While brands seem to prefer sharing links to their videos from YouTube to uploading them directly onto Facebook, they may want to rethink that inclination, according to new data from Socialbakers. The company analyzed video shared by brands between December 4, 2012 and March 3, 2013, finding that Facebook videos edged YouTube links in organic reach (10.3% vs. 8.9%), and performed far better in viral reach (2.2% vs. 0.2%).
In this case, 2.2% viral reach refers to the percentage of people who see the video via viral means, rather than directly via Facebook. The “viral” classification is limited to users who actually interact with video content following another user’s comment, share, or like. The data also excludes paid reach from its analysis. Read the rest at MarketingCharts.