Facebook Video Growth
Facebook and YouTube are continuing to fight for dominance in the on line video world. According to numbers published by comScore Facebook has begun to out perform YouTube in terms of video view numbers on the desktop platform.
Videos viewed on desktops in Billions – Feb 2015
Facebook has had huge growth in the video over the last year – as we have featured before. As reported by Direct Marketing, it seems that Facebook is attracting another serious video demographic away from big video platforms like YouTube – Video Advertising.
Facebook Attracts Video Advertisers
One of YouTube’s big money makers is video advertising. Pre-Roll ads generate a huge amount of money for both Google and their YouTube Partners who monetise their video content.
YouTube has been the natural port of call for serious web based video advertising for many years. However in a recent report by Mixpo, 2015 is set to be the year that Facebook takes the lead away from YouTube.
In a survey of brands, publishers and agencies, Mixpo reports that in 2015 87 % of respondents plan to spend money on Facebook video advertising while only 81.5% will spend on YouTube.
I would recommend downloading the whole report – which is available for free HERE.
The Appeal of The Social Network
We covered some of the advantages that Facebook has on YouTube in a post about Facebook enabling Embedded Video.
However the attraction of using Facebook over platforms like YouTube goes much deeper.
The major factors identified in the Mixpo report for sway towards a Facebook video strategy are:
- Time spent viewing
- Number of views
The fact that the importance on number of views has fallen so low, shows that many brands are realising the importance of video strategy – Its not how many views your videos gets but who sees them.
This is where Facebook is ideally suited to meet the needs of advertisers over YouTube. Engagement and Sharing is part of the Facebook experience – everything posted is comment-able, likeable and shareable, all in one platform. What’s more that platform works seamlessly across desktops, tablets and mobiles.
Both Facebook and YouTube support targeting advertisements towards very specific audiences. While each platform offers different options for targeting, the idea is to put the ad in-front of a person who is likely to be already interested.
This is critical for getting the necessary conversions to achieve sales or meaningful next actions.
One of the major advantages that Facebook has over YouTube is that Facebook can literally put the add into the newsfeed of the targeted audiences.
Of course the choice to watch the ad is up to the user, much like on YouTube where (at the moment) viewers can skip the ad. But while a YouTube user may use the platform a few times per day, they will check their Facebook newsfeed an average of 13 times a day from their smartphone alone.
Choosing your Platform
Google is still raking in the ad revenue for YouTube ads, with $1.13 Billion earned in 2014. Its a proven effective advertising strategy for themselves and the advertisers who use the platform.
But the landscape is changing. The shift to a more ‘premium’ centred service offering with its Ad Free Subscription Option signals that YouTube has recognised the threats of other platforms and is adapting.
Facebook offers a very targeted and accessible approach to those advertisers and brands who would have otherwise dismissed the idea of direct video advertising as not effective or worth the investment of time and money.
YouTube still has a great deal to offer as well so like most in of the respondents in the Mixpo Report, a split video strategy between the two or more platforms might most effective for the time being.
Next Steps for your Video Advertising Campaigns
Both major platforms are constantly offering more and more features to their services. Knowing where to start what what to do next can be tricky. If you need help, advise or Video Production and Video Marketing Services, talk to Workshop Media.