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Facebook’s dominance grows, overtaking YouTube as top video channel

by | Aug 20, 2018 | Public Relations

We recently reported that Facebook has knocked Instagram off its perch as leading influencer marketing social channel, and it looks like the mighty FB has unseated another long-time social dominator.

YouTube is practically synonymous with “online video,” but new research shows that it may not be the top social video site any longer—for consumers or communicators. Almost half of consumers (47 percent) in a new survey from visual content firm Slidely now say they watch most video content on Facebook versus 41 percent who say they watch primarily on YouTube.

Facebook’s dominance grows, overtaking YouTube as top video channel

In addition, 71 percent of consumers said they find Facebook video ads relevant or highly relevant to them—pointing to the growing importance of marketers’ precision ad targeting and evolving consumer expectations about the ads they’re shown online.

Facebook’s dominance grows, overtaking YouTube as top video channel

Slidely, creator of PROMO, the #1 creative video solution for businesses and agencies, announced the results of its 2018 PROMO Online Video-Watching Habits Survey. The study from video tool PROMO creator Slidely, 2018 PROMO Online Video-Watching Habits Survey, asked consumers about their video watching and social media preferences.

“These insights are invaluable to businesses and agencies that want to maximize the impact of their online advertising efforts,” said Tom More, CEO at Slidely, in a news release. “The more marketers know about customer behaviors, the better they can tailor their campaigns to their audience.”

The survey also substantiated the growing importance of online video and its power as a marketing format.

Facebook’s dominance grows, overtaking YouTube as top video channel

Other key findings include:

  • 44 percent of respondents watch over five online videos per day.
  • 56 percent spend more time on Facebook than any other social platform.
  • When watching a video on Facebook, 65 percent prefer it with sound on; Men have much stronger preference for sound on than women.
  • 32 percent of consumers prefer to have voice-over on the videos they watch
  • 60 percent visit a publisher’s Facebook page after viewing a video at least some of the time, while another 70% say they visit the business’ website after watching video content sometimes, often, or very often.

“As the leading creative video provider for businesses, we know how important it is for marketers and business owners to have current data on their audience’s viewing habits,” said Hila Shitrit Nissim, VP of Communications at Slidely, in the release. “Our goal with this survey was to help businesses understand how people consume and engage with their video content.”

Read the full report here.

The 2018 PROMO Online Video Survey was conducted by Slidely, during June & July 2018, among over 500 consumers of all ages, using an email invitation and online survey.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter

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