No one should be shocked today when we say that video advertising is a powerful method to connect with your audience. As content marketing has become more sophisticated, video creation has decreased in cost and increased in quality. Not only does it look good but video connects. In fact, viewers retain 95 per cent of a message with video, compared to just 10 per cent with text alone. That is a significant increase in brand and message recall.
Where to use video advertising?
There are plenty of players now offering video advertising solutions. YouTube is the most obvious and most popular. Facebook is the runner-up. Then Twitter and Snapchat have some advocates but haven’t really mastered their solution to hit the mark like the top two.
As the popularity of video increases, we understand that every marketing thought-leader is telling you to jump on the video bus. We agree, to a point. First, however, it’s critical to consider platform performance. Implementing video advertising into your strategy is just step number one. Step two is crafting a smart plan around how to get your video seen and analysing where your video is going to perform. Placement is key. Where people see your video matters.
Facebook vs YouTube
Both platforms are leaders in video advertising. Facebook is creeping up with some impressive statistics on the number of people watching video on the platform and the number of daily users. However, what is not seen in these statistics is the cut through, or impact on viewers, and the value to the advertiser; how many people are actually watching, what is their experience and which platform is the most cost-effective?
YouTube advertising has been found to be more effective for branding and influencer goals, and also remains 4.7x cheaper for a full video than Facebook. For advertisers, YouTube charges for and counts a view at 30 seconds, meaning all partial views until then are free. Facebook, on the other hand, counts a view at 3 seconds; meaning that advertisers are paying even if your target audience has only partially viewed your video advertisement.
Another critical factor to consider is audio. Facebook videos are muted by default, while YouTube video ads have a visual and auditory impact.
YouTube then remains the front runner when it comes to users seeing your content. In a recent experiment, 6.49 per cent of all users watched the entire ad on YouTube vs less than 1 per cent of on Facebook. Time watched is critical for brand impact. While Facebook video is popular, the reality is that many users are more passively engaged with the content on this platform; thus they’re more likely to drop off and move on.
YouTube users go on the platform to consume video. The average mobile viewing session lasts more than 40 minutes, and it is estimated that by 2025 half of the viewers under 32 will not subscribe to a pay-TV service, in favour of YouTube as a replacement for this service. YouTube is a great place to capture attention from your audience when they’re at leisure, ready to consume video, not just browsing social media.
In achieving the best bang for your video advertising buck, YouTube advertising cannot be beaten. Other platforms are making a good case, but the statistics still prove that YouTube is the reigning champ, and it looks like they will keep their crown for some time to come.
Do you need a digital marketing agency in Sydney able to show you how you can get your videos to reach more viewers? Speak to our team at AdVisible. You can contact us on 1300 812 447 or visit our contact page.