Facebook versus YouTube in your Video Marketing Strategy

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Angela and Scott, were live on their Video Power Up Facebook Page, where they shared their perspective.

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Angela: Good Tuesday morning. That was interesting. We tested our internet feed and it was super strong, and of course we hit record and blip. But we’ve hit a lot of blips in the last couple of weeks, haven’t we?

Scott: Yes we have, we have.

Angela: You’ll notice, so this is not our new office.

Scott: I wish. This is nice.

Angela: It is.

Scott: This would be a nice backdrop for our new office.

Angela: Yeah, it would be. It’s beautiful actually. We’ve borrowed a friend’s office because ours is still under construction. You just kind of have to roll with the punches when those things happen right, and I think that’s true as business owners. Sometimes there’s hiccups, plans don’t go the way we thought they would, and we have to push through and modify. We could’ve made an excuse, we could’ve said, “Our office isn’t ready, you know, forget it we’re not going to do this.” But it’s our plan to help you guys and you give you guys valuable information. And nothing is stopping us except one time a margarita on a beach stopped us.

Scott: Yes, that’s true.

Angela: But we’re here today talking about YouTube versus Facebook, and like I said, we’re not letting a little bit of construction in our office stop us. So we’ve a friend’s office and here we go.

Scott: Yeah, and just before we get into it, just about being displaced out of our office, it’s really made me realize the benefit of having your main set, or having that one place where every week that’s where you go if you have a lighting setup or not, but you’ve got your tripod set up. To have that one place, if you’re doing Facebook live videos weekly, and also even your prerecorded videos, to have that space just to go to, it’s very easy to sort of just put your smartphone up, turn on the lights, and then do your video.

If you need to keep moving around like we’ve had to do for the last couple weeks, it gets stressful, because you’re like, “Oh that place doesn’t work. Or the lighting’s not right there. Or there’s a reflection here.” It adds a lot of stress to it and you’re going live, you obviously want to be your best self in front of the camera. Trying to get setup and you’re stressed, that may come out in your videos. I do see the benefit of having one solid place that you can count on, that’s very easy to just live and not worry too much about it.

Angela: Mm-hmm (affirmative), and it’s interesting that you mention that, that you mention to have one place setup because we have been really moving our studio every single week. But moving our studio consists of a light, a tripod, a smartphone, and a little microphone that plugs into our smartphone. And it’s stressful. Imagine like years ago when it was lights, and you had to worry about all these things. Right now there’s like literally three pieces of equipment and it can still be really stressful for professionals.

A little bit of advice for you guys, especially the ones, and you know who you are, that really want to do video, you just haven’t had a chance yet. You’ve got your scripts, you’ve been through maybe some of our programming, or got some advice from us. I want you to push through some of that. Push through some of that pain and frustration of looking perfect, because you’re not always going to be and just do it.

Scott: Yeah, absolutely.

Angela: Yeah, so what are we talking about today? YouTube versus Facebook.

Scott: Yeah we get a lot of questions, actually not a lot, there’s been a couple times recently where someone has said to us, “You know I’m thinking of starting my own YouTube channel.” And so it got Angela and I thinking about YouTube versus Facebook, what is the best marketing strategy. Do you need completely different strategies for each platform? Can you release the same video. Anyway it brought up a lot questions, so we thought it’d be a great video to just dive in with and I made a couple notes, Ange has got some really interesting statistics about the difference between the two. Yeah, we thought we’d just share that with you guys today. If you have any questions at all, at any time, just post them, and we’re happy to answer them the best way we can.

Angela: Yeah, bit of housekeeping before we go. If everyone can hear us okay, gives us a thumbs up, make sure our audio is good and our feed is clear. Like I said, we are doing this from a friend’s office today, and we did test the internet speed and it looked AOK, but would love a thumbs up if you’ve got great audio and you’ve got good video, and even a hi if you want.

Scott: Cool. We talk about this a lot, I don’t know, maybe you want to touch on it because I explain this to people so often, I don’t know if I sometimes overcomplicate it or I oversimplify it, so I’m going to get Ange to explain it because it’s really, really important, and I don’t see it as much anymore. I think people finally clued in, you definitely don’t want to be doing this, and I do not see it. I see it on Twitter a lot, but I don’t see it on Facebook as much anymore. If you want to talk maybe a bit about native video versus posting links on Facebook.

Angela: Yeah, and actually I’m still seeing this. I’m seeing a lot of my friends posting their YouTube videos, posting them to YouTube, and then sharing them on Facebook. I am seeing that quite a bit. You really want to post your videos native to each platform. Twitter, even Instagram if it’s up to 60 seconds, YouTube, and Facebook. You want to press the eight extra buttons to get your video up on each platform, versus sharing a YouTube video onto Facebook.

There are many reasons. Each platform doesn’t want to take the viewers out of their platform. The best reason to do that is because for example, Facebook, is going to serve your post with a native video. A native means you’ve given your video right to Facebook, you’ve uploaded it right to Facebook versus shared a link. So native is always right to the platform, and when I say link, it’s sharing a link. But Facebook will serve your native video post to more people than it will serve your link. That’s the number one reason, and I think is there any more important reason than that? Statistics, I mean, but-

Scott: Yeah, not more important.

Angela: Not more important.

Scott: Yeah, definitely the algorithms. Like Facebook loves Facebook videos. They don’t want to share YouTube links and it’s the algorithms that love it. If it’s a native video, they will push it up higher in people’s feed. Once that engagement starts happening, which is the name of the game, which we always talk about, they’ll push it even higher. They will not do that the same way with YouTube links.

Angela: So really, that’s why. And you said something really interesting this morning, and I thought one of the main differences between YouTube and Facebook, and if you want to share it everyone how Facebook’s kind of like that megaphone-

Scott: Oh yeah, yeah.

Angela: We’re going to go right into that because I actually really loved that analogy.

Scott: Yeah, and then I guess I can come back to the other example after. Okay, want me to do it backwards?

Angela: Sure, yeah.

Scott: Right, now there’s lots of social media platforms out there, we’re only talking specifically with Facebook and YouTube because they are, as far as video goes, they are the leaders without a doubt. No one’s even close to them when it comes to native video. But there’s, you’ve thrown me off doing this in the wrong order.

Angela: I’m sorry.

Scott: There’s a different strategy involved with each one. I’m just going to look at this here. Yeah, don’t know if it’s a Monday morning, you’ve totally thrown me off.

Angela: Tuesday morning.

Scott: I have my ways, see I’ve got my little notes here, so I have my way in which I was going to do it, and-

Angela: And I have my way.

Scott: And well, yeah, but I told you this was my way, and now you’ve thrown me off. YouTube videos versus Facebook videos, YouTube videos they perform very different in the sense of how these videos are consumed by the people on each platform. On Facebook, we’re going to talk about Facebook, because we spent a lot of time there, we get a lot of bang for our buck on Facebook. Facebook videos are more broadcast videos. The example that I read online that we talked about this morning was that Facebook videos are more like broadcasting over a megaphone, where it’s a newsfeed. You’ve got your newsfeed, and the videos populating the newsfeed. Someone comes across it and then they watch and then it falls down further and further in their newsfeed. So the information’s sort of pushed on to people. Now if they like, know, and trust you, and that comes up in their feed, they’re likely they’re going to watch that video. So it’s more of a broadcasting platform pushed out to people.

Whereas YouTube, the strategy is a little different in the sense that people go looking for specific information on YouTube. If they like, for instance, today’s video, Facebook versus YouTube, people might search that term in YouTube.

Angela: Or even Google it.

Scott: Yeah, Google it, yeah. Anyway, you’ve thrown me way off, maybe you want to share some stats with them and I’ll recollect my thoughts here.

Angela: Yeah, sure, no problem. Actually, one interesting thing I found about Facebook and YouTube were the top genres. We’re all small business owners here, we have something to share about our business that will help other people. But the top genres for YouTube are music, sports, and gaming. When we talk about some of the stats, like the average view of a YouTube video is 17 million, and the average view of a Facebook video is 24 million. As a small business owner it’s like, “Whoa, I’ve never had that many views of any of my videos, yet.” But when you look at the top genres, so again, YouTube, music, sports, gaming. Facebook, food, news, and entertainment, I mean that’s where all those views are coming from.

We talk about YouTube stars, and channels, you need to get millions, millions of views to get to that level, and that’s not easy as a small business, because it’s not in the top genre. And I thought that was just an interesting stat between the views and the genres, and helps explain a little when people talk about starting a YouTube channel and being able to monetize. What I mean about monetizing a YouTube channel, when ads are served on YouTube, the advertiser pays, let’s say a dollar, a random number, 55 cents goes to the content creator, 45 cents goes to YouTube. Those people that are getting millions and millions of hits, and have signed up to monetize, that’s how they’re doing it.

But small business isn’t at the top of the list for genres that are able to successfully do that right now. It was an interesting stat, because again, I know a lot of people who want to start YouTube channels, and it’s a lot of work. It’s a lot of work and you’ve got to get the followers.

Scott: Okay, that segues better into my topic. I’ll try and get back to the beginning of my topic. Small business owners, all of you out there, most of you out there that watch any of our videos are small business owners and you’re looking to get tips on how to do better online video marketing. A lot of questions we get is about YouTube and should you start a YouTube channel. The easiest way I’ve found to explain this was, what is the purpose of your video marketing. If your purpose of your video marketing is to demonstrate yourself as an expert and to get people to like, know, and trust you, so that down the road you can do business with them, then that’s a strategy that will work both on YouTube and Facebook.

But if your purpose is to start a YouTube channel to get into revenue sharing with YouTube. Like a lot of these biggest YouTube stars with million followers, like PewDiePie is the one I always, I think he made 16 million dollars, or something ridiculous one year.

Angela: And he’s gaming, if you don’t know that.

Scott: Yeah, and so he does gaming videos. That’s all about revenue sharing. Sort of partnering with YouTube. That’s something completely different. It’s not something Angela and I focus on, we’re focused on helping small business owners create expert videos that can be used on multiple platforms.

I think you really need to understand the difference, and to get into that revenue sharing, the amount of people that you need to be subscribed and following your YouTube channel is pretty high. I don’t have all the statistics, Ange did have some there, but I mean, when I think about video marketing, what is the best way I can help small business owners is trying to get them up to a thousand fans. Like a thousand people that are watching your videos, or reading your blog post. A thousand fans is a really great place to start.

Angela: And if I can just interject. Because a thousand fans that equal maybe nine or eight hundred engaged fans is better than 10,000 random fans, that a 100 of them are engaged.

Scott: Yeah.

Angela: Your numbers matter, but your engagement matters more. And I think that’s something that we’re all getting to know better and we’re not just randomly asking everyone to like our page anymore, because what really counts with the algorithms is the engagement not numbers. It’s a game.

Scott: Yeah, no, absolutely. At the end, my answer is you should be doing both, but you got to be really thinking about your strategies. When I say both, posting your, we’re big fans of the two-minute marketing video. Less than three minutes, less than two minutes is better. Producing those videos on your smartphone and posting them on Facebook natively, and also on YouTube. That way, Facebook you’re broadcasting with the megaphone, and you’re serving it to people who are following you. Whereas if you got valuable content people are searching for, you can be found on YouTube. I think those strategies can be used both together.

That’s just with a short marketing video. And that’s the most effective for growing your business and building trust with your audience. Now there’s other things with inside the other marketing video strategies. Like obviously on Facebook, Facebook Live is really, really powerful, because you can engage your whole community very, very easily on Facebook. Whereas on YouTube, depending on your industry, there’s other videos you could be doing like demonstration videos or how-to videos work very, very well on YouTube. How to fix a flat tire, people will immediately go right to YouTube for that information. Then you get to demonstrate yourself as an expert that way.

There is other ways, I mean video marketing is such a vast, there’s so many types of videos that you can be doing that you talk about all the time. To get the most impact, it’s those short marketing videos, those three minute videos or less, and those can be the same type of videos posted, shared on Facebook, Twitter, LinkedIn, YouTube, Instagram if you’re less than 60 seconds.

Angela: Less than 60, yeah.

Scott: And those are the native platforms that you have to deal with.

Angela: Yeah. From our viewers today, I want to know, and we’ll talk a bit more, but I want to know, are you doing video? Not live video, are you doing pre-recorded videos and sharing them on Facebook, YouTube, or both? I’d love to hear from you. And what your experience is? Do you prefer Facebook? Do you prefer YouTube? Are you getting any value out of one more than the other? Would love to hear from you guys a couple comments there.

But I think, yeah, I think with Scott, I think at the end of the day, Facebook is really good for branding. YouTube can be good for branding as well. When I say branding, I don’t mean like Coca-Cola branding, I just mean like for people getting to recognize you, and recognizing you as an expert in your field. YouTube can be used for that as well, but can also be used for SEO. That’s what a lot of people use YouTube for is the search engine optimization. So pointing people back to your landing page or your website. And getting people to find you when their searching for you in Google, versus them thumbing through their feed and just seeing you randomly.

Scott: Mm-hmm (affirmative), yeah, and I think, geographically based business, like most of our clients, I’d say 80% of them are geographically based where they only serve clients in a very specific area, like Guelph, Kitchener, Cambridge, Waterloo. I believe that you’re going to get more, your Facebook stuff will go further because you can really focus on those people. You can boost your videos just to those people. But if you have a global business where there really are no boundaries, or even like you know Canada’s your market, or North America’s your market, then YouTube could potentially be way more powerful.

It can be complicated. You got to sort of figure it all out and see what works best for you. But again, like I said, you should absolutely be posting videos on both. We, if you look at our YouTube page, we don’t get a lot of traction there. We do post our videos there, we do get some views, we get our videos transcribed and put on YouTube. But we don’t get the traction on YouTube. Now to be fair, we haven’t really tried. We’ve really focused on Facebook and really understanding Facebook because that’s what our target audience wants to learn the most about, and we believe that that’s where they’re going to get the most impact from their videos.

We’re going to spend a little more time on YouTube and looking at, because we want to help more small business owners. We’re helping small business owners in southwestern Ontario, and we want to help more business owners even across Canada, so you know, how do we do that. I think YouTube’s going to become more and more part of our marketing strategy as we move forward and to see how we can help those people.

Angela: I actually have some engagement stats, and I don’t know how, they’re from this year and I thought it was really interesting as we talk about engagement. For Facebook videos on average, 3% of them have direct engagement, where on YouTube less a percent, .65%. 1.17% of Facebook videos gets likes and comments. .58% of YouTube videos gets likes and comments. So they’re different platforms in that way right. They’re different platforms in which the user, or the viewer uses them. And so even though the stats are lower with YouTube, there’s still a place for it, there’s still a way to use it.

Scott: Yeah.

Angela: Yeah. So, is that it for today?

Scott: I think so. I really need a coffee. I didn’t realize, maybe I didn’t have enough coffee this morning.

Angela: I think the office move makes a difference too.

Scott: Yeah.

Angela: Right.

Scott: Yeah.

Angela: Scott is like-

Scott: I was in the office painting, no, was I painting yesterday? What was I doing yesterday?

Angela: No, no. Yesterday was Monday, yeah.

Scott: Oh my gosh, is today Tuesday?

Angela: It’s Tuesday.

Scott: I need a coffee.

Angela: He thought it was Monday. We don’t do lives on Monday.

Scott: I know, but it feels like a Monday to me.

Angela: It does. Anyways, thank you so much for joining us. And if you have questions about YouTube or Facebook, or any other questions about that could help you with your video marketing for your small business, post them here below, and we’ll be sure to answer them. Til next time, have a great day, we’ll see you next week.

Scott: Okay, bye-bye.