Back in the day, if you were interested in getting your films or videos out there or were just trying to spread the word about them, there were only so many places you could go.
We’ve been in NY / NJ video production for a long time and, nowadays, there seems to be an endless list of options, which is why so many businesses are investing in video and so many individuals are trying to make a name for themselves in the industry on their own.
However, when it comes to determining which of the many platforms a certain project will be best suited for, you can’t be indecisive. The most successful videos are customized for the specific platform and audience they’re intended for.
And while there are so many options, this post is about just two, but they’re two giants in the film and video production world: Facebook and YouTube.
Yes, the people at Facebook recently upped their game in terms of becoming the go-to video destination, but YouTube still has its advantages. So, let’s go over what you need to keep in mind when making your choice for your next project.
Don’t just go by the number of views.
First off, it’s not as simple as looking at two statistics and making your choice accordingly. You just cannot go purely by numbers, meaning which platform gives you a better shot at acquiring more views of your video.
The truth is, Facebook and YouTube are different animals. The most loyal members of their communities, the ones that spend the most time there, are too different from one another to say that any kind of video made by anyone will succeed here and not there.
They also measure views differently. On YouTube, the viewer must click play for it to be considered a view while with Facebook’s autoplay feature, someone simply scrolling down slowly or hanging in the right spot for a few seconds will be counted as a viewer.
On top of all that, views are great, but how many of those viewers are being converted to fans, followers, or customers? How many are actually doing something about it? In our experience in NJ / NY video production, that’s what it’s always been about, and we’re pretty sure that’s still the case.
It comes down to a combination of the platform’s tone and its audience’s preferences, how active the video’s makers are on these social sites, and the video itself. Is it a commercial or corporate video production? A music video or feature preview? You get the idea.
And if you’re going to go by numbers, don’t just look at overall views, as that can be misleading. Take a look at things like the amount of social shares and comments, and the click-through rate.
Which types of videos are better where?
Obviously, if you or your business have an active presence on Facebook, complete with a load of friends, fans, and followers, and you’re not actively interacting with the YouTube community, then your video has a much better shot at succeeding on Facebook.
But what about when your level of engagement is relatively equal on both platforms, or you don’t have much of a presence on either site?
Well, first of all, it depends on what you’re looking to get out of the video and the platform you choose for it. For instance, if you’re only concerned with how many views you can acquire and not daunted by the fact that some, even many, of these viewers may not actually be fully immersed in the video, then Facebook works.
However, YouTube still offers more in the way of driving traffic to your site. If you include the right keywords in your titles, descriptions, and tags, YouTube gives you a great chance of popping up early in people’s related search results, both on YouTube and Google.
For more information on optimizing your videos for search, check out Climb the Search, a leading NJ SEO company that comes to KVibe for all their NY or NJ video production needs.
YouTube is also still just behind Google in the running for the world’s largest search engine, so there’s that too. So, if you’re looking for people to be able to find your videos by searching for them organically, then YouTube’s the best bet.
There’s more to Facebook than just the views though.
As you can see, there’s a lot of evidence that supports the fact that YouTube may still have a few more pros than Facebook when it comes to video production and marketing.
However, videos have better reach than any other kind of post on Facebook, meaning the social site’s audiences are craving video. On top of that, Facebook has made it easy for brands to create customized campaigns to target very specific groups of users.
Also, while YouTube is one of the search engine giants, it doesn’t offer the same kind of opportunities for engagement and sharing as Facebook does.
Facebook is great when first launching your videos too, especially when you’re trying to take advantage of some type of hype. In cases like those, the site’s trending News Feed is a great place for your videos to be.
At the same time, it can be hard to find videos once time passes and they drift down the feed, which is why YouTube tends to gain some steam in terms of viewership as time goes on.
For more on Facebook’s video possibilities, check out our recent post: New to Facebook Video? Here’s What You Need to Know.
Remember, the Facebook and YouTube communities differ fundamentally.
As you can probably now tell, it’s not that easy to decide which platform suits your brand and video content best. However, we’ve been in NJ / NY video production for long enough to know that, while producing videos is crucial nowadays, getting them in front of the right people is equally important.
People go to YouTube to search for videos and watch them. That means they can be picky and choosey about deciding which videos, exactly, they want to watch. Then, once they watch what they came for, related videos are still the most common form of content discovery on the site after that.
On Facebook, people come to socialize and, perhaps, self-promote and the News Feed decides what videos to show them. The point is, the two sites’ communities differ down to the core.
Maybe YouTube has better reach while Facebook’s the best way to create and interact with a community. No matter what though, the bottom line is that you need to weigh all these differences, pluses, and minuses against the kind of video you’re making and what you’re looking to get out of it before deciding where to post it.
About KVibe Productions: KVibe, a full-service film & video production company, can guide you every step of the way, from development through distribution. Whether you’re planning a web promo video, a corporate or commercial video production, a feature film, or any other video project, KVibe creates to inspire.