A Youtube video view is counted after 30 seconds of a person have watched it. The views will be further frozen to check whether the video views are authentic or not.
While, Facebook video view is counted just after 3 seconds of watching the facebook video.
Let’s see who is winning among Facebook vs Youtube video marketing game?
The most common mistake companies are doing when it comes to digital video marketing is making same video content and video marketing strategy for Facebook and YouTube.
Facebook is not competing with YouTube on videos/ video marketing but infact complementing it. We have had some learning at Stagephod regarding digital video marketing which I am trying to give away to you.
The first question that comes to mind is which one is better for video marketing – YouTube or Facebook?
So lets first observe user behavior regarding Facebook vs YouTube video
When someone opens youtube, she is mentally prepared to watch a video content so she puts on her earphone, have generally a suitable place and has some time (10 – 15 min) to consume content.
But this is not the case with facebook. When someone logs in on facebook, he is not mentally prepared to watch video content but then a video with click-bait headline, thumbnail and description catches his attention or he sees many of his friends are sharing a same content piece. He clicks on it out of curiosity but now caught off guard. He might not have earphones handy or he might not be at a place where he can switch on his speakers and he might not have that much time to consume a lengthier video. So what he does – he may save it for future or may decide to watch it anyway, may be muted.
Couple of facts
– Majority (around 70%) of videos on Facebook are seen without sound
– Video Duration matters more for Facebook than YouTube
What is YouTube? (from content marketer’s POV)
YouTube is a platform for regular content creators to create a channel and publish their own/ original work. So what Google wants you to do is create good original content regularly, gain subscribers organically, build your channel and do video marketing.
What are the ways a YouTube video can be seen/ viewed
– If someone makes a search (Google’s DNA) – Same SEO concept applicable
– If you have good subscribers base (Unlike FB, everyone gets notification)
– Influencer Marketing – Influencers/ Celebrities with good no.of followers shares it in their network
– Paid Promotion on Youtube and other platforms
Why YouTube is not ‘branded content’ friendly
Not finding place in search results
People are not aware of your company/ product/ service/ segment/ industry hence related keywords. Also people search for entertaining stuff and like to watch them (porn, movie trailers, songs, tv shows, web shows, DIY videos, sports videos, Educational videos, almost is same order) and not your branded content. Even if you do a good SEO, someone will not watch your explainer video voluntarily unless he is specifically looking for it.
You can not buy subscribers or accelerate the process
As a startup/ small business, creating good original content regularly is not practically possible. It costs tons of money and building subscriber base should not be your immediate motive hence not advisable.
Influencer marketing and paid promotion are only alternatives for quick results but with no clear and defined ROI
To make a ‘youtube’ video viral, you need facebook only!
Same video – 11 Unusual beaches on earth
Facebook – 55 million views
YouTube – 21k views
How Facebook has positioned itself differently and better for branded content?
Facebook identified this gap and made its platform branded content friendly. Facebook’s DNA is sharing/ virality and not search. Facebook videos are like snacks and not a full meal.
Shelf life of a video on FB is 2-3 days and then it’s gone, you can not search it (unless someone specifically visit video section of your page) but this time window is also enough if you promote it effectively.
Facebook gives you option to buy page likes, video promotion cost effectively etc but if you keep few basic tips in mind, you might not need paid promotion of your branded content.
So what Facebook is saying if you are TVF, AIB etc and can create quality content consistently for 3+ years, go to YouTube but if you are a company/ startup/ brand who wants to sell your product or acquire users through a video come to me. Google itself heavily promoted its Google App video ads on Facebook 🙂 🙂
Having said that YouTube is not completely useless. It has long term advantages. What I would suggest is that you should put your explainer video, corporate video, marketing videos and ad films on YouTube. For Facebook, you should have a well defined digital video marketing strategy – create simple, easy to make and cost effective videos regularly.
Hope it is useful. Let me know your comments/ feedback.
In case if you are looking for digital marketing solution, we at Stagephod.com would be happy to help. Submit your requirements here – Yes, I need help on professional digital video marketing.