By Gavin Warren @HaggiePartners
A lot of businesses these days are making use of online video platforms like YouTube, Vimeo and Vine to market their services and industry knowledge to large, global audiences.
Video also helps to increase engagement and shareability of content, which is why it’s important to start incorporating it in your online marketing strategy. The only question you’ll have to ask is, which video hosting platform should I be using for my business?
For most businesses, the answer will either be Youtube or Vimeo. Each have their own distinct advantages and disadvantages, we’ve highlighted a few below to help you decide which is better suited to your business
The advantages of using YouTube for business
YouTube is without doubt the highest-trafficked web-based video publishing platform and has more than 1 billion unique user visits each month.
- 300 hours of video are uploaded to YouTube every minute
- YouTube is localised in 75 countries and available in 61 languages
- 75% of executives watch work-related videos on business websites at least once a week
- YouTube sees 19.1 million monthly unique visitors from the UK alone
- A website is fifty times more likely to appear on the first page of a search engine results page if it includes video.
It’s free to use
Advertising campaigns can often be expensive but the great thing about YouTube is you can upload as many videos as you want for nothing. You don’t even have to make a professional advert, you can use simple tools such as a hand held camera, and the film editing tools available through YouTube. Remember though the average length of the most-viewed YouTube videos is around 31-120 seconds so don’t try to cram too much into one video.
Search engine friendly
YouTube is the second top search engine in the world, only behind… you guessed it Google. And who owns YouTube? You probably guessed right again as search giant Google acquired YouTube back in 2006. One of the biggest implications of this acquisition was that Google removed most video snippets from its search engine results pages that weren’t from YouTube. This made it difficult for businesses using other video platforms to get their videos in search results.
By writing high-quality articles on your site and creating complementary videos that are hosted by YouTube you’ll be able to take advantage of Google’s preference for YouTube videos. Doing this will build back-links to your site, meaning you get found on Google more often by people searching.
The disadvantages of using YouTube for business
YouTube can feature adverts around your videos from your competitors and spammers. These adverts may appear in the “related videos” section, in the “promoted videos” ads, overlay ads, and sometimes as banner ads. Your chance of getting your clients’ attention diminishes with these unwanted ads.
Lack of access
Though many companies have relaxed internet restrictions on YouTube, the site is probably going to be banned in some offices. This could make it difficult to hit your target audience if you’re solely using this platform.
Quality of YouTube content
With over 100 hours of video being uploaded to YouTube every minute, it’s safe to say that not all of it is going to be of a high quality. If you’re trying to position yourself in a professional way it could be harmed by spammy or offensive content appearing next your videos.
The advantages of using Vimeo for business
Vimeo is a lot smaller than YouTube when it comes to users but attracting a niche audience can be used to your advantage. Here are a few reasons why Vimeo may be a better option for your business.
- You can modify the player colors to match your brand
- Vimeo is a perfect tool to help boost your image
- There’s a strong focus on maintaining your business integrity
- Users have the freedom to choose the thumbnails
Vimeo doesn’t run adverts on any of the videos that you upload. This is probably 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 banners popping up during the process.
Cost effective subscriptions
Unfortunately, running a large and successful website isn’t free. Vimeo has been kind enough to keep their website free of ads, which means they have to make money another way, via paid subscriptions.
Vimeo caters to users seeking quality content, so if this describes your market niche, Vimeo’s audience will reward that. Vimeo has instituted certain policies and constraints that purposefully limit the amount of video uploaded and ensures a certain standard of quality. For example, Vimeo allows for videos of unlimited length and quality, but curbs the storage space allotted to each user.
The only way for users to gain access to more storage is to pay for one of Vimeo’s many tiered accounts. This simple requirement goes a long way in tacitly enforcing a level of quality that YouTube simply does not even come close to.
The disadvantages of using Vimeo for business
Limited amount of uploads
None of the Vimeo plans give users the ability to upload an unlimited amount of videos, which is something that YouTube offers for free. Though this helps keep the site from being inundated with content, it does put a limit on the users who want to upload a lot of videos. The platform’s strategy of limiting uploads can be a problem for companies that want to release large quantities of videos quickly to their audience.
Google search results
It’s lack of a direct partnership with Google can also be a key downfall. For businesses that rely on Google search to drive online traffic may be penalised.
So what platform will you chose?
When choosing a video hosting platform, it is best to consider the goals of your business and your budget. Ultimately, it is not about which is the better platform, it is about what’s best for your business. Whichever one you do choose though, your business will benefit from incorporating video into your online marketing strategy.