With Facebook now rewarding marketers for uploading video directly to the site and the explosion of short-form video platforms such as Vine, Snapchat Discover, Instagram videos and most recently Twitter’s ability to capture, edit and share videos directly right from their app. Brands should now be adapting their video content strategy and thinking outside YouTube.
A few years ago uploading a video to anywhere but YouTube wouldn’t even have been considered. The usual process would be to create a video, upload to YouTube and then simply just share it via Facebook. However a recent trend is that marketers are now uploading videos direct to Facebook, therefore bypassing YouTube altogether.
In a report by Socialbakers in which they analysed over 180,000 Facebook video posts from 20,000 Facebook pages, taking into account links to clips from YouTube, Instagram, Vimeo and others. The results showed that Facebook has been gaining on YouTube as the dominant video format.
From the graph featured within the report here you can see at the start of 2014 YouTube clearly had the upper hand with over double the number of video posts against its nearest contender. But as the year progressed the number of videos being uploaded to Facebook directly just kept increasing. When you look at this from YouTube’s perspective this could be a big deal for them as it means they could loose a big part of their traffic.
For brands, this is not simply a question of ‘which platform is best?’ But instead it is about understanding the total emerging landscape of online video as a whole and adapting a content strategy that fits multiple platforms outside of YouTube to reach a wider audience.
Video content isn’t interchangeable across every platform and therefore brands need to devise a strategy based around where their content fits best. To do this effectively brands need a fundamental understanding of the differences between each platform. By understanding this, it not only allows brands to decide which platform is best for their content, but also unlocks the potential to ultimately use each platform in conjunction with each other to amplify a brands marketing message.
Facebook and YouTube might be battling it out between themselves for online video dominance. But this doesn’t mean that brands can’t use each platform to work together. When looking at the overall video strategies on each platform you can clearly see where Facebook’s advantage lies and where YouTube still has an edge. Video content that relies on a social lift will be most successful on Facebook, whereas YouTube is the source for video content with staying power and for a series of video content.
It is the short-form ‘amateur’ type of video found on platforms such as Vine, Snapchat, Instagram and Twitter video used for marketing purposes that is new to brands and therefore in my opinion somewhere brands will need to be even more creative to succeed…But smart brands already know this and are calling the help of professionals to help create their strategies.
Get in touch with us if you need a revision of your current video content strategy.