More often than not on a Facebook News feed videos specifically receive a substantial amount of engagement on the social network. The Social Media and Digital Analytics company, Socialbakers, revealed Wednesday in a blog post the differences a YouTube link compared to a Facebook video receives varying amounts of Likes, Comments, and Shares.
If we can quickly remember YouTube to date has two of the most successful viral videos like “Baby” by Justin Bieber and “Gangnam Style” by PSY. The question of what works better is a case by case basis. What is true for Facebook and YouTube is videos work well on their own individual platforms.
“Videos are one of the most shared post types by brands on Facebook. Since they are very popular with the users, they have the potential to become viral, to create buzz, and build high brand awareness,” according to the Socialbakers blog post.
Taking a closer look at the metrics for Facebook (Likes, Comments, Shares) when an admin posts a video (uploaded directly or YouTube share) what happens after? Turns out YouTube videos are posted with higher frequency (eight times) than Facebook videos. Surprisingly the number of Likes is just about even between both platforms.
For the next metric, Comments on Facebook once the video is posted an interesting phenomenon occurs. Facebook videos tend to generate twice the amount of comments over its counterpart (YouTube link). This may seem great for the sake of engagement still there is lots of information that cannot be tracked on Mark Zuckerberg's platform.
YouTube offers complete information as far as how many actual views and shares the video has accumulated. Facebook insights on the other hand can utilize the three metrics that are previously mentioned above. The disadvantage is Facebook cannot tell a page admin how many views you've amassed over time whereas YouTube makes the information readily available.
Embedding a video link from Facebook looks cleaner, formatted and visually engaging. YouTube links have an attractive appeal and by any means you should not stop posting links from either one. It just explains that beyond the ubiquitous nature of social networks the accessibility, the point of where the video was originally posted will impact indirectly how viral the video will become over a period of time.
Benefit of a YouTube link
“You can share the YouTube link anywhere that supports your online exposure, unlike Facebook videos which cannot be shared outside of the social network.”
Benefit of a Facebook Video“Your Facebook videos suggest that users Like your Page via a button directly in the video.”