Online videos have been on the rise in the last 10 years or so. Any business that has not made use of this medium must have lost out on a huge amount of potential traffic. It has been forecast that share of videos on the internet will rise dramatically from 66% in 2013 to almost 80% in 2018.
YouTube has been and continues to be the main player for online videos, but Facebook has found quick recognition in the field of brand marketing. As per records of November 2014, Facebook had shot ahead of YouTube in the number of video posts.
With increase in number of social media networks, sharing and searching have become equally prominent. In spite of easy upload introduced by YouTube, a lot of content that people are unaware of seems to pop up on social media. The omnipresent viral videos are also a resultant effect of sharing via the various social media even though it was uploaded on YouTube first.
When you plan out the online marketing strategy involving video content, you should keep the content and life span of the video in mind. A video, which will last for long on YouTube, will lose its charm on Facebook fairly quickly. The choice of platform for your video content should reflect your brand focus.
Facebook, as a platform, has an ever growing user base and that is its strength. Its native videos get a preference by users in their feed. The autoplay function plays the video content as well as ads in the news feed. YouTube concentrates on getting together good quality videos and their creators.
Facebook content is restricted to the platform, while YouTube allows sharing of links. But, in spite of the sharing from YouTube being eight times higher than Facebook, the engagement shown among Facebook users is 40% more and receives many more comments.
Your online marketing decisions regarding the platform selection do not have to be exclusive in nature. You can choose to market your content on either or both the platforms for different reasons. Each platform has a different focus and addresses different audiences. By diversifying into both the platforms, you can have a dual advantage. There are several such examples such as BuzzFeed that illustrate the success of such a strategy. It is still possible that something that is a hit on Facebook could be flop on YouTube and vice versa.
The online environment is changing quickly and you need to stay ahead of the competition. It is important to implement the right strategy for the purpose. There are several ways to get the best out of both the platforms with proper planning.