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.
Three great things happened in local government in the West Midlands last week and it’s been a while since that happened.
Firstly, new Birmingham City Council chief executive Mark Rogers posted his first blog in his first week in charge there… and it was human. It didn’t fall into the trap of councilspeak. Or jargon. It felt like it was written by a real person. Online, the mood of staff and those who care about the city rose by several degrees. You can read the blog here and see some of the reaction here.
Okay, so this is a small step and ranged against the good times is the small matter of the £822 million that needs to be saved from Birmingham’s budget, the need to sell-off the flagship NEC, the 1,000 jobs that will go this year and the need to turn around the giant super-tanker pretty darn quick.
The task facing Birmingham City Council is immense. It’s going to hurt. But the knowledge that there is a human being in charge gives an injection of hope and the knowledge that the city stands a chance. You could argue that from this point on Mark will never be as popular. You could also say that times must be bad for public sector when a demonstration of being obviously human behaviour from someone at the top gets such a warm welcome.
And engaging on Twitter
Secondly, Mark started to engage with people online and Twitter saw a few human interactions between the bloke in charge and the bloke who does things for him as a far smaller part of the wheel. He even quoted Joe Strummer.
— Kevin Johnson (@urbancomms) March 5, 2014
Lessons from a dancing nut
Thirdly, and rather wonderfully someone in Mark’s network Liz Newton shared a link that Mark suggested people go watch. It’s leadership lessons drawn in under three minutes by a dancing guy in a field at a festival. At first, it’s just one dancing guy but in under three minutes the field is transformed.
(QUICK NOTE: THE YOUTUBE CLIP REALLY IS A KEEPER SO DON’T SKIP IT.)
To quote the narrative spoken by Derek Sivers who posted the video:
First of course, a leader needs the guts to stand alone and look ridiculous. But what he is doing is so simple it’s almost instructional. This is key. It must be easy to follow. Now here comes the first follower with a really crucial role. He shows everyone else how to follow. Notice how the leader embraces him as an equal so it’s not about the leader anymore it’s about THEM the plural. It takes guts to be the first follower. You stand out and you brave ridicule yourself. The first follower is an under-appreciated form of leadership. The first follower transforms a lone nut into a leader. If the leader is the flint the first follower is the spark.
Now here’s the second follower… this is the turning point. It’s proof the first has done well. Now, it’s not a lone nut and it’s not two nuts. Three is a crowd and a crowd is news. A movement must be public. Make sure outsiders see more than just the leader. Everyone needs to see followers because new followers emulate followers.
Now we’ve got momentum. This is the tipping point. Now we have a movement.
Leadership is really over-glorified… there is no movement without the first follower. When you see a lone nut doing something great, have the guts to be the first person to stand up and join in.’
So, that’s three lessons for leaders delivered by social media by one lone bloke in a suit in less than a week.