the Facebook videos generated more comments and more likes. Businesses also have the option of including a Like Page button, and option that is not present with simply linking a YouTube video. Finally, once a native Facebook video is shared, it remains accessible on the Pages Gallery, making it easy for site visitors to view it again.

Among the drawbacks, however, is the fact that YouTube videos were shared at a greater rate than Facebook videos. In other words, if going viral is your goal, a native Facebook video may not be your best bet.

While there is no doubt that uploading a video directly to Facebook offers significant benefits, the way that you choose to share video content will boil down to how you run your business and what your goals are. If Facebook is your primary avenue for connecting with your audience, then it makes sense to take advantage of its many features. If, however, Facebook is just one aspect of your marketing strategy, then sharing YouTube videos may provide a simpler, more efficient way to get your content out there.


Posted in: Online Videos


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