Authored By: Iris Garrett
If you use Facebook to market your law firm, you’ve probably posted a video at some point or another. But did you know that the specific format you used to upload that video may have affected how many people it reached? A new study by the makers of quintly, an online social media analytics tool, shows that uploading videos straight to Facebook results in a higher interaction rate compared to other video formats. We’ve outlined their study below.
Between July and December 2016, quintly researchers analyzed 167,000 Facebook profiles and more than six million Facebook posts. During that period, they found 46.9% of the analyzed profiles used a video in some form on Facebook. However, when they looked a little closer, they found that 90% of the 167,000 profiles featured a Facebook “native” video (one directly uploaded to the social networking site) on their timelines. YouTube videos were only seen on 30% of the analyzed pages, those uploaded through Vimeo were only included on 2%, and the share of profiles with other types of video formats was an overall 7%.
Perhaps the biggest discovery from quintly’s study was that videos posted directly onto Facebook enjoy a 186% higher interaction rate. Researchers calculated this by taking into account the sum of all interactions (shares, comments, and reactions), the average amount of followers, and the total number of posts. During the majority of the study, they found that Facebook native video averaged a 109.6% higher interaction rate than for YouTube, but in the month of December 2016 alone, that number skyrocketed to 186%. Researchers also found that the average share rate for Facebook native videos beat out YouTube by 407.7%.
When quintly researchers looked at the video posts themselves, they found that 84.4% of Facebook’s overall videos, or roughly 5.1 million, were those uploaded directly to the site. YouTube videos took up about 10% of the overall videos posted on Facebook, which is equivalent to about one in every 10 posts or 613,222 videos. Other formats had a share of 5% of all Facebook video posts, while Vimeo took up less than 1%.
From the quintly study, we see that Facebook native videos are the preferred format for uploading content to the networking site. Not only do researchers say it is the favorite among all profile groups, but when you choose to upload videos directly to Facebook, it can boost visibility of the video, increase its shares, and ensure more overall interactions than linking a video from YouTube or Vimeo.
Take a look at your Facebook timeline the next time you log in, and you’ll probably see that the majority of videos featured are Facebook Live and native ones. Your law firm’s Facebook campaign can get this type of exposure as well. See how many users it reaches by testing out quintly’s findings and uploading a video directly to the site.
To see quintly’s full article and study, click here.
Photo Credit: stylephotographs