It was certainly in conquered territory, but the native Facebook video format beats flatly the other video formats on Facebook. A recent study shows that not only does the video format represent 47% of branded content, but the native Facebook format represents 90% of shared videos. To impose its native format, Facebook used a formidable weapon against its competitors: the edgerank and the reach granted to Facebook videos.

If you manage a Facebook page, you should know that it is classic videos or lives, from the moment you use the native Facebook format, the reach is much higher than conventional publications. The social network has managed to impose its format by “tampering” with its Edgerank classification algorithm to privilege itself on its playing field.

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The Marketing Influence Glossary

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Native Facebook video format: a must-have for your social media strategy

As soon as you do a live, the reach can be up to 10 to 15 times higher than a classic publication (link, photo …) and for non-live videos, you can easily multiply by 3/4 its reach at a rate of ‘equal commitment.

In short, if you want to work on your natural reach without having to go through the Facebook Ads box, it is essential today to include the video in its editorial line. This format is the most engaging today.

The Quintly study analyzed 167,000 Facebook profiles and 6 million posts from July to December 2016. Of these profiles, 46.9% used the video format for their Facebook campaigns.

facebook reach video study: native Facebook video format

Not surprisingly, the native Facebook video format gets a higher interaction rate than other video formats. Over the period, the Facebook format had a 109.67% higher engagement rate than the Youtube format. And at the end of the year the difference went up to 186.42%. By integrating its video format much more (display in large versus miniature format for Youtube, automatic reading for its format) and by granting it an ever higher reach, Facebook is slowly killing its competitors for the video format with cannon at reach.

And this big difference in reach imposed by the social network has pushed users to gradually abandon other video formats. Now, 85% of the videos shared on Facebook come from its own format.

facebook reach video study: native Facebook video format

Youtube represents only 10.22% of video publications and Vimeo, let’s not even talk about it 🙂


Whether classic videos or live videos, the question of using these formats no longer arises. Brands, if they want to have visibility on the social network, must produce video content and upload it directly to Facebook.

Even if sharing on the network must be done via the Facebook format, do not forget to also upload your videos to other media: Youtube to benefit from the visibility of this network, Twitter too and to a lesser extent the other players of the video.

Good to know : Twitter is like Facebook, it favors its own video format in its results… Each its flowerbeds 🙂

You can find the whole study here: Quintly