YouTube vs. Facebook Video
Hey guys, how’s it going!? This is #WeBuildWednesdays Episode 16: Youtube vs. Facebook Ads. Before we get started, you may have noticed that I’m dressed like a clown, or more specifically an elf or actually a sexy Santa with abs and an elf hat. That is because this our holiday episode! We might be taking just a little bit of a break here with so many people off and the holidays around the corner. I don’t think too many of you will be watching marketing videos around the holidays anyway, so I think it’s a good time for us to stop, refresh, and really pick everything back up in January.
Nobody Watches Facebook Videos
On that note, though, I’ve got one last thing for you here as the year rolls down. I know a lot of people are going to be sitting around on Christmas. They’re together with family, all the kids get their smartphones out there, watching videos on Youtube and watching videos on Facebook. Which one is the better platform?
Well, recently, I saw a video from social media examiner Michael Stelzner. He’s great, Social Media Examiner has excellent social media content. If you’re looking to learn a little bit more about it, that is probably the best resource out there, so definitely check them out.
They came out with a video that basically said they’re done with Facebook video. The reason being is pretty simple: nobody really watches video on Facebook.
Think about that.
So, you have your news feed, you’re scrolling through…and when you’re on Facebook, you’re in a brain-dead-type mood, right? You’re looking for a quick hit of dopamine, you know, maybe there’s a puppy video, maybe there’s a funny meme, maybe your relatives posted some pictures and you comment on those, whatever. Hopefully, you don’t see any articles on politics, I know we’re all done with that. But you’re not going there for the purpose of watching videos on specific things, right? And that shows. I mean, if you look at this ad here and I’ll read it off the screen: “The average length of a video published on the first quarter for Facebook was 3 minutes and 48 seconds, but the average time watched was only 10 seconds.” That’s only four percent of the full video length. The average person only watches four percent of your Facebook video! I mean, that is absolutely unbelievable.
Everyone Is On YouTube
So, what I want to talk to you about, though, is Youtube because obviously, we do all of our #WeBuildWednesdays videos on Youtube. We’re also starting to post them on social media, as well. We’re not seeing the traction on social, and that lines up with the rest of the data on it. That is especially true when it comes to ads, as well. So, when it comes to Facebook video ads and Youtube video ads, I want to really compare the two because, as we covered in our last episode, HubSpot has changed their stance on ads, which is big industry news. HubSpot really wants everyone to start augmenting their content strategy with ads. HubSpot is starting to do it, too. They were a huge proponent of inbound marketing, they never really ran ads before. For a whole decade, they’ve never done it. But now HubSpot is getting into it, they’ve acknowledged that ads are a vital component of any strategy nowadays because that’s how you get in front of people. Organic reach is kind of dying off. And, because of that, I want to talk to you guys about ads on those two platforms, as well. So, I want to compare those two.
We’ve already talked about Facebook. Ads on Facebook and organic views on Facebook are not all that different. But Youtube actually has some really excellent features. Luckily enough, in Episode 5, I was able to sit down with Ben Polk at Google, who is a YouTube product expert. He went through a lot of different things on that episode, but there’s a little bit more to that story that I’d like to talk about with you here. So, I actually have this deck from Google. This came directly from them and I want to run through it with you so we can talk about YouTube advertising and how it might be able to benefit you.
Curious, Impatient, Demanding
Today’s consumer is curious, impatient, and demanding. They’re all three of those things, right? They are used to getting everything right now. They’ll look into something if they see that it piques their interest, but when they want it, they want it, and they don’t want to wait for it. So, if your site loads slow or anything like that, you’re probably not doing yourself any favors, right?
On top of that, attention spans aren’t doing so hot these days. Humans in the year 2000 had a 12-second attention span. Humans in the year 2013 had an eight-second attention span. In the difference of 13 years, our attention span decreased by 33 percent. A goldfish has a 9-second attention span. With those lower attention spans, a lot more people are flocking to video, making YouTube the second largest search engine in the world, with Google obviously being first. Google also owns YouTube, so you can imagine Google’s kind of got this whole thing wrapped up here. YouTube has 1.8 billion monthly logged-in viewers who watch over one hour a day on mobile alone. That number is absolutely staggering to me. A lot of times from clients, I’ll hear them say, “Well I don’t think our target audience is on YouTube.” Everyone is on YouTube. I mean, seriously everyone is on YouTube. You know, my dad goes on YouTube, my grandma goes on YouTube, my little cousin does, I do, my friends do, my family friends do… I mean, it’s there and there’s everything on it for whatever you’re looking to do. The other day, I helped a guy jump his car and we couldn’t figure out how to do it because we’re idiots, we’re tech people, and we YouTubed it and figured it out in just a few minutes. YouTube is a great platform for this kind of stuff. You’ll never find something like that on Facebook, and if you did, you’d be lucky to come across it.
The other thing I want to talk to you about is that videos on YouTube are watched, 95 percent of the time with the sound on. On Facebook, it’s not like that at all. If we flip back to this other article here, it’s all about the silent videos on Facebook. Only seven percent of all video views on Facebook will click to play sound. It means 93 percent of the time, these people are watching silent videos and then they only watch four percent of them. Nobody’s watching your videos on Facebook, folks.
Coming back to YouTube here – and I know it sounds like I’m a huge YouTube proponent, but really I’m a proponent for what works, and YouTube works. I mean, that’s what it is.
Sight, Sound, Motion: A Google Study
So sight, sound, and motion can move undecided consumers to action again. This is a study that was done by Google. Fifty-four percent of shoppers say that YouTube influences their purchase decisions. That’s a huge number. The other beauty of YouTube being owned by Google is that YouTube can use search signals and signals from the rest of Google when targeting people with YouTube ads. The Google Chrome browser is one way that Google can get these intense signals. Gmail is another one, The Google Play Store, Google Maps, YouTube, obviously, Google Search, and Android devices, as well.
Google can reach people based on action, intent, and interest. This is awesome to me because Google is really focusing on this portion of their targeting. It’s not based on keywords as much anymore, which I mean, sounds crazy when you think about Google Search and how they started, but now we’re able to target people on a lot more different ways. Your Google Search Campaigns can layer these in as well as your Google Display, your YouTube campaigns, and it all fits together. They can all run on the same platform, and you could be showing those ads to the exact same audience on all these different platforms, so you can really follow them throughout the buyer’s journey, all the way from awareness to consideration to decision-making, and then, hopefully, advocacy.
So, you can target people based on consumer patterns, their affinities, and if they’re in the market for particular things. As a marketing agency, I know that there’s a segment in there for people who are in the market for marketing, which is great for us. Life events, obviously, if you move or get married, that kind of stuff.
Custom Intent. This one is so cool – you can target people based on their past Google searches on YouTube. If you’ve done a search on YouTube for how to change a tire, for example, and I know that you’ve blown your tire and I own a tire shop, I can show you YouTube ads about my tire shop, so you can definitely do things like that.
You can also target people based on action. So, remarketing is absolutely huge. You know these people have gone on your site in some way, shape, or form, and you could show ads to those people again. They’re going to be more recognizable because these people have been to your site previously, so those ads are usually more effective.
Customer Match is another great one. If you’ve got email addresses, you’ve got names, you’ve got phone numbers, all that kind of stuff on people, you can add them to your audience, show them ads – show specifically those people ads, which is great.
And then, Similar Audiences. On Facebook, these are called Lookalikes, but on YouTube, they’re called Similar Audiences. You can find a lot of people with these who, based on your customer match segments, you can find people who share the same qualities, characteristics, demographic information, and behaviors as your customer match. That’s another really effective and specific way of targeting. As you can see, if you’re looking at this graph here, you get more people as you go to the right, so the affinities and consumer patterns have the most people, so it’s the least targeted, I would say. As you can get closer to the bottom, that custom intent, that remarketing and everything, those are very solid targeting options with YouTube.
YouTube Video Ads
So, this slide goes into it just a little bit more. Someone searches for ski equipment over here, we leverage that intent signal and our ski target group – boom, ad on YouTube. And it doesn’t have to be consecutive, it’s just whenever they go to YouTube they’ll get that ad. YouTube also has introduced a new ad format called TrueView for Action, which is great. It allows you to add these CTAs to your video. So, generally speaking, a video ad isn’t going to be something that drives a conversion right away like this. It’s not usually going to drive an action, but YouTube is trying to at least give people that option. If they see something and you know, maybe they’ve been putting it off and they’re interested, this will allow them to learn more or get a quote, buy now, whatever it is.
This is really cool. You can measure conversions and store visits based on people who have seen your YouTube ads, which is absolutely amazing. So, if they’ve got Google Maps on their phone or if they’ve got Android phone, Google Chrome, Gmail, whatever it is, Google knows where they’re at. I know that’s scary. I know nobody likes that. Even if you shut off your location services, it sounds like Google still tracks you – just a heads up, I’ve heard that in the news at some point.
But you’re able to track in-store visits based on people who have seen their YouTube ads. I mean, that’s absolutely crazy. Again, you know, you can see that—maybe your store is 0.3 miles away if you have a brick and mortar location—you can show people those ads right there.
The Buyer Journey
And you can follow them on every step of the customer journey! So, this is what I was talking about earlier. You probably see the smile on my face because this makes me so happy.
I love stalking people on the internet. It’s kind of what my job is as far as marketing and advertising. I will get the right people to see your stuff and I’ll coach them through getting the product at the end of the day or the service, whatever it is. So let’s say someone searches on Google, they see that video ad like we’re talking about. If you’re running a display campaign and those people go to other their websites, they’re also seeing your display ads, so you’re getting really good frequency. You’re getting these people with your video ad, you’re getting them with display ads, and they’re starting to recognize your brand name. Then they go back and search Google again, which means they’re ready to make a decision. If they’ve already searched on Google for this and they’re searching on Google for it again with a more specific search, you can, with your SEO, come up for whatever that service, those very intent-driven terms, or you can run PPC ads for those search terms. Then they visit your site, they make a purchase, boom. You can track all the different pieces of that conversion because it’s all done in Google. You can tell that they’ve seen your video ad previously. Or maybe they didn’t see your display ad, then they searched on Google. Okay, well, you know that the video ad played into some of that conversion, you know the search on Google did as well, so you know what’s effective and what’s working. It’s a lot different than running a TV ad and you don’t know if someone saw it or if they did it unless you ask them. Maybe they don’t answer or maybe your sales guy doesn’t ask them. These are common issues we run into all the time. This is totally tracked and you’ve got it from front to back. You know exactly when people saw these things, you know who saw what, and you’re able to track all of that all the way to conversion. So it’s awesome, I love this. These are my favorite kind of things to work out because it’s so immersive and Google’s got such a big audience that’s driven by intent. It’s just incredible.
The other awesome thing is that when you run a TrueView ad on YouTube, which is your basic 30-second video ad — it can be 15, too — people can skip those after five seconds and you don’t have to pay for it. Even if they watch 29 seconds of it and skip it, you don’t pay one penny. The only time you pay is when someone watches your entire 30-second ad or 15-second ad, whatever it is, so that’s another really enticing thing. I mean, obviously, you have to create the video and that’s going to cost you some, but you get that five seconds of non-skippable brand exposure. So, if you put some really good branding at the very beginning, you’re at least getting that touch where you know they get your logo, they get your slogan, they get whatever it is to pop into their mind. And maybe they see that a few times that they eventually watch the whole thing because it starts to pique their interest. If you’re doing advertising, these ads aren’t going to be intrusive, especially if you’re targeting people right. You’re giving them things that they are looking for and interested in, and if you’ve got good ads and good products or a good service, you’re in business.
Six-Second Bumper Ads
The other thing is this six-second bumper ad. These normally go well as sort of a secondary-type ad. You don’t want to just run six-second bumper ads. A good example of this would be a Super Bowl commercial. During the Super Bowl, you see those full ads, sometimes they’re really long, like longer than 30 seconds, and then, later on, you’ll see a shorter version of it – that’s kind of what a bumper ad is. People would recognize at least your brand name but probably the ad you’re referencing and it’s just sort of another little, quick, bumper nudge like, “Hey, remember us? We did this cool commercial you saw.” “Oh, yeah, okay.” Just another way to get in their heads nice and quick, and it’s really cheap.
Leverage Your Existing Content
The next thing is you can leverage your existing content – just put it on a new platform. So, if you’ve got TV ads, you can convert those to YouTube pretty easily. Same goes for print, same goes for social. You can do everything with your existing content and just reshape it for the platform that it’s on. So obviously, as an agency with a design team and videographers, we can do that for you here, but it’s also something that you might be able to do yourself if you’ve already got the content. So, as we said, YouTube ads are awesome and they’re very targeted. Really, the big hurdle that people need to overcome is getting a video created. A lot of people don’t have video sitting around so that’s what agencies are here for if you need help with that.
Increase Your Campaign Spend
LAST, last thing: You can measure a lot of different things with YouTube ads IF you spend enough money. They don’t allow this for campaigns that don’t spend too much, I want to say it’s about 3,000 dollars a week is the minimum you have to hit. Basically, you have YouTube surveys which pop up, where you ask people questions like “Have you seen a video for this recently?” You determine if they remember seeing that ad or if they favor that ad, if they’re interested in that ad, whatever it is, and you can A/B test different things. So you could see if this ad is more effective than that ad or if more people remembering this than that. That’s exactly how you could measure some of the secondary metrics. Obviously, conversions are always top, but knowing a little bit about your ad creative and what’s performing best is just another thing that’s going to help you out, especially with a big budget.
So, this has been #WeBuildWednesdays episode 16: Youtube vs. Facebook video ads. Again, I know I’m dressed like an idiot, but happy holidays and I hope you guys don’t think too hard or work too hard over the holidays when you’re with your family!
We’ll get back to this in January with Q1.