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Sharing Video on Facebook

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A study on how different types of video perform on Facebook, whether it's via a direct native upload or a YouTube share. Duke University's social media and video team did some A/B testing with online videos and discovered some interesting features of Facebook's algorithm.

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Sharing Video on Facebook

  1. 1. Sharing Video on Facebook YouTube linking vs. native uploads
  2. 2. What we heard: Facebook’s video-sharing strategy is evolving, and gives strong preference to native video uploads within the platform.
  3. 3. What we did: An experiment in the spring of 2015. Duke’s social/video team tested how Facebook’s algorithm is treating video sharing. We wanted to know if native video uploads would perform differently than linking to YouTube videos -- our preferred method of sharing video in the past.
  4. 4. The details: - Posted the same video a day apart, at the same time both days. - One of the posts was a YouTube link, the other is a native video upload. - Posted with identical copy in the caption. - Experimented with four videos.
  5. 5. Example #1: YouTube Link A video about a Duke alumni couple celebrating their 70th anniversary in the Duke Chapel.
  6. 6. Example #1: Native Video Upload A video about a Duke alumni couple celebrating their 70th anniversary in the Duke Chapel.
  7. 7. Example #1: Results Data YouTube Upload Total Video Views 108* 438** 20,536 Average Video View Duration 1:26 :22 Post Reach 13,184 74,752 Post Likes 204 1,117 Post Shares 0 107 Post Comments 2 21 *total views on YouTube video from Facebook **clicks to play on Facebook
  8. 8. Example #2: YouTube Link A video explaining how organs make music.
  9. 9. Example #2: Native Video Upload A video explaining how organs make music.
  10. 10. Example #2: Results Data YouTube Upload Total Video Views 166* **20,686 321,067 Average Video View Duration 3:35 :51 Post Reach 19,984 931,328 Post Likes 109 1,923 Post Shares 42 6,577 Post Comments 2 202 *total views on YouTube video from Facebook **clicks to play on Facebook
  11. 11. Example #3: YouTube Link A video about music influence on a poetry professor’s work.
  12. 12. Example #3: Native Video Upload A video about music influence on a poetry professor’s work.
  13. 13. Example #3: Results Data YouTube Upload Total Video Views 10* **79 3,955 Average Video View Duration 1:02 :20 Post Reach 8,672 19,784 Post Likes 23 47 Post Shares 0 0 Post Comments 1 1 *total views on YouTube video from Facebook **clicks to play on Facebook
  14. 14. Example #4: YouTube Link A video about how professors are using social media in the classroom.
  15. 15. Example #4: Native Video Upload A video about how professors are using social media in the classroom.
  16. 16. Example #4: Results Data YouTube Upload Total Video Views *47 **239 11,129 Average Video View Duration 1:38 :28 Post Reach 13,816 46,352 Post Likes 59 159 Post Shares 0 23 Post Comments 2 2 *total views on YouTube video from Facebook **clicks to play on Facebook
  17. 17. Takeaways • Native uploads have much higher reach, views and engagement, but viewers watch for less time. • Abandoning YouTube is not the answer – but a Facebook strategy for your video is important. • Once a video is shared a bunch, the views skyrocket. • Engagement-to-likes ratio is huge with native uploads.

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