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Facebook vs Youtube: Which Side of the Video Battle Should You Join?

April 12, 2016
Aaron Polmeer

By Kenia

Posted by Kenia

[Estimated read time: 9 minutes]

The rise and rise of online video content over recent years is showing no signs of slowing. According to Cisco Forecast, video will represent 69% of all consumer-based Internet traffic by 2017; this is expected to rise to 80% by 2019.

Meanwhile, another study from Business Insider estimates that video advertising will account for 41% of total desktop display-related spending in 2020 in the US.

Looking at these stats, it’s clear that video will continue to be a critical element of successful digital marketing strategies for the foreseeable future. As YouTube and Facebook jostle to be top dog in online video, our team of digital marketing scientists at Wolfgang Digital naturally wanted to run an experiment to determine which platform delivers the best value when promoting video content and, importantly, how much quality watched time you get for your investment on each advertising platform.

Let’s analyze the numbers and try to settle the “Facebook vs YouTube” video battle once and for all!

Setting the scene: Facebook versus YouTube

Here’s how the battle for video has been shaping up over recent years.

  • New online video platforms such as Vine, Instagram, and Snapchat have emerged in the last two years.
  • Meanwhile, others — like Facebook Video — have grown considerably.
  • In April 2015, Facebook got 4 billion daily views. In the space of just 6 months this figure doubled, reaching 8 billion daily views.
  • Critics pointed out that the arbitrary metric of “a view” didn’t really mean much, since YouTube counts a view after 30 seconds and Facebook counts a view after only 3 seconds.
  • In January 2016, Facebook announced that people watch around 100 million hours of video a day.
  • In February 2016, Google CEO, Sundar Pichai, reminded investors that YouTube’s audience watches hundreds of millions of hours of video every day.
  • Since 2012, YouTube has measured its performance in terms of “hours watched,” not video views.
  • As of 2016, Facebook now also refers to the “hours watched” metric.

So, where can you get the best value for your video advertising budget?

Our experiment ran the numbers — including impressions, overall time watched, and quality time watched — to find out.

Wolfgang’s video experiment

For this experiment, we advertised the same 20-second-long video over the same period of time and with identical budgets via YouTube ads and Facebook Video ads. We also targeted the same type of individuals using demographics and interest-based targeting.

The first hurdle to overcome was that each platform has different methods for counting views and charging for advertising.

How YouTube and Facebook charge for video ads

In YouTube advertising, you’re charged per view. A YouTube “view” is counted after 30 seconds (or the full duration of the video, if it’s shorter than 30 seconds) or when a user engages with your video.

Facebook, on the other hand, charges by cost per 1,000 impressions (CPM) and a “view” is counted after just 3 seconds. Facebook also displays the Cost Per View by dividing the total spend of the campaign by …read more

Source:: Moz Blog

      

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