Video on Facebook is taken for granted these days, but a new study shows just how persuasive the medium has become on the social network.

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A study from Quintly looked at 167,000 Facebook profiles and 6 million posts from July to December 2016.

Quintly found 90% of Pages use Facebook native videos (including Live videos), while 46.9% of profiles used videos of some sort in their Facebook marketing campaigns.

Just 30% posted YouTube videos on their News Feed.

Do you prefer Facebook or YouTube for video?

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It look like Facebook's investment in emerging formats, such as Live and 360, is starting to bear fruit.

Posts that used Facebook native videos attracted plenty of more eyeballs and comments.  

In fact, Quintly says the interaction rate for Facebook native videos was almost 110% higher than for YouTube videos. Further, native videos had a staggering 477% higher share rate than YouTube videos.

Have you used different video formats in your Facebook campaigns and social strategy? If so let us know in the comments.