Gary Vaynerchuk once called YouTube the granddaddy of video online”. However, marketers are about to leave it to a nursing home and prefer social media for their digital video campaigns. Let’s see why and what YouTube is going to do about it.


Trusted Media Brands, formerly known as The Reader’s Digest Association, asked 300 media executives about their thoughts of the future of digital video and results proved that it’s behind social media platforms. According to their survey, 65% of the marketers voted in favor of social networks like Facebook, SnapChat and Twitter for distributing their digital video campaigns, leaving video platforms like YouTube and Vevo behind.

YouTube. Branded Video Content Statistics

Over the last two years social media brands seriously upgraded their platforms, making them better for sharing video-centric content, because it can be incredibly engaging for users, and it seems like they efforts didn’t come in vain. Video already became No. 1 source of ad revenue for Twitter. Facebook is less frank about their video ad revenues, but it’s pretty obvious that they’re drawing all the marketers attention as well. Just this January Facebook hit 100 million hours of video watched a day, and it doesn’t look like its growth is going to slow down. On the contrary, the major social media brand is becoming a serious competitor to YouTube.

“We’re particularly pleased with our progress in video as we move towards a world where video is at the heart of all our services,” said Mark Zuckerberg at a Fortune conference this June. He also added that there’s no doubt they’re going to be “a video first platform” in the near future.


Why Facebook is crucial to marketers’ video campaigns success

42% of the marketers admitted they are going to increase their spendings on digital video advertising next year and, most likely, Facebook will be their top priority. Let’s see what are the biggest factors that influenced this decision.


Better audience reach and engagement

Recent change in Facebook algorithm put friends’ news over branded content. Now users can decide what stories are informative for them and what are not. This news got publishers really nervous and some even reported about organic reach decline coming from Facebook. However, it didn’t really concerned videos, because it still gets 8 times the reach and 12 times the shares in compare with other types of content, as Social Flow analysis proves.


Promising Facebook Live Video

Introduced year ago, Facebook Live Video quickly became one of the most promising features for marketers. Studies have proved that it get 3 times as much attention as other videos on the top social network. Many publishers have already started experimenting with live broadcast trying to find the best way to reach their audiences, and the number of them is only getting bigger. For instance, among the Trusted Media Brands’ survey respondents 71% said they might invest in live stream video and 18% will definitely use this service for advertising. Facebook was a preferable option for all of them.

YouTube. Branded Video Content Statistics


New ad preferences

Earlier this month Facebook announced that its making web ads indistinguishable from organic content so that adblock will no longer hide them. Instead it offers users to sort out their preferences and take control over the ads they see by choosing businesses they doesn’t want to see anymore. It really sounds reasonable now that 70 million Americans use adblock on a daily basis, according to Page Fair global report. Marketers and advertisers now can target their audiences even better and increase ROI, because their ads will be shown to the users that chose their brand’s category relating to their interests.


YouTube isn’t ready to accept defeat

YouTube maybe found a way to stop users leaving for social media by becoming one. Google is planning a bold move and willing to turn YouTube into a social network of sorts by the end of this year. The project is called Backstage and “expected to introduce entirely new types of content to YouTube, including tweet-like text posts and topical polls, it also presents new opportunities for video sharing”, as Venture Beat found out. Google’s goal is to offer users possibilities for new types of conversations and more intimate video sharing between stars and fans. While these changes won’t help YouTube to become a true social media platform for users and beat Facebook, they are certainly able to keep the viewers on the site for a longer time, unless Google won’t mess it up.

All in all, social media has proved that they could be competitive video-viewing platforms now that marketers voted in their favor, but YouTube isn’t ready to give up, yet. Instead it’s reshaping its platform into something more appealing and socially active, redefining a meaning of a modern video streaming platform. Will it succeed? I guess, we’ll see.

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