yt and fb The rapid rise of online video over the last decade means that businesses not taking advantage of it for marketing purposes are missing out on a lot of traffic. According to a Cisco Global IP Traffic forecast, “IP video traffic will be 79 percent of all consumer Internet traffic in 2018, up from 66 percent in 2013.”

YouTube is still seen as the main player for online video services although Facebook has quickly established itself as a major player in the brand marketing segment. As of November 2014, after last year’s boom of premium ad options for native videos, Facebook has surged ahead of YouTube video posts. Following the proliferation of social networks sharing has become as prominent as searching. YouTube introduced easy video upload yet a lot of content users do not know about will surface through social networking.

The rise of the ubiquitous viral video, attributed to YouTube, is also the result of sharing via Facebook and Twitter. Marketing strategy for online video content should consider the nature of the video and ultimately its potential lifespan. Video on YouTube is longer staying, with more in-depth content users will actively search for. Facebook’s focus is on short and superficial, relying on exposure through social buzz; once out of the news feed exposure dramatically decreases. Choosing your online video marketing strategy platform should reflect the video content generated by your brand for the right brand focus.

Facebook’s main advantage is in the nature of the platform: extensive and constantly rising social user base. Preferential treatment is given to its native videos when determining what users see in their feed, together with the recently introduced autoplay video content in news feeds within its App Install ads.

YouTube on the other hand is investing into community of creators of staying quality. Something to keep in mind about YouTube is that, unlike Facebook where content is tied to the platform, link sharing is possible wherever your online coverage is supported.

One study examining the inherent differences of Facebook video and YouTube links discovered that although there are 8 times as many YouTube links shared compared to Facebook, engagement rate for Facebook is 40% higher with twice as many comments than YouTube. Deciding which platform fits your needs doesn’t necessarily have to be about exclusivity as both can be used despite their seemingly divergent focus.

Michelle Phan, covered in our recent post, is a user whose content fits the YouTube model. She also advertises new videos on Facebook to direct her audience to YouTube using call to action at the end of a short Facebook video. With this approach she has gained positional advantage of both platforms to promote content and drive YouTube views with different content to fit Facebook posts for more efficiency.

BuzzFeed is an example of another approach with brand content that falls right between both platforms. BuzzFeed’s strategy is to maximize views and exposure by using both platforms to get content up and to as many people as possible. This approach also takes into account that each platform has different ways of content discovery. Also in BuzzFeed’s case preference among its users for one platform is not necessarily constant; a big hit on Facebook can be a flop on YouTube and vice versa.

In the fast changing online marketing environment it is important to implement the right strategy for your needs to get ahead of the competition. If you are interested in collaborating with a professional video marketing company we want to hear from you so that we can assist you in developing the right product for your needs. If you are interested in having a collaboration with a professional video marketing company, please do not hesitate to contact us!

If you want to improve your Facebook Advertising Core Competencies, this 2-day intensive course will enable participants to develop a Facebook marketing strategy, launch compelling Facebook Advertising campaigns to drive leads/increase brand awareness, and review and optimise performance.

 

The internet truly is the great tool, as it had been proven so many times.

As long as one has access, the online world provides an undiscriminating platform for anyone to share their inner most thoughts, political slant or dancing cat videos. Everything is accepted, as an example, it’s how Justin Beiber got famous.

In the information age, content is king and sites like YouTube allow people to share everything from the sublime to the mundane, and some surprising creators are turning that content into serious cash.

YouTube allows people to monetise their channel by putting advertisements in front of their videos. Google takes solid 45 per cent of the ad generated revenue, leaving the rest to the creator of the video — depending on the engagement with the ad, 1,000 views can earn you somewhere between $1 to $5.

With such an even split it can be very difficult to make any genuine money from YouTube but one mysterious woman has made nearly $6 million last year (US $4.9 million) from YouTube ads alone.

What amazing strategy did she produce to captivate such a huge audience you ask?

She opened Disney toys.

Yep. While some of the top earning YouTube accounts include the established entertainment powers of EMI Music and the WWE, this mysterious woman has beaten them all out.
Her channel, DisneyCollector BR, consists of hundreds of videos of a pair of nail-polished hands “unboxing” everything from My Little Pony figurines to Disney-themed Play-Doh.Each video last around five minutes and never strays from the product as a cute little voice guides the viewer through the delicate unveiling of each toy and the ensuing demonstration of its features.

The account has 3,487,218 subscribers, with her top video, “Play Doh Sparkle Princess,” notching a staggering 178,415,686 views and contributing to the mind-boggling total of 4,767,605,816 views across the channel (certainly more by the time you’ve finished reading this).

With the tech-savviness of toddlers these days, it stands to reason that a bulk of the channel’s viewership is young children that love watching the same videos over and over again. A brief scroll through some of the poorly spelt comments consisting of frequent admissions of love seems to support this notion.

It may seem perplexing but the trend of “unboxing” products on YouTube is one that has steadily grown in popularity with YouTube seeing a 57 per cent increase in unboxing videos from 2013 to 2014.

DisneyCollectBR is just the first person to target the youngest demographic with such success.

While the woman’s identity remains a mystery, the New York Times traced the videos back to a 21-year-old woman in New York while Buzzfeed’s “best guess” is a 43-year-old Brazilian woman who lives near DisneyWorld in Florida Whoever she may be, the one thing that is abundantly clear is: she’s a genius. And a wealthy one at that.

 

A research done by Tremor Video and Millward Brow, where they examined more than 300 video campaigns and tested the content with 150 consumers, was made to track the receptiveness and feelings that these two have toward each one. Brands and marketers should take the advice to heart and create more innovative campaigns because, right now, most of them are doing it all wrong.

video

Entice and intrigue

Finding balance here is the key. You should give enough information, not too much or too little, so that the viewers are encouraged to click through or act to find out more.

Remember to give consumers a reason to engage by starting the story, but not telling the whole thing. This applies both to getting people to pay attention to the ad (completion rate) and encouraging them to interact (engagement rate). Results showed that high-performing mobile creative outperforms TV benchmarks.

Bring them in

With an aligned design, technology and the right medium to create engaging advertising, you will be able to let your customers them stay in the video overlay and make their own decisions to continue to interact.

Symphony not noise

Every ad should sing and flow with a consistent theme and messaging throughout the layers of content. We know it’s tempting to use every tool in your belt, but too many messages, graphics and functions create confusion and dilute the effectiveness of the experience. With the many options available today, it’s easy to go overboard. Remember: simple sells.

Make them  feel

Consumers have an emotional connection to their mobile devices, so taking advantage of that and creating experiences that trigger an emotional response is the best strategy. The ads in the study generated more interest and excitement than we tend to see with TV or online video norms. Emotion is the heart of why advertising works, so remember this next time you are thinking about your videos.

When you pair emotional triggers in content with a distribution method that viewers are emotionally connected to, more often than not you’ll have a winner.

Catch the moment

Mobile devices serve as a first screen so often, so it’s important to use this moment to get people in the relevant moment. Find a way to keep consistent creative messaging across different platforms while leveraging the unique role of each device.

With availability of big data and targeting, brands are able to deliver their video advertisements in ways traditional media has never been able to do. The right message at the right time can be pitched to a single demographic group, or a series of demographics, with matching content.

Compare this with the old way of advertising that sees the same national brand ads plugged into TV shows and repeated, and the potential is obvious.

Adopting all five of these elements to your video advertising strategy will help generate interest, improve overall brand recall and increase sales conversations. So, join the digital age today and become as successful as you can by working with a very professional video production team.  For great deals on video production, contact us now!