Video in the Struggle against Social Share.
In a recent podcast produced by one of our trainers, Joanne Sweeney Burke of the Digital Training Institute, explores the concept of why Youtube is crushing Facebook when it comes to video. Joanne states how very diverse each platform is in comparison. “A video view on Youtube is 30 seconds whereas on Facebook it is just 3 seconds”. On Youtube, your audience are engaging with your video content for 27 seconds more than they would on Facebook, if the first 20 seconds are good enough, they’ll stick around for the whole thing! In terms of average views per video on each platform, Youtube receives 17 million views per video compared to Facebook which receives 24 million. There is clear evidence that both platforms, struggling against one another for social share, both have many pro’s and con’s.
In the context of digital marketing, video is considered one of the most engaging forms of media. Socialpinpoint.com releaved that in 2017,“one of the most popular techniques to engage with the community is through video engagement”. Radio already engages with the community in a unique way, tuning into their micro moments, where ever they may be. In addition, when considering your digital marketing strategy, video has proved to be worth the investment. In an article, ‘How to Make Your Video Marketing Easy’, Lewis Howes revealed that “video can seem like just another challenge to overcome, but I see a major increase in my business and brand awareness, all from the power of video”. Although it may not be the cheapest of routes to explore, the return on investment through video is said to make it worth your while. In a study carried out by wyzowl.com, 83% of businesses said that video provides good return of investment. Video is expected to rise continuously and remain at the forefront of digital marketing.
Joanne also provides us with insight into why we should choose Youtube over Facebook when it comes to video content. She explains; if you are looking for branding or to further build and develop your brand then Facebook is the one for you. On the other hand, if you are looking to create a great revenue share, to further SEO integration with your audience and most importantly, to build your audience over time, yes you’ve guessed it, Youtube is the place for you. Majority of radio stations will have already established their brand very well online with the use of multiple social media sites. Just like we do on the airwaves, we want to build our audience over time, so why not invest in video, especially with Youtube and engage our audiences in as many ways as possible.