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Social Media Examiner, a leading voice in the world of marketing best practices, made the decision to stop publishing three weekly shows on Facebook – and instead move them to YouTube
All of their analysis (graphs and video below) showed that people are NOT watching video on Facebook – especially if it’s longer than about a minute or two
Facebook is a highway and no one stops to watch video — Instead, they scroll
YouTube is where people prefer to watch videos that are longer than a few minutes
Their challenge was their YouTube audience was small—21,000 vs 533,000 on Facebook
At first glance it looked like they were getting 10X the views on Facebook – But the retention graphs told a different story
The data made it VERY clear that YouTube was the channel where people are actually watching their videos
They concluded Publishing Facebook content that people don’t watch or engage with was bad for their page – It sends the wrong signals to the algorithm and was not a smart strategy.
Here’s what a typical video’s retention looks like for us on Facebook:
