The best way nowadays to market a brand or business online is by creating and promoting video assets.
A great marketing tool is video. Video helps to increase engagement and shareability of content, which is why it is so crucial for businesses to incorporate this into their marketing plan. The one question that you must ask yourself though is, which video-hosting site should you use?
For the majority of businesses, it is a choice between Vimeo or YouTube. Each one has a certain vibe and a variety of pros and cons for business use, and you’ll need to understand both before making a decision about which one is best for your brand.
The Pros of YouTube for Business
Well, for a start it’s the world’s most popular video sharing platform.
But, that aside, let’s look at some of the statistics from the YouTube press page that demonstrate just how vital the site is for video sharing.
- There are over 1 billion unique users who visit YouTube each month
- Over 6 billion hours of YouTube are watched each month
- 100 hours are uploaded to YouTube every minute
If you look through the internet you are sure to find some even more impressive statistics, but the point I’m trying to make is that YouTube is the highest-trafficked web-based video publishing platform.
- YouTube is owned by Google
The search giant that is Google acquired YouTube in 2006. There is a big implication of this acquisition. Some have noticed that Google is removing some video snippets from its search engine results pages that aren’t from YouTube. Therefore Google is mainly displaying snippets from YouTube, businesses using other video hosts may suffer in the search results since the visible snippets are much more attractive and always get more clicks.
- It’s Free
If you aren’t already on the world’s second largest search engine, there’s not much to get in your way. It’s completely free to create a YouTube Channel for your business.
- Paid Advertising Solutions
Once your YouTube account is created and your videos are uploaded, you can very easily extend your reach through paid promotions. YouTube has a guide on getting started but really it comes down to these three simple steps:
1.Upload your video on YouTube
2.Create an AdWords account
3.Launch your video ad
With YouTube’s massive audience, refining targeting features, and various ad options, YouTube is a great platform for running your paid advertisements.
The Cons of YouTube for Business
- Quality of YouTube Content
With 100+ hours of video being uploaded to YouTube every single minute, its safe to assume that it isn’t all going to be amazing quality. If you want to position yourself as a professional product or brand, having spammy or offensive content appearing next to videos could be detrimental.
- Competitive Advertising
Have you ever searched your own brand name on the major search engines and discovered another company was advertising on your brand keyword? Well that very same thing can happen if you put your company on YouTube. When using some of YouTube’s robust targeting features, competitors can attempt to steal your video audience by placing their own ads on your videos.
- Traffic Cannibilisation
YouTube and the businesses that use the platform to reach their customers have two conflicting goals. Where a brand is likely to want users to click through to their own website, YouTube wants users to stay on the platform. This is why YouTube will often show videos related to yours in order to get the audience to stay on the site and keep clicking. Sometimes YouTube will even put a competitor’s video in the related section.
- Lack of Access
Some businesses want to reach their audience whilst they are at work. Though a lot of companies have relaxed their internet restrictions on YouTube, the site is going to be banned in some offices. This makes it difficult to hit all your target audience if you use this platform alone.
Tips for YouTube for Business:
Tip 1: Spend a decent amount of time personalising your channel. YouTube calls it “cover art” for a reason: make it unique and interesting. Striking visuals will help you stand out and create a memorable experience for your viewers.
Tip 2: Make sure you properly optimise all of your videos for tags, keywords, and descriptions to better allow your video to show up in the search engines for appropriate queries.
Tip 3: Transcribe your content. This will not only help the search engine recognise what the content is about, but it will also help your viewers with hearing problems.
The Pros of Vimeo for Business
- No Video Advertisements
No, you didn’t read that wrong; Vimeo doesn’t run any ads on any videos of the videos you upload. This is possibly the biggest advantage of hosting your videos on Vimeo instead of YouTube. There is a much better chance of a user watching your entire video if they don’t have to watch ads or deal with annoying banners popping up during the process.
- Cost Effective Business Account
As we expect, running a large and successful website isn’t free. Vimeo has been kind enough to keep their website free of advertisements, but this does mean there’s a catch. They have to make their revenue in other ways: paid subscriptions. But don’t fear, there is a Vimeo business plan which is very cost-effective, which includes:
- Up to 20 gigs of storage every week
- Unlimited HD plays
- No bandwidth caps or time limits on videos
- No ads on your videos
- Advanced statistics
- Quality of Content
Because Vimeo isn’t the most well-known video sharing site, it is less likely to get spammed with loads of poorly made content.
- The Community
This idea is related to the concept that Vimeo has more quality content. Since the site is a lot more niche that YouTube, there is a good chance that only serious video creators and viewers are more frequently on the site. People viewing and commenting on your videos are much more likely to provide you with constructive feedback.
The Cons of Vimeo for Business
- Less Traffic than YouTube
Despite the fact that Vimeo has been increasing in traffic over the years, the most recent reports show that they are still have just over 100 million users. Don’t get me wrong this is a lot of eyes on the site, but nothing like the numbers YouTube has.
- Google Search Results
It has been speculated, but not yet confirmed by Google, that the search engine will begin to remove videos from their results pages that aren’t hosted on YouTube. This is a scary prospect for many businesses that rely on Google as their highest driver of online traffic.
- Limited Amount of Uploads
Not one of the Vimeo plans allows the users the ability to upload an unlimited number of videos, which is something that YouTube provides its free users. This does help the site from being inundated with content, it does put a limit on the users who want to upload loads of videos.
Tips for Vimeo for Business
Tip 1: Make sure you post comments on other users’ videos. This site is much more close knit than YouTube, so building a community of thought leaders needs to be on top of your priority list. This also means you need to respond to those who comment on your videos.
Tip 2: Make sure to disseminate your video across multiple channels. Vimeo has a much smaller natural audience and less visibility as a video platform, therefore its vital to do some more cross-promotion on your social profiles, you website, and any other online platforms you use.
Which Platform to Choose?
When choosing which video-hosting platform to use, it is best to consider the goals of your business and your budget. Ultimately, it isn’t about which is the better platform; it’s about what is best for you. Just remember that whichever one you do choose, you business will benefit from incorporating videos into its online marketing strategy.
Contributing Source: Kevin King