This Competition Confuses Me
About one year ago, the early months of 2015, various video marketing bloggers contended with the Facebook Video’s inevitable popularity. Popularity partially being inevitable because unlike projects like Facebook Lite and Facebook Home, Facebook Video subtly slipped into the flow that users already performed on the site.
Need to upload a video? Just press the button that’s next to the one that you already use to upload photos. The concept, elegant in its’ simplicity, removed the potential tedium of uploading videos to YouTube, then reposting to share with friends, family, and “happy birthday” acquaintances. In part, this streamlined distribution process has contributed to the inarguable success of the platform. Facebook Video doubled its daily viewership from 4 Billion in April 2015 to 8 Billion in November of that same year. Here’s a potentially disconcerting statistic for Google: YouTube also has 8 Billion daily views, but it’s taken the service an entire decade-long history to achieve that figure. Alarming at first glance? Maybe. But if you digging into those numbers reveals the fundamental differences between the platforms.
The platform’s structures contribute to this inequality of sheer viewership. Facebook videos autoplay on user’s feeds while YouTube initially requires deliberate, albeit often haphazard, selection. Since Facebook Video is embedded in a social network, there’s an incentive for social peacocking (a term coined by Flickr founder Caterina Fake used to describe when users post the most attractive moments of their lives).
Users very often consider YouTube a virtual, open library of video. Entrepeneur Gary Vaynerchuk thinks of YouTube as “The Granddaddy of Video.” There’s a simple concept that other bloggers, like Brad Jefferson of Animoto and VentureBeat, have already mentioned. Facebook Video and YouTube compete against one another, but their structural differences force video marketers to uniquely approach the platforms.
Rowing on Concrete
So what’s a Boston Video Marketing Company to do? How can we use the knowledge that different platforms are well different, to inform corporate video marketing and Boston video production? Also, which video hosting site should I use? Assuming the I in the previous sentence is a business, in which case please reveal the secrets of organizational sentience to me, then Skillman Video Group can recommend a few ways to think about these questions.
Say you’ve spent dozens of hours producing a video, and you say “Awesome! This is ready to share. Let me just blast it out to Facebook and YouTube.” We understand that your eager anticipation, but take a breath to consider that not every great video makes a great video marketing campaign.
Approaching a Facebook Video marketing campaign with the same strategy as a YouTube marketing campaign resembles rowing a boat on concrete. Eventually you’ll reach the end of the block, but you also looked foolish, spent an enormous amount of energy, and probably ruined a perfectly good boat. A boat that probably cost more than your next video marketing campaign.
Real World Differences for Digital People
Facebook has not released specific information relating to user’s behavior with Facebook Video. One helpful qualifier is that the company defines a view as when a user watches a video for more than three seconds. We also know that there is a correlation between the amount of time users spend on Facebook and the shortness of their attention spans. The implication here is not that Facebook causes short attention spans, because credible research has not yet been done for this claim. The implication here is that Facebook users tend to prefer short content.
Not only do Facebook users prefer shorter content, the longevity of video content on Facebook is shorter than on YouTube. Consistently certain brands have a longer shelf life on YouTube, which means that they stay relevant for weeks at a time. For example, ads for Dove and Volkswagen have acquired over 60 Million views since they were uploaded. These ads remain relevant in conversations about successful YouTube marketing campaigns even today, more than three years since their creators shared them with the world.
So, keep your Facebook Videos short! Videos that are succinct will do better on Facebook, and remember succinct in 2016 means a video that’s five to thirty seconds. That may seem inappropriately short, but trust us, branded content that exceeds thirty seconds will probably meld into the hundreds of ads that Facebook users see every day.
As for YouTube, keep it short. By YouTube short, we mean the 2015 definition of short, so thirty to sixty seconds. But, if you’ve got something beautiful and universal to share, like the previously mentioned Dove ad, then may ambition be your guide. Skillman Video Group will help if you want to create short or long form video content for your next video marketing campaign.
The Best Boston Video Professionals
As a Boston Video Company, we at SVG pride ourselves on creating branded video that genuinely connects with your business’s clientele and consumers. We always use the finest, most professional Boston Video Production Crew to help tailor our content for your next YouTube and Facebook video marketing campaigns. Specializing in branded video of all kinds, but especially Boston branded video (branded video for professionals in Boston)