In today’s digital age, video marketing has become an indispensable tool for businesses of all sizes. But with numerous platforms vying for attention, choosing the right one can be a daunting task. Two of the most prominent contenders are YouTube and Facebook, each boasting unique strengths and catering to different audiences. This blog post will delve into a comparative analysis of these platforms to help you determine which one is the best fit for your video marketing strategy.
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The most common mistake companies make in digital video marketing is making the same video content and video marketing strategy for Facebook and YouTube.
Facebook is not competing with YouTube in video marketing but complementing it. We have learned some at VidSaga regarding digital video marketing, which I am trying to give away to you.
Check out the top 25 Global Video Marketing Disruptors.
What is the user’s behaviour on YouTube vs Facebook?
When someone logs in on YouTube, she is mentally prepared to watch video content so she puts on her earphones, has generally a suitable place and has some time (10 – 15 min) to consume content.
However, 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 a catchy headline, thumbnail, and description catches his attention or he sees many of his friends sharing the same content piece.
He clicks on it out of curiosity but is now caught off guard. He might not have earphones handy, he might not be at a place where he can switch on his speakers, or he might not have that much time to consume a lengthy video. So what he does he may save it for the future or decide to watch it anyway, maybe muted.
A YouTube video view is counted after 30 seconds of a person having 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.
The main difference between Facebook and YouTube
The DNA of YouTube and Facebook are different. Youtube is a video hosting platform which is run by its parent organization – Google (Alphabet)
Google’s DNA is searched and hence the same DNA applies to YouTube. What this essentially means is that the videos we create are properly ‘searchable’
Where is Facebook is a ‘video also’ sharing platform and its DNA is ‘virality’. We need Facebook only to make ‘Youtube videos viral. Having said that, the problem with Facebook is that it is difficult to search for a particular video.
So which platform is best for which type of videos?
YouTube – Create video content with a long-term strategy. Create awesome videos, add value to your audience’s life, gain subscribers over a period, and build your channel and video marketing.
Facebook – Snackable video which can be consumed and shared with your network.
Learn from Video Marketing experts.
What is YouTube from a Video Marketer’s POV?
Consider YouTube as an extended Blog section where you specifically publish video content.
So whatever content is working for you for the Text blog, we can create a video out of it.
The important thing to remember is to do proper YouTube SEO so that Google can show your video for appropriate search queries and it helps in your Youtube video marketing.
What are the ways a YouTube video can be seen/ viewed
– If someone searches (Google’s DNA) – The same SEO concept is applicable
– If you have a good subscriber base (Unlike FB, everyone gets a notification)
– Influencer Marketing – Influencers/ Celebrities with a good no.of followers share it in their network
– Paid Promotion on YouTube and other platforms
“Why YouTube is not for the short term? – Because we can not buy subscribers or accelerate the process of getting the subscribers”
How Facebook has positioned itself differently?
Facebook identified this gap and made its platform for short-term strategy. Consider it more like a media platform like TV. We can promote our video to our audience in a more targeted way.
The shelf life of a video on FB is 2-3 days and then it’s gone, you can not search for it (unless someone specifically visits the video section of your page) but at the same time, this time window is also enough if you promote it effectively.
Facebook gives you the option to buy page likes, video promotion cost effectively etc.
Tips for Facebook Video Marketing
Facebook is all about sharing content with your friends. So we need to create content that compels people to share.
Easy, right? Ok, let me share a couple of ideas regarding Facebook video marketing strategy.
- Create a video on a person’s characteristics. For example, if you are into the business of ‘Food’, create a video on ‘Foodie’ and ask people to tag their ‘Foodie’ friend.
Check out this video
https://www.facebook.com/mymagicpin/videos/1784803041834494/?v=1784803041834494
2. Listicles Videos
It’s normal human behaviour to rate things. We all have the curiosity to know the Top 10 Hotels in the world, the Top 10 beaches in the world etc. And like Myths vs Reality videos, it can get a pass on.
https://www.facebook.com/ixigo/videos/vl.108177256267189/10154211985503270/?type=1
Some Technical things to remember for Facebook video vs Youtube
- The majority of people watch a Facebook video without sound, so either create a video which can be understood without audio or add subtitles to the video.
- As most people browse Facebook while they are on micro-break, keep the duration as short as possible. Ideally should be less than 60 seconds.
- Add a good Thumbnail for the video.
- Add a personalised description.
Conclusion
Our aim in writing this article was to establish the fact that we should not create the same video content strategy for both platforms. There is a fundamental difference between the 2 platforms and we should consider that.
We can share YouTube videos on Facebook but we can’t share Facebook videos on YouTube. This a simple and obvious fact but often forgotten while creating a social video marketing strategy.
Hope it is useful. Let us know if you have any comments/ feedback at contact (at)gohelpdigital(dot)com.
