Facebook dominates on social video beating key competitors including YouTube and Vimeo

As we have been tracking for some time, video has become the core of social networks over the last few years, driving growth, engagement, media consumption and ad consumption. This explosion of video on social has had a disruptive impact on established video platforms such as Youtube and Vimeo, and with a report from social media analytics platform Quintly confirming Facebook’s continued dominance of video on social, it’s clear that the implication of platforms capitalising on short-form video content will only increase as consumer appetite demands more. Facebook’s video dominance is clearest when looking at individual posts. Nearly 85 percent of posts on Facebook use the social network’s native video, while YouTube represents just over 10 percent of posts and Vimeo and other sources accounting for less than five percent. The primary reason to invest in video on any platform is to increase audience engagement audiences; Facebook native video wins again by this metric. When comparing the average interaction rate (combined views, shares, reactions and comments) between Facebook and YouTube in the last six months of 2016,