Facebook: Native Video Gets 10X More Shares Than YouTube

Social media marketers have long suspected that Facebook prioritizes video uploaded directly to Facebook versus video shared from another source, like YouTube. A new study confirms the suspicion.

Few, however, thought there might be a 10X difference.

Social media analytics provider Quintly analyzed 6.2 million posts by 167,000 Facebook profiles over the last half of 2016. In each month, Facebook native videos performed better in average interactions and shares, averaging 110% more interactions and 478% more shares.

But in December, something odd happened.

"Facebook native videos received a 1055.41% higher average share rate than Youtube videos," the company says.

The interaction rate with Facebook native videos also spiked in December. While people liked and commented on native videos at about double the rate through the survey time, in December that difference jumped to about 300% more.