Facebook Challenges YouTube

BLOG POST

BLOG POST
January 2015

As the popularity of online video content continues to grow, video advertising is becoming a bigger priority for many marketers.

Recently Facebook released a blog post highlighting the shift towards video content on the platform. Facebook states that the number of video posts per person has increased 75% globally, and that 65% are happening on mobile. The reflection of this is noticeable in the composition of Facebook’s News Feed with many users sharing and engaging with video content daily.

BLOG POST

Facebook Challenges YouTube

 

As the popularity of online video content continues to grow, video advertising is becoming a bigger priority for many marketers.

Recently Facebook released a blog post highlighting the shift towards video content on the platform. Facebook states that the number of video posts per person has increased 75% globally, and that 65% are happening on mobile. The reflection of this is noticeable in the composition of Facebook’s News Feed with many users sharing and engaging with video content daily.

 

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YouTube is the dominant sharer of video content, but according to comScore, this share has decreased from 46.5% in January 2012 down to 21.1% at the end of 2014. Since June 2014, Facebook has averaged more than 1 billion video views every day and it now accounts for 18.4% of the online video market.

Facebook still remain the biggest social media platform in the world and while it continues to adapt to the changing digital landscape this is not set to change any time soon. With the addition of new advertising features such as video ads and improved targeting features, Facebook still offers a key opportunity for education marketers. With the addition of many older adult users amongst the younger demographic there is a growing opportunity to reach potential students interested in postgraduate education. Touchpoint have run several postgraduate student recruitment campaigns across Facebook to great success. Results have shown higher click-through rates than some undergraduate campaigns.

YouTube also offers some excellent advertising opportunities for student recruitment (find out more about its features here), but its main strength is in general brand awareness, reaching a large audience watching billions of hours in video content. Over 6 billionhours of video are watched each month on YouTube. As Facebook is a social media site, its strengths lie in its social actions, such as shares and other engagements.  As many people tend to discover the videos they watch on Facebook, with the right message for the right audience your video content could reach more users than anticipated.

Facebook also announced that they are looking to improve the News Feed experience for many users as, based on survey feedback, many users have expressed their preference for video content that is less promotional in nature. Marketers should therefore be more conscious that their video content fits well into a News Feed to sit alongside content posted by friends. Shorter video content also tends to perform better in the News Feed.

YouTube and Facebook will no doubt continue to compete in 2015 for online video presence, but they both continue to offer great opportunities for student recruitment campaigns.

To find out more about using YouTube and Facebook for student recruitment, please get in touch.

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