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Brands Are Increasingly Posting Videos Directly to Facebook

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Marketers are increasingly uploading videos directly to Facebook rather than using YouTube links in their posts, according to a recent report from Socialbakers.

The report was based on data from 180,000 Facebook posts on 20,000 Facebook brand pages.

YouTube embeds accounted for the majority of video posts by brands on Facebook at the beginning of 2014, the analysis found. However, as the year progressed, marketers began to steadily upload more and more videos to Facebook directly, with a 50% increase from May to July.

At that rate of growth, directly uploaded Facebook videos would surpass YouTube embeds by the end of the year.


Videos uploaded directly to Facebook have also been garnering an increasing share of interactions (comments, likes, shares, etc.) from consumers, the analysis found.

About the research: The report was based on data from 180,000 Facebook posts from 20,000 Facebook brand pages.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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  • by JC Fri Oct 24, 2014 via web

    Now why is that? Are Facebook algorithms fueling this change since YouTube posts are hardly seen unless they brands make them a "Boosted" post?

  • by iamstevetay Fri Oct 24, 2014 via web

    Do you have any reasons/hypotheses as to why brands have changed behaviour by posting videos directly to Facebook?

  • by ScoBo Fri Oct 24, 2014 via web

    I bet this is because of the auto-play feature that Facebook added for shared videos. When you share a video from YouTube or other sites it shows up as an image link with a play button and you can still watch it within the timeline. However, it looks like only the videos uploaded directly to Facebook will automatically play (without sound). That will draw more attention than just another image post.

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