YouTube vs Facebook Video: What Marketers Need To Know
Last week we explored the importance of customizing your videos for different platforms, but to do so effectively, you need to know how each platform differs.
And of all the platforms you could share videos on, the two most popular (by far) are YouTube and Facebook.
Fortunately, they also provide a perfect example of just how different two platforms can be.
The context couldn’t be more different; when people go to YouTube, they’re usually going there to do something specific. But on Facebook, people just scroll through the newsfeed until something catches their eye.
YouTube is the world’s second largest search engine, while your Facebook videos disappear from the newsfeed after a couple days.
YouTube doesn’t consider autoplays as “views,” whereas Facebook videos autoplay in the newsfeed (without sound) and record views after 3 seconds.
It’s difficult to imagine how these video platforms could be any more different.
And yet, most marketers continue to treat the platforms like they’re the same.
Find out why that’s a mistake This Week In Video Marketing!
The Key Differences Between Facebook and YouTube Videos
Think Facebook and YouTube videos are the same? Think again.
Both platforms use video very differently.
Just think about how both social media sites function…
Facebook uses a News Feed, which means that your video, like any other post, is nearly impossible to find after a day or so.
YouTube, on the other hand, is a search engine, which means your videos have a longer shelf-life because they can easily be discovered. In fact, YouTube is the second largest search engine in the world, after Google.
Plus, the way Facebook and YouTube define a “view” is very different. On YouTube, you have to actually click on a video to count it as a view (auto-played YouTube video views aren’t recorded). Even with YouTube ads, they only record views after someone watches the ad for 30 seconds.
Contrast that with Facebook, where videos autoplay in the News Feed as you scroll past them. If you linger for just 3 seconds, even if you don’t look at the video, Facebook considers that a view.
And those are just two of the biggest differences. There are many other reasons why you may want to choose to upload your video to one site over the other, or even potentially create different versions of your video and use both, like we do.
In this episode, I’ll share how to use video on both platforms effectively.
Social Video Marketing: Optimizing Your Videos For Each Platform
Remember when Facebook tried to make hashtags catch on?
How embarrassing was that?!
They tried to copy a technique that works on Twitter, but it just didn’t make sense for Facebook’s users.
It didn’t work because Facebook isn’t a discovery platform like Twitter. And it never was.
The critical mistake Facebook made here, is that they lost sight of what their platform is and how people actually use it. They tested something that was guaranteed to fail because it didn’t align with how users engage with their platform.
The same dynamic applies to marketers as well — if you don’t understand how to tailor your communication to the context and culture of each platform, you’ll just embarrass yourself like Facebook did.
You know what I’m talking about. You probably see it all the time; brands that create a tweet that automatically gets posted on Facebook too. Those results are so bad, they speak for themselves.
It’s pretty obvious that you need to tailor your content for each platform you’re using…and video is no different!
9 Tips for Improving Your Facebook Live Videos
We’ve been talking about the benefits of Facebook Live video for months. By now, you know that livestreaming is a great way to reach your audience and stand out from the crowd.
But you may have noticed one big limitation: Facebook live only works on mobile.
So if you want to share high-quality footage, mobile video immediately sounds like a red flag.
While the cameras on our mobile devices are continually improving, they’re still no match for a dedicated video camera. And let’s be honest, no one’s bothered to improve the quality of your phone’s mic for years.
Sure, there are ways to work around using your smartphone altogether, but it get’s really complicated when you try to use anything else for Facebook Live.
So how do you make the most of what you have to work with?
The good news is, you’re not entirely limited to the quality of your phone’s camera lens and microphone; there are many new tools you can use to make the most out of your next Live event.
What Marketers Need To Know About Vertical Videos
A few years ago, vertical videos were laugh-worthy.
Novice video creators would upload a low-quality video from their smart phone, and once it got into the video player, two-thirds of the screen would be taken up by black pillar boxes on either side of the video.
Or worse, the entire video would upload on its side, so you’d have to tilt your head to see it in the correct orientation.
But now, mobile devices and apps are pushing the boundaries of what it means to shoot videos “the right way.”
So, now that each social media platform seems to have its own video preference, we’re left with a big question…
Should you shoot vertical or horizontal?
Find out in this video.