YouTube has controlled online video pretty much since its inception. There have been some challengers but they have pretty much given up the ghost and concentrated on their niche. The platform has made stars of online talent who got in there early and understood their audience. And some of those have become very wealthy off the back of YouTube’s ubiquity. But just recently there’s been a sea-change that is a genuine threat to YouTube’s dominance and this is happening quickly and as you read this.
YouTube has always had its problems. You have no control over the data, the ad returns are rubbish (if you require them) and targetting is very difficult. However it is/was the place where people go to find out stuff, be entertained, look for advice and more. Pretty much every music video, TV episode is up there. For a user, YouTube is great but for the marketer and the media company it just doesn’t do what they want.
Facebook has its sights set on YouTube and it’s no doubt causing sleepless nights with the Facebook video experience. Originally you shared a YouTube link on Facebook and you kind-of got the best of both worlds. Maybe not so now. Uploading to Facebook’s native player has seen some stunning results. Take Apple’s ‘The Song’ ad that has been viewed 20.9 million times against 3.2 million on YouTube (as of 15th Jan). Facebook can point to other successful campaigns such as the John Lewis campaign. Facebook accounted for 77% of video shares compared to 23% YouTube.
Facebook video autoplays on user feeds and brands have been drawn to this. We are sceptical about this. Media companies have often been criticised for autoplay and rightly so as autoplay does not mean an engaged viewer. It seems that quantity of views is valued higher than quality.
Twitter is rolling out its video programme in 2015. Currently you can post 6 second Vines and they have recently introduced 30 second videos that can be filmed, edited and uploaded from the Twitter IOS and Android apps. Twitter Amplify allows you to share longer video (from YouTube links for example). Twitter’s targetting options for business far outweigh Facebook’s in that you can reach business users in the right locations with the relevant interests and locations.
YouTube remains free. As a place to present your video from, within your own channel it is essential. However the additional targetting features offered by Facebook, Twitter and Linkedin can now enable your video to be seen by the right people and in good numbers. All of these developments allow you to become a broadcaster. Publish, find your audience and promote.
The opportunities to amplify your video have grown immeasurably over the last year and we will re-look at this regularly and update you with new developments and features. All in all it leads to very exciting possibilities for those of you looking to commission video.