YouTube vs. Vimeo vs. all the rest…which is best for video marketing?
As the demand for online video grows, so too do the opportunities in the video marketing world. YouTube has long been the central platform for video marketers, but how do other platforms compare?
In this article, we’ll see how the major video marketing platforms stack up against one another.
YouTube has long been the choice for internet celebrities and anyone who wants to become e-famous. After all, YouTube is the top video platform online and delivers hundreds of millions of hours of video to over a billion users.
There are other reasons it makes sense for video marketers to use YouTube:
- Since it has such a wide user base, it also has a wide-ranging demographic of users.
- YouTube allows people to not only market their products and services, but also to monetize via advertising.
- Videos posted on YouTube do well in search results, increasing the potential for visibility.
- Verified accounts can post videos that are an hour or even longer.
In terms of exposure and sheer audience size, YouTube definitely takes the cake. But that doesn’t mean you should count Vimeo out.
There are a few reasons to consider Vimeo over YouTube:
- Vimeo doesn’t compress video content as much as YouTube, so you’ll end up getting superior quality videos.
- You can use a paywall, called Vimeo On Demand, to charge subscribers for premium content.
- Creative professionals can sign up for advanced features, such as private review pages, ad-free video streaming, advanced statistics, and more.
- Professional filmmakers prefer Vimeo to YouTube, so this is the network to use if that’s your target audience.
Facebook has quickly become the video marketing platform of choice for many social media mavens and mavericks. By offering the same capabilities as any other major video platform, Facebook has quickly positioned itself as a rival to YouTube. However, there are some differences between the two.
There are a few benefits to using Facebook as a video marketing platform:
- Facebook users may be even more supposedly, Facebook surpassed YouTube in the total number of video views on desktop in the USA last August.
- Videos spread quicker than on YouTube, thanks to social sharing.
- Social media is the top online activity and Facebook tops the social media sphere, so it’s easily one of the top choices for spreading your video word quickly.
Twitter is also emerging as a video marketing platform. Like Facebook, it offers a few advantages over “traditional” video platforms such as YouTube:
- Twitter is fast-paced and viral, so it’s a great way to spread video quickly and easily across large audiences.
- It’s also integrated with other video sites, so your Twitter followers can watch videos hosted on YouTube or other platforms.
- Twitter supports native videos and video ads.
Most other social networks are adding video capabilities to their array of multimedia services, so serious marketers should consider developing multi-pronged marketing strategies that include several services.
Other platforms that are emerging as video marketing platforms include:
- Instagram – Instagram allows anyone to upload photos or videos, which automatically begin playing when a user scrolls past.
- Snapchat – Snapchat also allows users to send video snaps.
- Pinterest – Pinterest allows native video ads and embedded YouTube and Vimeo ads.
- Tumblr – Last year Tumblr introduced auto-play video ads and native video, and there is speculation that Yahoo has plans to turn it into a massive video platform.
How to Market with Video in Tomorrow’s World
Since the internet began, marketing has become more fragmented as more marketing channels split up the digital landscape. Despite some trends towards consolidated service platforms, such as YouTube, Facebook, and Microsoft, digital marketing is still a very fragmented ecosystem.
Scatter platforms make for scattered audiences, so marketplace saturation requires proliferation across these networks.
And as social networks and multi-service platforms become more multi-functional and incorporate video, it’s only making marketers’ jobs harder. To spread video across multiple marketing channels, automation is necessary.
While there are premium video advertising platforms available, there aren’t yet solutions that automate video marketing. For instance, a marketer who wishes to spread videos across Facebook, YouTube, Vimeo, Instagram, and Twitter would need to do a lot of legwork…or develop a customized automation solution that takes care of the job on the fly.
In time, we can expect complete sophisticated automation tools to crop up. Until then, marketers will need to adapt their marketing strategies as video pervades platform after platform.
For now, “YouTube vs. Vimeo” may be a viable question, but in 2015, we can see it’s already turning into “YouTube vs. Vimeo vs. Facebook vs. Twitter vs. Instagram…” and so on. The savvy marketer will begin developing systems to automate their video marketing process in order to reach their entire audience, no matter which network they use.