Video aggregators garner more Facebook views than creators of original content, analytics firm Tubular Labs recently observed. The social network’s top 10 “compilation channels” received 7.1 billion views in July, while the top 10 “creator channels” drew only 2.6 billion.
Brands also use Facebook as a platform for syndication rather than original video. L2’s Intelligence Report: Video shows that in Q4 2014, 90% of Facebook videos by Beauty & Hair Care brands could also be seen on YouTube or Instagram. In contrast, the latter two platforms tend to draw exclusive content. In the same quarter, 30% of brand videos posted on YouTube were not posted anywhere else.
Brands can use syndication to get more return from costly investments in video production. For example, Benefit Cosmetics received an estimated 75,000 more views by syndicating their “Tips and Tricks” video tutorials across multiple social platforms than would have been achieved by simply posting the videos to YouTube. In addition to publishing all of its tutorials on YouTube, the brand also posted select videos to Facebook and Instagram.
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