Hands down, your marketing should include video. According to SEJ, “people watch more than 500 years’ worth of YouTube videos on Facebook every day, and they share about 700 videos on Twitter each minute”.
If you’ve ever clicked on a video of a dog riding a skateboard, you understand what I am about to say — video promotes engagement and “likability” or share-ability of anything we want to market. That is why it is so essential that small businesses start to incorporate video into their marketing mix if they haven’t already. It’s just that simple. The only question you’ll have to ask yourself is: which video hosting site should you use?
YouTube and Vimeo are both the metaphorical “King of the Hill” when it comes to marketing and small business. But, they are very different animals. Let’s take a look at why, and how you can maximize your brand using one, or both.
According to the YouTube Press Page, “more than 1 billion unique users visit YouTube each month, over 6 billion hours of video are watched each month on YouTube, and 100 hours of video are uploaded to YouTube every minute”.
That’s kind of a big deal.
Not only is YouTube the second-largest search engine after Google, but it also has a massive reach across social networking sites. Clearly good for large audience numbers, it is no wonder that YouTube is the world’s most popular video sharing platform. But, there are many factors that attribute to YouTube’s recipe for success.
- YouTube is free, both to upload and to watch videos. If you aren’t already on YouTube, SproutSocial created this guide to creating a YouTube account that walks you through the process step-by step.
- It is very easy to share YouTube videos to social media sites and other outlets. This “sharability” just makes sense in the world we live in. What’s more, sharability is crucial to brand awareness.
- YouTube is owned by Google – a relationship that, with a little help, many claim will boost Search Engine Optimization, or SEO. That’s a definite perk.
- Easy-peasy advertising. In three short steps, YouTube walks you through how to place an ad. They also customize your options to allow you to target your audience based on gender, age, interest and location.
If you visit the YouTube Statistics page, you’ll learn even more impressive stats, but the bottom line is that YouTube clearly has the reach that business owners want at a price tag that can’t be beat.
So, if YouTube is so amazing, the question begs — why isn’t everyone using it? Let’s take a look at the popular video hosting site, Vimeo, to answer that.
While Vimeo gets considerably less viewer traffic than video giant YouTube, it has become incredibly popular with peeps looking to export quality video in a boutique environment. According to Sprout Social, “This idea is related to the notion that Vimeo has more quality content. Since the site is much more niche than YouTube, there is a good chance that only serious video creators and watchers are frequenting the site on a regular basis. People viewing and commenting on your videos are a lot more likely to give you constructive feedback.”
- No Video Advertisements. Vimeo doesn’t place advertisements on any videos that they host. This alone is most likely the biggest perk to choosing Vimeo over YouTube. When your audience tunes in — there is a much smaller chance of them sub sequentially tuning-out due to pop up banners and advertisements.
- Quality Peers. Because Vimeo is more of a niche community, it is home to more professionally made and better-looking videos. Want to judge it for yourself? Vimeo offers a Staff Picks page that allows you to explore videos that they feel stand out in the crowd — and they are definitely worth a watch. This able community lends credibility to your video and really just helps your brand to look more professional and polished.
- More Tight-Knit Community. If you are looking for a video hosting site that lends itself to constructive criticism, Vimeo may just be the place for you. On Vimeo, members comment on each others videos regularly. According to Sprout Social, “This site is more close knit than YouTube, so building a community of thought leaders should be one of your highest priorities. This also means you should make sure to respond to those who comment one your videos.”
- YouTube restricts users to turn privacy either on or off. Meaning, it is completely private or available to the public. On Vimeo, users can customize their privacy. Vimeo allows you to hide your videos from folks browsing Vimeo, password protect them, or restrict your videos to be viewed/embedded on specific websites that you dictate. This gives you lots of flexibility to offer products for pay that are delivered in part by video.
At the end of the day, when you are choosing which platform best represents your brand, it is vital to consider the end-game of your marketing plan. Important items to weigh include:
- Who is your target audience?
- Are you looking for conversion or brand awareness?
- What the types of videos do you produce — and how often?
Need help answering these questions before you decide? Give us a shout! Because we do that too.