YouTube videos have higher audience engagement rates than live videos

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 22, 2019, 2:26 PM UTC

Facebook live works best for content that is easy to view and share

This piece says that 82% of all internet traffic is expected to be video by 2021, but brands need to figure which format works best for them. Facebook has been the most preferred to broadcast live videos for 59.6% of consumers using live videos.

While Facebook Live had a higher reach, audience engagement for YouTube content was substantially higher. The average watch time increased to more than two minutes from nine seconds for YouTube. While the percentage of viewers at least watching half the video boosted from 1.87% to over 60%.

This piece says that Facebook is likely to work best for shorter videos, like showing an innovative tool. However, a 30-minutes video demonstrating all the features of the tool is expected to perform better on YouTube.

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