RIP: The Death of YouTube

Ok – so that may be a bit melodramatic of me.

However, according to a new study by social media analytics firm Socialbakers – when it comes to watching videos on Facebook, YouTube is extremely endangered.

Since January 2014 there has been a steady decline in YouTube’s market share, with Facebook numbers doubling in the last nine months. Rapidly closing the gap between the two platforms.

Social media marketers and users alike are moving away from using YouTube as their main tool for video content.

For some time now Facebook has had its own in-built video function, but recent advancements that allow brands to track video views seems to be the root cause in this sudden shift between platforms.

Although Facebook is yet to better YouTube in overall video numbers, when it comes interactions between users and brands – Facebook native videos hold a staggering 70% of the engagement levels vs a mere 18% for YouTube videos.

What does this mean?

Tradition is out the window. There is no longer a need to go through the rigmarole of producing and publishing to YouTube and then sharing on Facebook. This also eliminates the need to separately drive traffic to your channel – it is all nicely under one roof in Facebook’s mansion.

With more video content being viewed on Facebook this indicates that users are more engaged than thought. This gives brands insight into which platform to stick with to achieve the highest engagement – with no signs that YouTube will bite back.

So – when it comes to brands, could this really mean the death of YouTube?

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