While content grows quickly on Facebook, YouTube is home to more branded content views Notes: UGC is User Generated Content (uploaded by users); Influencers have at least 250,000 fol owers/subscribers/fans
Facebook video overview Fast facts Top recent creators Top recent videos • View counter introduced in September 2014 • Videos auto play without sound, • Mavi Kocaeli, Young Paperboyz, • “Two girls, one cockroach, and a lot of view is counted at 3 seconds Street FX Motorsport motivation not to suck” – highly • Most videos are viewed in a user’s popular recent video • Top creators are not celebrities but news feed are normal people • Popular videos span categories • Embeddable video player was • •
YouTube video overview Fast facts Top recent creators Top recent videos • YouTube was founded in 2005 • Promoted views are counted at 30 seconds; organic views are counted • FunToyzCol ector, TaylorSwift, Buzzfeed • when a video starts
Case Study Budweiser’s #ThisBudsForYou campaign uploaded content to YT and FB depending on the platform Facebook videos hosted silent vine-like short clips as wel as hub content • Identical versions of these videos on Facebook YouTube & Facebook • 14 Uploads • Avg. 20 seconds • Facebook videos are optimized for the • Avg. 56K views/video silent news feed. They are visual, • Avg. 434 shares/video shorts and the titles elicit responses. • Avg. 7.6K likes/video • 8M total views YouTube featured different language versions; also saw hub content • YouTube videos are optimized for YouTube TrueView. They are clearly advertisements • 9 Uploads • and do not have compel ing titles.
Avg. 41 seconds • Avg. 1.9M views/video “Hit like if we’ve got you “Comercial de • The YouTube version of “Macro Beer” had • Avg. 766 shares/video reaching for the screen Televisión de the largest reach compared to al platforms • Avg. 228 likes/video - #ThisBudsForYou” Budweiser Buds & • & video versions at 17 mil ion views
Case Study Adidas’s “Take It” campaign uploaded more videos to YT, but saw more engagement with FB Both the Facebook and YouTube campaigns revolved around two 1-minute “hub” videos • YouTube versions combined had 48M Facebook • views; Facebook versions generated
5 Uploads • Avg. 42 seconds 18M views • Avg. 4.5M views/video • The Facebook videos had 1.4x more • Avg. 6.8K shares/video engagements • Avg. 149K likes/video • 18M total views YouTube featured 34 additional 15- and 30-second videos based on individual Adidas athletes • These videos generated an average of YouTube 127K views on YouTube • 40 Uploads • Avg. 28 seconds • Only one was uploaded to Facebook • Avg. 1.2M views/video • Two 44-second montages of these • Avg. 523 shares/video
Case Study Mission: Impossible Rogue Nation trailers launched simultaneously on Facebook & YouTube Facebook videos have more engagement than YouTube versions • Top YouTube videos have Facebook • amassed 7.7M, 7.2M, and 4.8M