I recently came across a statistic that left me speechless.
When comparing views on two otherwise near-identical campaigns on a recent project, I found Facebook outperformed Twitter, in terms of video views, by a staggering 2817%.
Or, to put it another way, Twitter generated just 3.5 views for every 100 on Facebook.
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There are always other variables involved of course, but like I said, these were incredibly similar campaigns.
They both consisted of the same two videos, with an identical spend, over an identical timeframe, with very similar targeting (or, as similar as it could be).
The Facebook page had been performing well, so may have built up some algorithm weight, but these are paid-for campaigns – so that shouldn’t even matter.
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People do have their doubts about what actually counts as a view, given Facebook’s auto-play system. But even 10-second video views on Facebook outperformed Twitter by a huge margin (~1,100%).
The video below got 159,047,245 views on Facebook. So if it had followed the same ratio as mine, it would’ve got just 5.5 million. That’s a big difference.
Also, it’s a freakin’ awesome video:
The truth is, Facebook is outperforming Twitter everywhere. I see similar discrepancies all the time. Clicks, conversions, engagement – Facebook is beating Twitter so comprehensively that it just doesn’t feel like a fair comparison anymore. It’s like watching Barcelona play Dulwich Hamlet.
All of this begs the question, why do so many brands and social media managers still dedicate so much time to Twitter?
I think it’s probably a combination of two reasons:
- It’s the way it’s always been done. Social media moves quickly, but not lightning fast. People get into habits and they find it hard to break them. As more and more stats look similar to the one above, more and more social media professionals will start to ask themselves why they bother.
- It’s more visible. Twitter is far more open than Facebook, and has lots of media voices on it. Shares are always there for everyone to see – whereas Facebook’s privacy settings can sometimes prevent a post’s success being completely publicly available.
Whatever it is, unless Twitter makes some big improvements, brands will increasingly start to question whether it’s a platform worth investing in.
PS – I bloody LOVE Twitter, and all this makes me very sad 😦