According to the 2013 Online Video Marketing Survey and Business Video Trends Report, almost everyone uses YouTube to distribute marketing videos to the masses making it the leader by a long shot. The next, most-often-used platform is Vimeo. The question was posed as, “What video sharing sites/portals do you distribute (upload) your videos to? Check all that apply.”
The Report Methodology
The report is based on a survey of 22 questions designed to identify trends in, “identify trends in online video production, usage, deployment, and results as relates to business marketing and communications.”
A total of 600 respondents participated in the 2013 Video Marketing Survey, with 52% working for B2B companies, 23% working for B2C companies, 21% for agencies and 4% for nonprofit organizations. Respondents represented a wide range of industry sectors and company sizes.
A large percentage, 84%, are decision makers with over 56% being owners or senior management.
YouTube Rules the (Video Marketing) World
It would appear that online video marketers are trying to do it on the cheap because YouTube dominates the landscape. Vimeo rolled up in second place with 51.1% of respondents saying they use it and there’s a swift drop off from there with DailyMotion 10,8%, Blip.tv 5.5%, Viddler 5.1%, Veoh 4.4% and “other platforms” pulled 10.8%. Granted, only 472 respondents answered the question out of the 600.
A rather astounding statistic when you think about it, or is it? YouTube is the second largest search engine in the world. So if you want to have your videos found, they’ll be found there if anywhere. But it sort of blows away the idea that you need to have a branded video player, your own online video platform, and massive infrastructure to do online video marketing. Clearly, that’s not the case.
Social Networks Are Video Marketing Distribution Channels Too
By now, every marketing person worth their weight in salt has a clue as to the power and value of the social networks. Facebook leads the way without equal as 86.8% of 462 respondents said they use it as a distribution platform. Twitter isn’t that far behind at 69.9%, not too shabby considering their 140 character limit for posts. LinkedIn sees a lot of action as well topping Google+. Twenty-four percent stated they use Pinterest which is interesting since it’s mostly about sharing images. However, doing a quick search for the term videos, shows a good deal of them have been pinned and are viewable right on the page.
So I did a bit more investigation into it. Pinning a video and having it show on the webpage is great, but the rise of mobile device usage means that all content needs to be visible across all channels. Interestingly, videos aren’t viewable across devices with the Pinterest. I installed the app on my iPad and on my Android phone. On Android, the app asks how I would like to complete the action (viewing the video) with the browser or YouTube. However, on the iPad it opens a browser-like page right in the Pinterest app, and does not load the video, or anything really. It just loads a big empty page. It did not matter whether I tried a YouTube video or a video that was hosted somewhere else (DailyMotion, Vimeo), none of them played. On Android, the pages that were shared loaded just fine.
So, really, how valuable is Pinterest presently as a video marketing distribution platform? Videos are not viewable on one of the largest segments of mobile devices.
So it seems that YouTube is the main place to put your videos as an online video marketer, and Facebook is the main place to share them. Twitter, LinkedIn, Google+ and Vimeo all get some love from about half of online video marketers. Of course, a good online video marketing strategy is going to incorporate as many outlets as possible in order to get the video in front of as many people as possible, right? At least in a cohesive way that spreads the brand message without inundating potential customers unnecessarily that is. A lot of automation is now possible with the various APIs so that you can use a single service to upload your video to a distribution platform like YouTube and then build a post around that video which is pushed out to Facebook, Twitter, LinkedIn and Google+. But generic messages probably aren’t as valuable as messages tailored to the demographic of each platform. Still, marketing people have definitely embraced the brave new world of online video marketing opened up by YouTube and Facebook. Then again, a lot of us have been embracing it for years, haven’t we?