Facebook VS. YouTube: Facebook Tops As Preferred Video Campaign Platform
As branding video content continues to dominate the at the forefront of new age marketing, one of the most important questions brands need to answer as they try to get their content seen is “What Platform Suits Our Content Best?”
It’s a tricky question – and the right answer is different for every brand and every piece of content. While its a trial and error factor to see what platforms work best – a recent study by Clinch revealed that Facebook is the leading home of branded video campaigns at 46% while YouTube trails behind at 41%. What about Instagram and it’s new IGTV feature? Instagram is owned by Facebook – so Facebook’s percentage of control of video marketing campaigns reaches 74% when you add Instagram to the table.
While YouTube is probably the first platform that pops into anyone’s head when we think about online video – and yes – it is the leading platform people go to for video content, that almost hinders them. People don’t log into YouTube for their news, their gossip, their memes, photos, or videos – they log into Facebook. There is less of a chance of a user engaging with advertising on YouTube because they’ve come to YouTube for a specific reason – to specifically watch a video. With Facebook video ads, they are sprinkled into the user’s newsfeed in a seemingly organic way – and because Facebook video ads tend to be short form, they are prone to higher performance and engagement.
Video advertising is the now and future. Be a brand that stays ahead of the curve and hops on this trend. Keep in mind that personalization is important – don’t just post videos for the sake of having a video up, this will not help engagement and may deter online users from your brand if they feel it being shoved down their throats. Who is your target audience? What are their interests, their needs? What entertains them? What might they be interested in learning? These are all questions you should ask yourself as you plan your video campaign. Provide your audience with invaluable information – and they will not only engage with your video, they will come back for more!