Until recently, YouTube had the market cornered on video both by users and brands. If you wanted the greatest interaction with your fans, that's where you'd go. That's all changed recently since Facebook has put such a huge emphasis on video.
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As a result, a number of surprising facts about social video have come into play thanks to data from Socialbakers. Here's what they found.
- The top 1,000 profiles on both YouTube and Facebook are uploading 4X the number of videos on Facebook now. Many big brands have even stopped posting on YouTube altogether in favor of Facebook. That said, there are still brands and large media publishers that still enjoy big gains from posting on YouTube.
- In terms of interactions, Facebook videos perform much better than other platforms. Organic fan reach is 3X higher than YouTube. They're also shared a lot more.
- Instagram is still mostly a picture platform, but it's being used more and more by brands for short videos. The problem is that most people still don't relate to videos on the platform, and would prefer to get their videos from elsewhere.
- YouTube videos are still the most commonly shared on Twitter.
The takeaway is that YouTube is losing market share to other platforms, and what that means is you should also consider other platforms besides YouTube for your videos. Don't abandon YouTube though, because it's still a powerhouse.