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BizReport : Social Marketing : October 23, 2014

Does Facebook really pose a threat to YouTube?

Does Facebook pose a threat to YouTube? Research from media analytics firm Socialbakers certainly seems to point in that direction.

by Helen Leggatt

Analysis by Socialbakers of 20,000 brand, media, celebrity and entertainment Pages and 180,000 posts on Facebook appears to show that the social network could well pose a real threat to YouTube in terms of video consumption.

It wasn't too long ago that the standard practice for marketers was to create a video, publish it to YouTube and share it via Facebook. But now, content marketers are more inclined to use Facebook's built-in video platform to upload and share videos, retaining Facebook traffic instead of it being redirected to YouTube.

The number of shares on Facebook is slowly, but surely, catching up with YouTube, and video engagement on the social network is already streets ahead of the video platform and growing.


"Marketers are going to continue to use the network that is most effective for gaining engagement. Basically, there are no signs of the trend reversing from its current path," says Evan James, head of North American marketing at Socialbakers, adding that the trend shows no signs of reversing.

However, despite Socialbaker's findings, the issue of a video's longevity remains. In Facebook's newsfeed it isn't long before a video, and other content, disappears from view perhaps never to be revisited. Meanwhile, on YouTube, videos can continue to show up in search results and further their reach for a long time after publishing.

Tags: social media, trends, video content

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