A question that we are often asked by those looking to upload video content to social media is about the benefits of YouTube, the power of Facebook and if you should embed your YouTube videos on to Facebook to increase your viewership.
Do not abandon either platform entirely. If you are going to be creating video content regular video content YouTube is the platform to be on but here are a few points to consider.
Grow Your Channel
YouTube is a hugely popular platform. (Check stats via Fortune Lords) If your content is appropriately tagged, titled and your videos are engaging and well produced users will find you and subscribe. Your channel will grow on this platform without any social sharing. It is simply not a necessity.
You will most likely desire to increase your viewership by not just growing a YouTube channel, but social media pages where you can reach more fans and increase engagement with your organisation, brand, or channel. Now that most platforms have their own video functionalities, do you share you YouTube video or do you upload directly?
The temptation to simply embed your YouTube video into Facebook and share it is an obvious one. You want to grow your channel so you want to direct people to your videos from social media and hope that they will subscribe. However, Facebook is in competition with YouTube to become the internet’s prime place for great video content. Facebook’s native videos outperform embedded videos. From July to December 2016, Facebook native videos had a 1055% higher share rate, and a 186% higher interaction rate, than non-native content posted to the network. (Quintly)
When carrying out paid advertising, Facebook has a range of options. One of these options is video views. If you optimise your advertisement for video views, Facebook will distribute this to users who have responded to video adverts in the past. If the goal is simply to get your videos watched, this is a great way to do it.
Once you have done this, you can re-target users in future adverts who have watched your video for a certain amount of time. You build a custom audience with the users who have engaged with your content the most!
When you are advertising on Facebook, you can still grow your channel. If you are optimizing the advert for video views, you can still insert a link to your YouTube channel. In some cases, advertisers who want to grow their YouTube channel show a preview on Facebook to get the benefit of the increases engagement of native videos but then direct to a longer video on their YouTube channel. This is what up and coming channel Procappella did with one of their videos recently. Read more about them here!
You can embed your video from YouTube into a Facebook post and set up an advert optimizes for engagement. This increases your pages engagament and increases your YouTube viewers. However, we would not recommend this above the other options that we have discussed. For organic and paid posts, uploading directly to Facebook has the advantage.