For the longest time, Facebook has been one of the go-to social media networks for brands to grow, and connect with, an audience who are receptive to their products or services. But, over the past few months, the organic reach that brands and other Facebook Page owners have has steadily declined to single figures. Why? Because Facebook wants you to pay to reach as many eyeballs as possible, and it's not about to give you that access for free anymore. Facebook is suppressing organic reach (perhaps to as little as 1-2% of your Page subscribers), and if you don't happen to be Buzzfeed or Boo the Dog, then you are going to struggle if you don't have the budget for advertising on the site.
Meanwhile, YouTube seems to be gaining a lot of momentum as brands get increasingly comfortable with using online video to reach their target demographic. But can Facebook brand communities really be compared to YouTube brand communities? Well, yes, if the metric being measured is rate of comments per post or per video upload. Comments are a great indicator because you can compare apples to apples where they are concerned.
YouTube vs Facebook for Brand Engagement
While many brands have incredibly large Facebook communities, their average engagement rate (at least for comments) pales in comparison to that of YouTube at a rate of 20:1. The following infographic took the top 5 brands on both platforms and tracked how they fared in terms of engagement:
For the top 5 brands on each site, the engagement rate of YouTube compared to Facebook is 20 times greater for the organic reach. That would be an incredible metric on its own, but with the Facebook business model changing to favor advertising, brands should be more aware than ever of the impact of video marketing on YouTube.
Many thanks to Brendan Gahan for the data. You can download the full infographic from here.