6 Experts Share YouTube & Facebook Video Best Practices for Content Marketing


This post is an excerpt from our Digital Growth Summit event in Los Angeles.Here are the digital marketing experts who contributed to this blog: Rich DeMuro Jacquelle Amankonah Virginia Nussey Chadwick Sahley Ben Williams Adam Gausepohl

[su_spacer size="1"] Experts Share YouTube and Facebook Video Best Practices for Content Marketing

Here are some key takeaways from the YouTube vs. Facebook Video panel:

  • Consider your end goal for posting video
  • In many cases you can make good money posting video on YouTube—but if you’re looking to build your audience, Facebook Video is often the better choice.

  • Live content can be exciting, but consider the content
  • If the content is fast paced and the audience wants it right then, great. If not, it might make more sense to spend time editing and posting it for greater longevity.

  • The video’s length should dictate where it goes
  • People seek out and expect longer videos on YouTube, but almost no one will watch more than a minute or two on Facebook.

YouTube and Facebook have both been around for a long time, but Facebook Video is really heating up. What are you noticing in that space? What is on the top of your mind when it comes to YouTube and Facebook?

Facebook Video is based on a social platform, where YouTube is a video player platform. —Chad Sahley

It's very interesting. I think what is pertinent is the reasoning behind why you would use one platform vs. the other. The reasons that YouTube is successful are still there, but it is interesting to see the way Facebook is allowing you to quickly capture something and engage with somebody at that moment. —Jacquelle Amankonah

I think the really exciting trend right now is live streaming. Facebook Live was available to brands, pages, and celebrities for a long time, but it is now available to everybody. The walls have come down, people do not expect it to be produced, and it is creating an authenticity to where you don't have to be intimidated or know anything technical. As long as you have a phone, you can be live. And Google has an option with Hangouts on Air. —Virginia Nussey

The difference between Facebook and YouTube is a push vs. a pull. Facebook Video is based on a social platform, where YouTube is a video player platform. For YouTube, you search for your videos to play. On Facebook, they are presented to you from your friends. I think where Facebook has the social, YouTube has the search. —Chad Sahley

Most creators think of their presence as not being YouTube specific, Facebook specific or Snapchat specific, etc. They think about how to present their personal brand across whatever medium is available to them. They will often take a project and distribute it in various ways across these platforms. You have all of these different methods of interacting through video, all driving high engagement but accomplishing different things for the creator's brands. —Ben Williams

What is the difference between a YouTube audience and a Facebook audience?

Mindset is the key differentiation point between Facebook Video and YouTube. —Jacquelle Amankonah

The mindset is the key differentiation point between Facebook Video and YouTube. With YouTube, people are intentionally going there to look for content. It’s where they go for information just like they do with the Google search bar. This is where you can choose how you want to represent your brand. For Facebook, it is more, “I'm scrolling and seeing what my friends are recommending to me,” and so it is about on-the-go and capturing something that you are doing. —Jacquelle Amankonah

Could you ever imagine someone uploading a video to YouTube without sound and trying to hook someone in? It would never work. Yet on Facebook, this has become a strategy to add subtitles and almost create a silent movie on Facebook Video. —Rich DeMuro

How many of you follow Tasty on Facebook? They manage to capture your attention because your friends have shared that content and their content goes viral. It is really well done and made for Facebook, so it doesn't have to have sound—but you have to think how you will grab people’s attention. It could be through text or with some fast cuts. You also have to think about how many people are going to watch the complete video. On YouTube, people will watch a 10 to 15-minute video, because they go into it knowing that’s what it is. On Facebook, no one will sit through a 10-minute video because most people are on their phones and scrolling through their feeds. —Adam Gausepohl

Facebook reports a view after three seconds and YouTube reports a view after 30 seconds. How does that plays into things?

Adding a little bit of paid advertising can go a long way. —Adam Gausepohl

It very much goes to the question of the content. When you are thinking about how to measure a view, the views are not worth the same amount, because on YouTube content it is usually a much more in-depth, engaged view. On Facebook, a video will get 80% of its view in the first 24 hours, where on YouTube it will be more like 30%. When you think about someone who subscribes to a channel and watches every video that a creator puts out, they can consume more of the branded content in a more organic way. —Ben Williams

Right now, a lot of people are jumping over to Facebook to try to get that traffic but they aren't making any money on Facebook, at least not through Facebook directly. I think whichever one of these platforms ends up helping the creators make the most money, they are going to win this race. —Chad Sahley

It came out recently that you have to tag a brand. Facebook's rules with brand sponsorship was a little iffy for a while, but they clarified that you now have to tag the brand. I think adding a little bit of paid advertising can go a long way as well. —Adam Gausepohl

Some big brands, like The White House and the Today Show, are finding success using Facebook Live, why is that? What are your opinions on live branded content?

If you are looking for money, it’s YouTube; if you are looking to build an audience, it’s Facebook. —Virginia Nussey

I would emphasize that the rawness and the ability to be creative without worrying about a certain production quality level is exciting. Of course your goals should also come first. If you are looking for money, it’s YouTube, and if you are looking to build your audience, it’s Facebook Video. —Virginia Nussey

I knew somebody who made $20,000 on a YouTube video post. They stuck the same video up on Facebook and got four times the viewership, but they made nothing there. —Chad Sahley

I am not really sold on this live thing to be honest. I don't watch Periscope ever because I don't care about watching someone live. If I am watching Tasty on Facebook, it is interesting because it is so cut up and edited, and that is how I want to watch something. You have to get my attention quickly. If they were just there cooking live, I would get bored and leave. I think you can only do live if is genuinely interesting live. I'm interested to see where it goes, but I'm not fully sold. —Adam Gausepohl

When it is done being live, it is literally almost worthless. There is almost a reason to not watch when you see it was live. You scroll through and you see that it was live and say, "I'm not going to watch it now—I missed it." —Rich DeMuro

Facebook puts in video with a high-engagement priority, and when you are live, they push that up to the top of the feed because they want to get people in there. So let's talk about the Wendy's ad.

People are used to interacting with YouTube in an evergreen sense. —Ben Williams

The Wendy's ad was a case study that was done where the same video was placed on YouTube and Facebook. With the Facebook Video version of it, they garnered 80% of the views within the first 24 hours and then it trailed off pretty quickly. It stopped receiving reasonable-sized views after 48 or 50 hours. The YouTube version of it garnered a lot less in the first 24 hours, something along the lines of half of the overall views when compared to Facebook Video, but it continued garnering views for another two to three weeks. The overall view count and overall engagement were far higher for much longer on YouTube. This does seem to suggest that Facebook Video viewership is very high for a short periods of time, while YouTube is something that lives there...truly evergreen content. People are used to interacting with YouTube in an evergreen sense. —Ben Williams

What are the new tools that we are using such as 360 video?

Hardware goes along with software to transform the way that creators make new kinds of content. —Ben Williams

I think the most exciting thing is not even the video format itself but some of the ways that people have begun to build the ecosystem around it. One of the slyest moves that YouTube did and Google at large was the Cardboard, the $20 viewer that is not true VR but gives you a better experience for doing 360 or surround video. It is a surprisingly better experience through that simple interface and gives people a taste for what VR could be. The new gear is also pretty interesting, the GoPro and new Samsung gear. Hardware stuff goes along with the software stuff in helping to transform the way that creators are able to make this new kind of content such as LiveStream concerts. —Ben Williams

How much content do you find that broadcast is pulling from social and then how much value is added to that? What is the procedure for obtaining approvals?

Ask whoever posted the video for permission to share it. —Rich DeMuro

We ask whoever posted the video for permission to share it. What happens with a lot of viral videos that you see, there are companies that will take ownership of it and claim it. —Rich DeMuro