Video posts per person have increased 75% globally, 94% in the United States since the last year, Facebook reports.

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In a Thursday post on its media blog, the social network revealed that Facebook has averaged more than 1 billion video views every day since June 2014, and in the United States, 50% of returning visitors watch at least one video daily.

It’s a spike that has at least one analytics company proclaiming that Facebook is now bigger for video than YouTube, at least when it comes to official accounts. According to Socialbakers, brands posted 20,000 more videos on Facebook than they did on YouTube.

Facebook observed that the videos that get the most views are visually rather than audibly eye-catching (since they play silently on the dashboard until a user clicks), and the shorter the better. Facebook showcases video highlights each month in a Can’t Miss Videos series.

Photo by Marco Paköeningrat