We’ve refreshed this study for 2017 to keep you updated about the latest developments on the usage of videos on Facebook.

Millions of videos are shared on Facebook timelines, and in particular, brands are including more and more video content to their Facebook strategy. This process is mainly due to the fact that video content has the advantage of engaging users in a more intense way. By combining visual and audio components, videos have the possibility to share an experience that goes beyond that images. But not only the post type itself is relevant; It also matters which kind of video format is used. And that is where it gets interesting for marketers, because the social network gives their user the possibility to choose from a vast range of formats, such as Facebook native videos, YouTube, Vimeo etc…

A previous study dated back to December 2015 revealed that 65% of videos used on Facebook were Facebook native videos. Now, one year later it is time for a follow-up. The aim of this study is to look into the changes that happened over the last six months and to also check if a trend in the video type used on Facebook is detectable. These findings are valuable insights for marketers in order to boost their reach and interactions on Facebook.

The main focus does not remain on the different video formats which include Facebook native videos, YouTube videos, Vimeo videos and other video formats (e.g. video players created by companies), but also how users implement them to their strategy, and to provide information about engagements with these videos. The study tackles the most important questions like: What video format is most used by brands, and which video format has the highest interaction rate.

167,000 profiles were analyzed in total and over 6 millions Facebook posts were screened in the period from July to December 2016.

90% of pages use Facebook native videos

Since videos are becoming more omnipresent on Facebook timelines, our social media consumption changed. Instead of strolling through pictures and statues updates of our friends, we encounter more and more videos posted by e.g. news outlets.

The most obvious indicator for the rising tendency of videos is that 46.9% of the 167,000 analyzed profiles used videos in their Facebook campaign in some form.

Facebook native videos
By taking a look at the exact numbers, it was seen that 90% of the analyzed profiles included a Facebook native video (Note: Facebook Live videos are included in this) to their Facebook timeline. Already from this, we can gather that this video format is the preferred format of the analyzed pages. On the other hand, the share of profiles that used YouTube videos is exactly 30%, which is three times less than the use of Facebook native videos.

As the study also includes other video formats, it is worth mentioning them as well. Vimeo does not seem to play an important role anymore, because only 2% of the pages included a video of this type. This leads to the assumption that Vimeo is less popular among Facebook pages. The share of pages that used another video format had an overall share of 7%.

Our other findings can be accessed in our presentation which not only summarizes and visualizes all our research, but also give your further information on additional aspects of this study.

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186% higher interaction rate for Facebook native videos

After covering the share of profiles that integrate different video formats on their timeline it is now time to look into the interaction rate of the video posts.

To provide a clear and comprehensible overview of this matter, this portion only analyzes the interaction rate of Facebook native videos and YouTube videos. Performance is always an interesting topic for marketers, as it reveals crucial information on the post’s success and what may need to be modified for future videos. Note: The average interaction rate takes in account the sum of all Interactions (reactions, shares and comments of each video post), the total amount of posts and as well the average amount of followers.

To shed light onto the performance of Facebook native and YouTube videos, the performance rates for July to December 2016 were analyzed. The interaction rate for Facebook native videos were on average 109.67% higher than for YouTube videos. Looking at these figures, it already becomes apparent that Facebook native videos have a constantly higher interaction rate. That said, the number has risen even to 186.42% higher interaction rate for Facebook native videos in December 2016.

The study also looked at the amount of shares that Facebook native and YouTube videos received. To quickly summarize, Facebook native videos had on average a 477.76% higher share rate compared to Youtube videos. The number of shares skyrocketed in December 2016 to over 1055.41%. If you want to measure the interactions of your video posts then just sign up for our free trial.

84.23% of all video posts are Facebook native videos

For this study quintly analyzed 6,002,726 number of Facebook posts. Digging deeper into the video posts itself, we can reveal more on the share of posts per video type.

This is an incredible amount of posts, and it is definitely necessary to dissect this number into something more clear. By breaking down the use of the different formats in the analyzed posts, it was evident that 84.47% of the overall video posts were Facebook native videos. That is equivalent to 5,070,593 video posts – an overwhelming number that underlines the dominance of Facebook native videos.

Facebook native video
Although they are less popular, let’s not forget the other video formats, which had a share of 5.09% (305,477 videos).

The rise of this video usage is not really surprising, especially when you think of how your own Facebook timeline looks. It is visible in nearly every timeline. Both Facebook live videos and videos directly uploaded to Facebook are predominant on the social network.

The second place in terms of video posts are YouTube videos with a share of 10.22% – that’s 613,222 videos! That means that YouTube videos were used in 1 of every 10 post. Taking a look at this graph, the share of used videos become even more visible. Vimeo, had the least amount of shares with 13,434 posts, that equals a share of 0.22%.

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Our Facebook video study takeaways

It is time for a quick summary of our findings. A crucial takeaway from this study is that Facebook native videos are the go-to video format on Facebook. Therefore, it is not really surprising that the numbers not only show that is the favorite type of video format across all profile groups, but also that using this format can be beneficial to increasing the amount of shares and overall interactions.

Especially through Facebook Live videos, Facebook users – consisting of private accounts and businesses – have the ability to directly engage with their audience by discussing topics in real-time. They also create through Facebook Live a more personal and more real experience – But not only the personal aspect is important in this case. The possibility to reach your audience in real-time is highly beneficial for the success of Facebook native videos in general. It is crucial to implement Facebook Live to your Facebook campaign to reach and engage the audience you are targeting.

Now I’d like to hear from you: Which result was most surprising to you? Just leave us a comment or tweet us.

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