Video has become one of the main method to drive engagement, increasing growth as well as media consumption. Facebook has become one part by providing its platform the ability, and has successfully put a disruptive impact on how people on the internet are viewing videos, especially on its platform.
Facebook has come to a level where YouTube, Vimeo and other video platforms can't compete.
The social media analytics and benchmarking tool Quintly, has examined 6 million Facebook posts from 167,000 profiles and found that 47 percent of them use video or some other sorts in their Facebook campaign, including Facebook's own Live video as well as from other various sources.
Out of those people, a staggering 90 percent use Facebook's native video tools, while 30 percent preferred YouTube and 9 percent used Vimeo or other sources.
As the social giant continues its attempt to put more videos on people's News Feed, Facebook's dominance in the field has become even clearer: about 85 percent of posts on Facebook use the social network's native video, while YouTube only has a little over 10 percent. Vimeo and others accounted to less than 5 percent.
When comparing the average interaction rate (views, shares, reactions and comments) between Facebook and YouTube, Facebook was ahead by almost 110 percent during the last six months of 2016. The number of shares of Facebook native format videos soared by 1,055 percent.
Furthermore, Facebook's hosted videos were also shared 4.5 times more than YouTube's.
Not just Facebook, nearly every major social media networks have invested heavily on video infrastructure. And this time, Facebook is the winner by continuing its dominance in the sector.
The primary reason for Facebook to put more efforts on videos is because videos drive more audience engagement, and at the same time, the opportunities to sell ads.