Video has been a popular marketing format for several years. About 78 percent of internet users check out video weekly, and 55 percent watch it every day. If you’re making videos for your business, you’re taking steps to capture this market.
But using the wrong types of videos on the available platforms can be a waste of time. Streamline your efficiency by learning the difference between YouTube and Facebook marketing.
1. YouTube is the top video search engine
When people are searching for videos, they primarily use YouTube. The platform is the most accessed video search engine. When you compare YouTube to regular search engines, it’s the second most popular.
You can gain a great deal of traffic by setting yourself up as the resource for searches in your niche. To do so, your YouTube videos should include high-value, evergreen content.
Some tips for making sure that your videos show up in YouTube searches include:
• Performing keyword research to make sure your content lines up with audience requests
• Uploading several videos to your channel at once
• Making sure that your videos’ privacy settings are public
The Bottom Line
YouTube videos help people find your content through searches, but it also uses an algorithm to position content in front of target viewers. Facebook videos are more likely to show up for viewers arbitrarily, as they’re based on an algorithm instead of search relevance.
2. Facebook encourages immediate engagement
Whereas you might use YouTube to build up a perennial cache of highly-searched resources, you can use Facebook to connect with your audience more immediately.
You can post videos on your timeline and stories for free. Facebook also lets you pay to target video ads to your target market.
Because Facebook users are scrolling rapidly, you need to capture their attention quickly. Short Facebook videos are more effective than long ones.
Facebook videos should be shorter than 2 minutes. Videos that are less than 30 seconds long are often ideal. The most successful Facebook videos are 20 to 40 seconds long.
As videos show up on the Facebook feed, they play automatically without audio. That means that you should design these videos to be visually enticing and easy to understand without sound. Adding closed captioning engages viewers who can’t turn on their audio.
This Everlane video was one of the top performers in June 2020. In less than 10 seconds, the ad introduces a new product and demonstrates how it resolves customers’ pain points.
The Bottom Line
Facebook video content usually elicits more immediate involvement from viewers, and older content may lose relevance quickly. YouTube is ideal for evergreen content but might not satisfy your engagement objectives.
3. Ads vs. Unpaid Video
Facebook and YouTube both allow users to upload content to their channel or page for free. You can create a video library of resources, promotional content, entertainment and education on either site.
Both platforms also allow you to create ads, which show up even when your audience isn’t searching for your content directly.
Balancing your efforts to include each type of video can be daunting, but it’s necessary. Different people will find you in various ways. You can optimize your video content strategy by:
• Creating searchable content to get leads on YouTube
• Loading your Facebook business page with quality content for current followers
• Consistently using short videos, ads and live streaming options to stay visible on social media
• Driving curiosity with irresistible ads
Each platform has it’s own pros and cons when it comes to advertising.
Facebook video is excellent for retargeting, and for lookalike audience targeting. Youtube is excellent for getting in front of “purchase ready” traffic, and for sending traffic to a video based funnel. (E.g., webinars, VSLs.)
The Bottom Line
Both platforms let you create video ads. Facebook’s targeting tools may be more refined than YouTube’s. Maintain a balance of paid and unpaid video content.
4. Engagement vs. Brand Awareness
When you create your video marketing strategy, you should consider your goals for each video. These objectives may include the following:
• Get views
• Increase the number of unique viewers
• Motivate audience engagement
• Encourage viewer loyalty
• Communicate information
• Generate click-through
• Boost conversions and sales
Native Facebook videos get more engagement than YouTube videos that are shared on Facebook via a link. Facebook is also more of a social platform than YouTube. If you’re aiming for comments and shares, you might get more engagement on Facebook than YouTube.
You can encourage comments and shares on YouTube’s platform too. Ask questions that spark conversations in the comments. Remind your viewers to like, subscribe and share your content.
Both platforms let you add links to videos that make it easy for viewers to click through to another piece of content or your website. This is a great way to add lead generation strategies to any video.
Remember that some of your videos will appear to an audience that has no experience with your company. Creative brand awareness videos can set you up as an authority in your field.
It’s human nature to go through several stages of getting to know a company before customers hand over their credit card. If you stay at the forefront as a solution to your target audience’s problems, you’re more likely to achieve your sales objectives.
The Bottom Line
Use video platforms wisely to drive brand awareness. Short promotional videos can spread the word on both platforms. YouTube may be preferable for longer videos with lower engagement goals.
5. Make the most of your strategy
Creating different types of content for various platforms can take up a great deal of time. You can make your efforts more efficient by recycling video content.
That means that you can create one video, adapting it for optimization on Facebook or YouTube. Take your time when recording raw footage.
Edit those recordings to create a longer video for YouTube. The same video can be cropped into multiple shorter options for Facebook.
Use each platform’s tools properly when you’re publishing your content. Facebook lets you add a written post to most video uploads and ads. YouTube lets you add descriptions to each video.
The text that you add to Facebook video posts should inspire engagement and support your goals for the video. You might add details that you left out of the video, grab attention with a surprising message or remind viewers to click through.
YouTube video descriptions are more important than the text that you add to Facebook videos. YouTube includes descriptions in its SEO algorithms. Writing an effective description will help people find and watch your content.
YouTube viewers may be more likely to click on a link in the video descriptions than Facebook viewers. You know what it feels like to be trapped in the Facebook app, scrolling away.
A link in a Facebook video isn’t always as enticing as a link in a YouTube description.
The Bottom Line
Use text wisely on both platforms. YouTube’s video descriptions can improve SEO rankings, add value and include links for more information. Facebook text doesn’t enhance SEO, but it can attract attention and provide additional details.