YouTube’s approach to delivering video is based on what users are searching for. As a search engine, YouTube’s algorithm uses its database of video and user preferences to deliver the most relevant content for users. Google has publicly stated that the algorithm is trying to predict the searchers intent. Therefore YouTube’s algorithm is designed to deliver the highest quality content possible based on everything they know about the user habits and their current search phrase. How YouTube determines what the search engine delivers is an incredibly complicated equation that is purposely left mysterious by Google. Most experts agree that video watch time and search phrase relevance are the two most important video ranking attributes. YouTube wants to keep viewers on the platform for as long as possible. If a video is keeping audiences engaged for long periods of time, this signals to the algorithm that the viewer queries are relevant to this content. These signals can make a video go viral or keep it from being suggested to other users.
Facebook’s approach to delivering video could not be more different. As a social media platform, Facebook is rarely used as a search engine. Most Facebook users are keeping up with friends and family in their newsfeed. For many users, Facebook is an immediate escape from boredom. The average user spends almost forty minutes a day looking for a mixture of friends, family and entertainment. On Facebook, videos are generally delivered in between posts from a users friends. This might sound awkward, but the platform is built for advertisers to succeed. There is a unique opportunity to delight Facebook users in the moment they are scrolling through a virtually endless newsfeed. Have you ever seen an advertisement on Facebook that mentioned other friends you have that like this a sponsored post? Facebook can provide social proof for brands like no other platform.
While YouTube and Facebook are incredibly different, both offer endless advertising opportunities for businesses. YouTube’s platforms leverages the innovative Google AdWords system. Many advertisers have been using this platform for years. Facebook has a similar online advertising platform. Unlike AdWords, Facebook has integrated advertising opportunities directly inside the social media platform. Facebook will automatically recognize advertising opportunities and notify content owners below a post. For example, Facebook may tell you that your content is performing well with 35-55 year old males. Facebook will then suggest a targeted advertising campaign based on your regularly selected budet.
Many people don’t realize that YouTube videos can be advertised with keywords. Unlike buying AdWord advertisements on the front page of Google, YouTube videos are either recommended or inserted inside other videos on YouTube. AdWord clicks on Google’s search engine can costs anywhere from one penny to hundreds of dollars each. These targeted keyword clicks are almost always more expensive than advertising videos. I have found the average cost per view on YouTube is generally $.01-.03. I do believe that Google AdWords clicks are more valuable than YouTube video views in many ways. It’s much easier to judge a users intent to buy with keywords from a Google search versus a subscription to your YouTube channel. Most YouTube viewers are in the mood to watch video. This is a great opportunity to prime viewers to interact further with your brand but it doesn’t compare to a Google Search. On Google people are searching for something they want. No matter which platform you use, advertisers are only charged when a user actually clicks or watches a video. Advertisers are not usually charge for impressions.
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Video Marketing Strategy - YouTube vs Facebook#facebookvideomarketingstrategies
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