A long time ago on a search engine far,
Okay I’m going to stop the Star Wars references for now. But it’s safe to say that up until a year ago YouTube was kind of like Google in its dominance of online video platforms. 300 hours of video was being uploaded every minute and when it came to people needing to look for answers to questions the answer “Google It” very often led to a YouTube video. Heck YouTube is the second largest search engine online. It was THE platform that everyone had to use if they wanted to be seen by a global audience.
Then something happened, another player entered the market and this player had one thing going for it that all previous competition didn’t. It had the numbers. This competitors name is Facebook.
Facebook enabling video on their system has had a huge impact. Prior to this most videos on Facebook were from YouTube which would often drive traffic away from Facebook. Now the playing field has changed. People can now stay on Facebook and the auto play feature has made it easier than ever.
And this was just the start other platforms have embraced the fact that when a person has a choice between reading or watching something they will choose to watch it. Twitter and Instagram both have video functions and now SnapChat has emerged as a big player as well.
What is the result of all this? The video market has splintered. YouTube is no longer the only player. In fact as I have highlighted before if you are choosing between a YouTube video or an uploaded video from your phone I would go with the latter, for the simple reason that YouTube doesn’t get the reach anymore.
Now this splintering of video has led to a civil war of sorts (sorry I had to use the analogy). For businesses the key question this creates is:
“Whats the best video platform to use?”
Questions to ask when uploading a video
What network are you using?
Now this is an obvious issue. You would think that you should use the video native to each channel right? Well not every time. The fact Facebook owns Instagram means that you can record and publish the video on both platforms. This is a simple but really smart cross-platform promotional tactic. At the same time it saves you having to make 2 videos. With regards Twitter the issue isn’t as bad so as a result if you have a YouTube video then you can use it on this platform. As well as that the recent deal between Twitter and Google makes the two more interconnected which is important for one key reason, SEO.
— Dan O Brien (@DanBlueChief) September 7, 2015
What are you publishing?
Are you going to be publishing a long form video for example an FAQ session or is it going to be just an update as you’re out and about during the day. The long form formats should be done through YouTube or Facebook while the short form should be done through one of the other options. The best way to think of it is are you sending out a tweet or a post?
- Tweet – Instagram Video, Twitter video, Snapchat
- Post – YouTube, Facebook video
Its important to think about how long you want the video to be. The best guideline to follow is either have short or long, don’t have it in the middle ground. Short videos will hold the attention of people while long form will help identify people who are genuinely interested.
The rise of SnapChat
Snap Chats rise has resulted in a third big player entering the game. Its is currently receiving 4 billion video views…….a day. While the focus has been on Facebook reaching the 1 billion in one day mark this stat is significant as well and shows that SnapChat is a contender in the Video Wars as well.
May The Play Button Be With You
Video has splintered in the last year or so. Where YouTube was the big cheese before now there are several other formats to choose from and each has their own strengths. The table below will help breakdown the strengths and weakness of each format. If you have any questions or need help with your social media please check out our services page.
P.S. Thanks to Video Chief Erin McLoughlin for her valuable input into the blog