70% of the videos that are posted on the social network Mark Zuckerberg climb directly to it, compared to 25% a year ago.
The hegemony of YouTube on online video staggers under the threat of Facebook . Mark Zuckerberg has said repeatedly that the audiovisual content is one of the current priorities for the social network. Both users and manufacturers react according to his will increasingly tend to post more videos directly on the platform (last year these natives represented videos and are now 25% and 70%).
In a time when online advertising on audiovisual media lives most growth-Facebook rivalry between them, which is almost 1,440 million active users per month, and YouTube, with more than one million it is secured. For now, the Google video site remains, however, the site’s most popular clips distribution in the United States.
These are the reasons why Facebook could wrest the throne from YouTube:
Now, Facebook also pays
With the intention to unseat YouTube, the social network announced yesterday that it will share advertising revenue generated by the videos with their creators . In particular, he shall divide the authors of audiovisual content quality, as media or web portals specialized in the field, 55% of their earnings, about the same amount you pay Google platform.
As a result of this new project, which will be operational later this year, many companies publish more videos directly on their Facebook pages.
Currently, 70% of the videos that are shared on Facebook is up directly on the platform, Fortune magazine reports . In February 2014, the figure was 25%. Users had the habit of posting the first audiovisual content on other websites, YouTube, among the favorites, and then link it to the social network Mark Zuckerberg.
The shift to organic video is explained, at least in terms of brands, because the videos uploaded directly to Facebook work better than those from Youtube: they are broader and more discussed and shared. In the first, the clips reach 16 million interactions, compared with just over four million the second, according to data last April offered by Socialbakers .
The success of user interaction should, on the one hand, the AutoPlay clips featuring social network based in Menlo Park, and on the other, the fact that its algorithm that prioritizes these contents so that they amount to 30% of the publications displayed on the wall of news.
The video views a day on Facebook reached 4,000 million in the first quarter of this year, matched well, the latest figures estimated that YouTube unveiled in 2012. Since then the company has not updated this information. In its section Statistics says that “every day billions of copies are generated.” However, if “every minute are 300 hours of video on YouTube” and the figure in monthly terms, “up 50% year after year,” says the platform as videos, the numbers should be increased considerably in three years .
Anyway, on Facebook growing number of reproductions at high speed: in September it had 1,000 million per day in January amounted to 3,000 million. It should be noted that the company posted all videos that have played for at least three seconds.
On the other hand, YouTube continues to offer very good results to brands. The five business channels with higher video displays on this platform have seen an increase this figure over the last year: 248%, in the case of Lego, 220%, Nike Football, and 102%, clips Samsung Mobile, analysts point Socialbakers.
According to ComScore , Google owns the most popular audiovisual material online in the United States, with 105 million unique viewers in March this year, thanks to its video platform. Facebook is next with 94.6 million, and that the company’s analysis does not include the measurement to mobile users.
For now, Facebook is winning the battle in the mobile domain. 1,250 million monthly users access to social network through their smartphone. The 75% of video views occur on these devices, compared to 50% of YouTube views.
However, YouTube is making a clear commitment to image quality. He recently incorporated into its mobile application the ability to play videos at 60 frames per second (fps). The option, which already offered on its Web version and the live broadcasts, can see much more fluid, sharp clips. While most of audiovisual content are recorded at 24 or 24 fps, more and more movies made over 30 or 40 fps, especially in the field of video games, YouTube-dominated field.