Facebook and YouTube have been in fierce competition over video stream king for quite some time now. At first, the thought of Facebook surpassing YouTube as the go-to video streaming platform seemed impossible, even slightly laughable.
However, Facebook has taken extraordinary strides in a relatively short period of time, adding higher quality video streaming and the revolutionary news feed autoplay video .
In the past year, Facebook has averaged close to 4 billion video views per day, largely due to scroll-over autoplay. In August, Facebook received over 1 billion more views from desktop than YouTube. Alright Facebook, no one’s laughing anymore.
A video posted on Facebook will undoubtedly receive a much larger reach than videos streaming through YouTube, but what about engagement? Facebook’s autoplay video stream feature ensures your video will earn high exposure, but not that anyone will actually engage with your business or the video itself.
YouTube still holds the highest honor for video engagement because you have to manually search for a video through their library search engine or click a link which takes you to their website, whereas on Facebook you can simply view a video and pass by it without any need to search or click. But much like how the world of social media marketing usually goes, Facebook has added two new features which make this online video platform race a little more interesting.
Facebook is currently rolling out its new “Video Library” and “enhanced video upload flow.” The enhanced video upload flow gives customizable video distribution options to Page owners. The more important of the two, Facebook’s new Video Library allows all Facebook videos to be stored and managed from one centralized place, and only accessible through direct Facebook URL links. Facebook’s new Video Library adds a video search engine to the platform, which in turn sparks video / user engagement and limits the need to use YouTube.
These changes to Facebook videos are extremely important for businesses advertising through social networks. Brands can now create an online video advertisement, target its audience with specific customizable distribution options, set it to public, reach and engage an audience larger than the amount of ‘likes’ they have on their page. That’s pretty powerful.
Paid video advertisements will take the digital marketing world by storm in 2016 and Facebook is going to be leading the charge. Increased competition for online video and the constant demand to improve will better the way businesses engage with their fans and each other.