There’s a punch-up going on between Facebook and YouTube and the winner gets the crown of King of Video.
When you consider that almost 70 per cent of the web is going to be video by 2017 that’s actually some crown to be fighting over.
If you are even half way interested in digital communications then it is something you need to know about. Why? Because making the right decision can make or break your video.
Technology has improved and smartphones have got more powerful. You can now watch – and shoot – video on an iphone or an android device. Facebook has encouraged people, brands and organisations to upload direct to it with the carrot of its audience.
Ofcom stats reveal that in the UK 66 per cent of adults have a smartphone in their pocket. Of these, 42 per cent watch short clips over 21 per cent TV shows. So, in short, we’re rather keen on snacking on video content.
The game significantly changed when Facebook as the world’s largest social media site has thrown its clout behind video. Inspired by a Harry Potter film they invented auto-opening videos as you scroll through your timeline. It’s also a path that Twitter have gone down with videos uploaded through twitter.com.
YouTube and those who have developed channels there have not reacted well to the challenge. One vlogger Hank Green accused Facebook of ‘lies, cheating and theft’ claiming it of being slow to take down pirated content and counting a view at just five seconds as opposed to 30 seconds on YouTube. As with anything with the social web, it’s hard to piece together exact stats.
Be the blue corner and the red corner
For me, it’s less Facebook or YouTube but rather the both of them.
YouTube remains huge. It’s the second largest search engine in the world with three billion searches a month. So it makes sense to upload content there. But Facebook is also huge. In the UK more than 30 million people have accounts and globally, it’s now running at four billion video views a month.
Erin Griffith in her ‘Fortune’ piece ‘How Facebook’s Video Traffic Explosion is Shaking Up the advertising world’ runs through the scientific arguments. You should read it. Facebook has become a place where its worth uploading video directly, she says. In February 2015, 70 per cent of uploads were direct to Facebook – almost three times the number within 12-months.
Why? Griffin says that video is a way to breathe life into your Facebook page. The secretive Facebook algorithm, she says, will show around four per cent of followers your text update, 14 per cent your picture and up to 35 per cent your video. So, video it is.
A thousand different versions of the same video
But armed with Facebook’s pile of user data is where it can get really interesting. The story of car maker Lexus making1,000 different versions of the same content and used Facebook’s demographics to distribute them is mind-blowing. So a male tech-loving car enthusiast saw a different version to the female from Chicago who loves travel.
Anecdotally, Facebook video outscores YouTube for views. In my own stream, a highlights video released when England cricketer Jimmy Anderson became leading wicket taker nets 47,000 on YouTube and 177,000 on Facebook, for example. Elsewhere, that broad trend is being talked about.
Facebook also does better than YouTube in keeping and holding the viewers’ attention. Almost 60 per cent will ‘complete’ a video. This is almost twice that of YouTube. However, videos posted to Facebook tend to be shorter at 44 seconds.
Facebook for trending and YouTube for the long haul
If it’s trending then Facebook video stats do well. But as that fades the only place to find it and where search engines send you is YouTube. So for my money, do both.
Brian Shin CEO Visible Measures describes it:
“If something is hot and of the moment, such as a newly released campaign, the Super Bowl, or even a cultural phenomenon like Fifty Shades of Grey, Facebook and similar social media sites are incredibly effective for driving the spread of timely content due to the trending nature of the newsfeed. But the strength of Facebook to promote trending content also highlights how powerful YouTube remains as a platform for continued viewership.
“If social media platforms like Facebook want to be longer term video alternatives to YouTube, they will need to amp up video discovery and search options within their sites. Because, at this point, the more removed something is from being ‘hot’ the more often YouTube is the only way to find the video.”
The clear trend is for video to be around and growing. Many comms teams have been caught out and are flat-footed by the gear shift. But video represents a brilliant way to engage with an audience via a Facebook page and via people who are happy to consume content on a smartphone.
Dan Slee is co-creator of comms2point0.
- By public demand we’re running a new round of Essential Video Skills for Comms workshops with Steven Davies. We are in Cardiff on November 12, London on November 26 and Birmingham on January 28. For more information and to book click here.
I’ve blogged about the need to be the grit in the oyster in comms and PR and to the need challenge.
That scheme the chief executive has? It’s going to fail and you need to diplomatically warn them.
That elected member who demands a press release? It’s down to you to tell them that won’t work.
Unless you do you are nothing more than a glorified shorthand typist.
Here’s one way you can challenge… by be an annoying three-year-old.
Or rather, adopt the questioning strategy of a small child who is asking questions because they are just plain nosey.
If you are a parent you’ve been there. Picture the scene in a super market right now somewhere in the world.
‘It’s a tin of beans, Jimmy.’
‘Why do we have tins of beans?’
‘So the food doesn’t go off.’
And there we have an explanation to Jimmy of food storage, freshness and the degrading process that makes food dangerous to eat.
Small children have got a brilliant quality of cutting through the crap.
A couple of times recently in a training session I’ve thought of the two-year-old interrogation strategy.
We’re doing a ‘thing’. It’s great.
Because it’s a good idea.
Because if we give people some basic information it reduces the chance of them coming back with an even worse problem.
Will that cost you money?
Yes, lots, about £10,000 a time.
How many could we stop coming back with a worse problem?
So, the ‘thing’ moves from being a good thing to a thing that is going to tangibly improve lives… and tangibly save money.
That’s win and win.
It’s also the beginnings of your evaluation because as we know, it’s not the column inches or the tweets but what people have done as a result.
‘Hey, chief executive, we’ve just communicated to a load of people and 100 have gone away with information that could stop them costing us £10,000 each.’
Does that sound better?
So, shouldn’t you be more of a three-year-old?
It was Paul Willis of Leeds Metropolitan University who I first hear use the phrase.
What the heck does this mean?
My take on it is that sometimes, the role of the comms person is to politely stand your ground and to challenge and to point out where things won’t work.
The chief exec of the water company blamed for water shortage taking questions with a clean bottle of water, British Gas staging a Twitter Q&A on the day of a price hike or senior officer hellbent on back of bus ads… because that’s the way they’ve always done it.
I was reminded of the need for this a short while back in a comms planning workshop where one attendee mentioned the pressure she was under to come up with evaluation weeks after the launch of a campaign to encourage people to sign-up to volunteer for a specific task.
“It’s really difficult,” she said. “I’m getting pressure to show if the campaign is a success but we know it takes six months for it to work.
“It’s been a month and the thing is, it’s really difficult, because it’s a senior person who is asking.”
Of course, in an ideal world that senior person would immediately see the folly of asking how many cars the Forth Bridge had carried after just a week into its construction.
But life is not like that.
So, if tact and diplomacy don’t work, sometimes your role as a comms person is to be the person to draw a line in the sand and point out where something, in your professional opinion, doesn’t work.
When I worked as part of a comms team I’d often find it useful instead of directly rubbishing an idea directly just spelling out the logical sequence of events that decision would bring.
“We can have a back of bus advert by all means,” it’s better to say, “but do we know if the Primary school children we’re trying to get through to drive? And how many signed up for that course last year as a result of it? Could we talk to some parents and teachers to see what the best route may be, too?”
Be professional, be polite but never be afraid be the grit in the oyster. It will almost always be the harder path but if you take it you will almost always win respect. Involve your boss if needs be. Or their boss.
If you don’t are you sure you aren’t just being a glorified shorthand typist?
Forecasts say there will be 40 per cent job losses in some areas of the public sector with £3.3 billion being taken from the voluntary sector over a five year period and £20 billion coming from local government and £15 billion of efficiency savings due in the NHS.
So, what stories are being shaped? If you work in the sector it’s probably long overdue time to think about it.
A) Apply a positive gloss and insist that yes, efficiencies will be made but frontline services will not be cut.
B) Tell people that they had their chance to have their say in the budget consultation and they blew it.
C) Tell people that this is what cuts look like.
All too often people in the public sector have been going for a) to try and minimise panic and upset on the population. But with £20 billion worth of cuts coming down the tracks in local government we need to be above all honest. So, let’s just take a closer look at that, shall we?
What insisting that efficiencies will be made and frontline services will not be cut means
You’ve been cutting millions of pounds from budgets for years. But the frontline hasn’t been affected? Efficiencies? Clearly, you were wasting that money all along so why on earth should I trust you now?
Or, you’re trying to be a bit clever and you know that the frontline will very much be affected but the couple of hours of mobile library visit will somehow make-up for the five-day-a-week building the community used to have. People won’t buy it, or they’ll see through it. So, why should they trust you now?
What telling people that they’ve had their chance means
You’ve pinned up details of a public meeting at the church hall and you paid three times the rate for a display ad in the local paper because it’s a public notice and they’ve got you over a barrel. Twelve people turned up and the Twitter chat you ran reached a fair number but not everyone. In other words, you’ve not done a very good job of this public consultation lark. Why should they trust you now?
What telling people that this is what cuts look like looks like
In Birmingham, this is exactly what Cllr James McKay told the Evening Mail about green bin charges in the City as people were protesting against cuts. Yes, it’s messy. Yes, people won’t like it. But look yourself in the eye. This is the truth. This is going to happen more and more and public sector comms increasingly is going to be about what you don’t do rather than you do.
But at least they’ll trust you more because you are being honest.
A grown-up conversation is needed about communicating cuts and if you work in the area you need to work out which choice you make pretty quick.
Creative commons credit
Government communicators have been asked not to do anything unless it’s based on data.
The argument goes that this cuts out the vanity campaign or the SOS – the Sending Out Stuff – that sees press releases and other things shovelled out the door because some action is better than nothing.
Don’t get me wrong, I can see real merit in having a get out of jail free card when faced with a senior request ‘for stuff.’
But I’m starting to think about if we need to create some space for experimentation. Things like Trojan mice. These are things that see you try something out low budget just to see if it works and you can learn from.
One example of this skunkwork lab is the excellent Torfaen Council Elvis gritter YouTube that’s been around for a while. If you haven’t seen it, it’s the low budget Elvis impersonator from the Valleys singing about how the council can’t be everywhere and not to panic buy bread. It’s brilliant. It was done on a shoestring to make people smile, to tell them some important things and done entirely without research.
It works because it’s human and is entirely without strategy.
I was helping train a local government comms team last week when this clip came up and we showed it just to see the reaction. There was disbelief. Then laughter. Then real affection. It works. It just works. I rememberdiscussing it 12-months ag with someone who works for an authority who ruthlessly apply the research-led ROSIE logic.
“It’s really, really good and I love it,” she said. “But of couse we could never do it where I work.”
So how do you create the space needed to make the Trojan mice flourish?
Google famously give staff a day a week to work on their own projects. Some of those projects have become key to their future strategy.
Tectonic plates in the world of communications are shifting. The centre cannot hold. Different channels are emerging and with them the demand for new skills. If you want the evidence, more than 70 per cent in our survey four months ago said the job was getting harder.
So, the task facing the the comms leader is how to create some safe space to experiment.
And if you are a comms person in the trenches, how are you going to carve out some Google time for yourself to look after your future?
Creative commons credit
Earlier in the year I presented this rather fine deck of slides to LGComms in Manchester and wrote a blog post around the subject of Die Press Release, Die! Die! A post partly inspired by the rather fine Tom Foremski post of the same name from way back in 2006. A whole load of text words and images.
It turns out I was wasting my time. What I really should have done was to just show this table from Fred Godlash from the BusinessWired blog. It talked about a post they wrote in 2007 that put the price of a press release at $5,000. The equivalent price is $7,500 they surmised. Oh, how I wish that was the case for the corner of the public sector that I work in that collectively put out more than 1,000 in the previous 12-month period. You can read the full post here.
But what really caught my eye was a table that set out the reasons for writing a press release in 2007 compared to 2013. I’ve reproduced it here:
Why? Because it really nails the motivation behind getting a message out. In the past the aim was ink inches and coverage in the local newspaper. Today, the aim for any communications person is to think both print and digital.
The question is, are you? And how are you doing it? If you are not what are you doing about it?
Creative commons credit