In the past, YouTube was the number 1 website for reorganization and sharing your videos online. Subscribers would use YouTube services by taking videos of themselves, videos of their pets or children, videos of what they were doing, and even directly upload videos of movies or TV shows that they had on their hard drive directly on their YouTube control.
Apart from these personal videos, people would oftentimes use these YouTube services to create videos to market their songs, skills, services, products, and other related marketing recording. As an example, think about a product you like and want to procure. Would you rather read online reviews about the product and see pictures of it, or you would rather watch an online video where someone actually tests the product for you to see before buying the item? As such, video marketing is the wave of the future.
Before we proceed, you should be familiar with the following terms:
- Engagement refers to the interaction between people and advertised posts or content on social networks. This includes likes, reactions, comments, and shares.
- The impression is the number of times your content is display.
- Reach is the measure of how your content has been spread across various social media platforms based on the number of unique people who have viewed it.
- Conversion is the point at which the viewer of marketing content performs the solicit action or response. This can be done through a click, replace of data, and consequent purchase.
Facebook Videos vs. YouTube Videos
In recent years, more and more people are choosing Facebook to advertise their videos over YouTube. Why the sudden trend of switch to Facebook services over YouTube services? To instigate with, Facebook has all of the information of their users at its fingertips. With this data, they are able to allow its advertisers to choose their audience by targeting very specific groups of consumers.
Additionally, while views are a good pointer that your advertisement are being viewed, they have become less important to advertisers and marketers. Nowadays, they are more concerned with engagement, reach, conversions, and shares. By October 2015, Facebook had 8 billion daily views. Facebook obviously offers a larger opportunity for engagement, shares, and potential conversion which are why more advertisers are utilizing the social network platform for their video campaign over YouTube services. This is because YouTube services are quite limited; you can only upload videos, save them, share them, and comment on them. It is only after you share your YouTube video link on a social media proposal that you can collect more views and more likes on your video.
Moreover, when advertising using YouTube services, you will be charged per view. A “view” is counted after 30 seconds (or the full duration of the video if it’s shorter) or when a user engage with your video. Facebook, on the other hand, charges by cost per 1,000 impressions (CPM) where a “view” is counted after only 3 seconds. Because there are more imitation on Facebook, both from a user’s news feed due to marketing and Facebook shares from their network, this translate into more views. However, because the ratio of impressions to actual views is significantly smaller on Facebook than on YouTube, the advertiser will also end up paying less with Facebook than on YouTube for the same amount of views.
The wave of the future is with Facebook advertise. YouTube advertising, while still related, is succeeding at a slower pace and is not the stage as efficiently as Facebook. It cannot get the same engagement as Facebook and cannot finally get the preferred reach and conversions that Facebook can achieve.
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