Social video is still the new black, and when it comes to deciding which platform to invest your resources in you need all the latest and best information you can get. So we decided to help you out with that. And remember that it’s not about pitting platforms against each other, but choosing the one that’s the best fit for your brand to bring value to your audience.
Facebook and YouTube.
YouTube is the widely acknowledged granddaddy of video content marketing. Over the years it has grown to produce its own stars, and even its own studios where creators can produce work, sometimes in partnership with brands to create content that benefits both of them. YouTube supports its creators and empowers them to make money from their presence on its site and expand their personal brand through it. View counts of videos are made “at the point at which people seem to actually be engaging with the video and not just immediately clicking away” or usually around the 30 second mark, according to YouTube creator Hank Green.
If your work is stolen and re-uploaded by a different user, YouTube has a system in place (Content ID) to identify this as existing content and allow the copyright holder to claim it so they don’t lose revenue. This is an important feature for creators, and one for brands to keep in mind as they produce original video content.
Facebook has recently made more moves into the video space, introducing its own native video uploading option which the Facebook News Feed algorithm prioritizes over outside video links. Those who have worked for years to build an audience on YouTube are now working to balance their Facebook content strategy with this built-in preference in mind; most of the Internet has a Facebook presence so it’s wise to invest time and energy into having one for almost any brand, but there aren’t as many failsafes in place to protect original content (you can learn more about the issue of “freebooting” here or below).
Facebook says that they are working on this and other issues, and to be fair, YouTube has had a decade to work on these policies and grow relationships with their creators. Facebook has enormous resources, but its video program is still a fledgling with definite room for growth.
Our best tip for a brand that may have an existing YouTube presence or wants to build one but also wants to promote that content to their audience on Facebook is one that we picked up in a recent #socialchat: Post a native Facebook “teaser” video that links to the full piece on YouTube, which will still prioritize that content over an embedded YouTube video.
Just want the numbers for each? Here’s the latest we could find:
- Facebook video views a day: 4 billion
- Hours of video uploaded to YouTube every minute: 300
- Facebook unique video viewers May 2015: 85.59 million
- Google sites unique video viewers May 2015: 162.14 million
- Facebook counts a view as: 3 seconds
- YouTube counts a view as: 30 seconds
So which should you choose, Facebook or YouTube? For brands with enough resources to make it work (and you need decent resources if you’re serious about producing quality video content), we recommend using YouTube as a home base- it’s perfect for content archives and sub-channels, like highlights of the people working for you or product demos based off of FAQs- and then experimenting with different promotional tactics on Facebook.
L2 puts it well in Why Facebook and YouTube’s Competition for Views Might Be a Tie:
“Facebook provides a rapid boost of popularity and also reaches a wide audience with its interruptive viewing format. While YouTube can also achieve rapid short-term scale with advertising, the platform is better positioned for content discovery.”
Use each platform for its strengths for a more robust video content strategy.
Vine and Instagram.
Vine and Instagram are the shorter-form video options available on the social media landscape today; Twitter-owned Vines cap at 6 seconds while Facebook-owned Instagram video caps at 15. Both require creativity to pull off, but Vine even more so since you have to distill your entire story into 6 seconds. Vine also has its own language of memes, which tend to run even faster through a meme-cycle than memes elsewhere on the Internet. Brands who have seen success on Vine have either paired with influencers in the space, or launched a series of tips and tricks that fit in the 6 second format, like Lowes.
Instagram advertising is opening to everyone later this year, as previously they have only worked with select brands to produce high-quality ads that (ideally) flow seamlessly with the rest of a user’s timeline. Brands who have participated in this pilot advertising program saw a continued lift in engagement following the advertising period, according to our own research. Other brands on Instagram have paired with appropriate influencers in the space to give their content a boost, sometimes running campaigns in conjunction with various influencers in appropriate spaces.
- Instagram monthly active users: 200 million+ worldwide as of 2014
- Vine registered users: 40 million
- Instagram mobile only visitors in the US: 40 million
- Vine loops per day: 1.5 billion
- That’s more than half a trillion loops yearly.
- About 12% of consumers share photos of products they bought on Instagram at least once per month.
Vine and Instagram require a higher level of creativity to be successful for most audiences, but brands can also test using these platforms to tease a smaller part of a larger work, driving traffic back to their YouTube channel or wherever it is they desire.
It’s once again about choosing the platform that’s best for your brand, which is the one that’s best for your audience: Are they interested in 6 second tips? Or high-quality video that’s often aspirational in nature? Know your audience and go from there.
Periscope and Meerkat.
The newest players on the block, these two live-streaming apps seem to be all many marketers are talking about lately. Meerkat debuted just before Twitter-owned Periscope, but both are quickly becoming pretty even in terms of the features they have: You can save your live-stream for later playback on both, you can connect them to existing networks to promote your stream (Facebook for Meerkat and Twitter for Periscope) and find accounts to follow, and you can use either to do a product demo, AMA, behind-the-scenes tour, exclusive interview, or give a front row seat to your mobile audience at a product launch.
Meerkat’s distinguishing features include a scheduling ability to help your audience plan around watching your stream, and Cameo, the ability to let another user take over your stream for up to 60 seconds. Periscope does not have either of these features at the moment, but that doesn’t mean something similar won’t be incorporated in a future update. Periscope does have a private broadcasting feature, a great way to set-up communication between offices or for the camera-shy to practice their live-streaming.
For a further breakdown of what each platform offers, read this piece from Newsweek or this one from Econsultancy, then supplement with Meerkat’s post about their latest update. ETA: Since we originally wrote this post, Meerkat has also introduced Live Polling and Show and Tell, and Periscope now has web profiles.
- Meerkat users: about 156k
- Daily active Periscope users: 2 million
- Video content streamed on Meerkat: 91,776 as of March 2015
- Video content streamed daily on Periscope: 350k hours of video (40 years per day!)
- 20% of Meerkat users watch over 2 hours of live video daily.
- More than 10 million people have created Periscope accounts since the product launched at the end of March.
Choose the live-streaming app that has more of the audience you’re trying to reach, and be sure you at least have an outline or rough idea of what you’re going to talk about before you just start saying things at your phone for an hour. Remember that whoever you put on Periscope or Meerkat is representing your brand, so choose a brand representative that matches brand values, is articulate and engaging, and does well in front of a camera.
Live-streaming is a new area for almost everyone, so don’t worry about producing a highly-polished video. Use this to experiment and show largely unseen aspects of your brand: Give private tours of labs or venues, interview staff setting up for an event, host an AMA around an interesting topic in your industry.
We recommend bookmarking this handy chart from Marketing Land - Social Video Chart: Your At-A-Glance Guide To 7 Major Platforms - to refer to on a lot of social video platform differences when you’re deciding where to put your content.
And if you have any other questions, please leave them in the comments or find us on Twitter @UnionMetrics.