Upside-Down Thinking by Patric Fransko
by Patric Fransko
October 25th, 2017

Think Twice Before You Share that YouTube Video to Facebook

In this week’s column, I want to address a mistake I see made far too often even among companies that really have a good handle on digital marketing. While it is not technically a mistake to share a YouTube video to your Facebook business page, you are severely limiting the exposure of the video by doing it this way. I want to give you two specific reasons why you should ALWAYS upload any video you wish to promote natively to Facebook. This will not only get you more organic views, but it will also make any targeted boosting around that video much more effective.

  1. Native videos get more interaction and extend your reach – Just this month, social media analytics company Quintly released the findings from its research of 187,000 pages and 7.5 million posts from January 2017 through July 2017. The research showed that videos that were uploaded natively to Facebook received a 477-percent higher share rate and, on average, received 530-percent more comments.

    Extending the reach of your digital media is obviously the goal of any online marketing program. This research clearly shows that uploading the video natively to Facebook will extend the reach as opposed to sharing the video from YouTube by a tremendous amount. The article states it clearly:

    “Considering what we found, it would be highly recommended to only use videos that you directly uploaded on Facebook as other formats generally receive much lower engagement than Facebook native videos. So if you still use the convenient option to simply share your YouTube videos, this might hurt the overall performance of your social media marketing,” explained Nils Herrmann, a member of the Quintly team.

    If you would like to read the entire article on the Quintly research, click here.

  2. Native videos offer better user experience – There is a significant difference between the way a natively uploaded video and a shared video are displayed and played. In 2017, user experience is paramount, and this is another area that the shared videos falter. A shared video typically shows a smaller preview screen as seen in the graphic sample I created below.

    In addition to not appearing as pleasing as a natively uploaded video, when you click on the video to watch, it will take you to the YouTube page. Most users would rather watch the video in the platform they are already in rather than being linked over to the YouTube page.

    With a native Facebook video, that is exactly what you get. Not only is it displayed in a much more pleasing fashion, it can be played directly from the Facebook feed. See the sample of a natively uploaded video below.

It’s not hard to see which of these videos would get more attention and likely get viewed more often. The preview picture is larger, and the video can be played right in the newsfeed. This makes for a much better user experience and follows with the findings of the research above. People are obviously not going to share or comment on a video they never watch. The native video is more likely to be watched and, therefore, more likely to get likes, comments and shares.

I hope this article helps keep you from avoiding this mistake and watch the views and engagement of your video posts increase.

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