The popularity of video content means this creative option cannot be ignored when designing a marketing or content plan. Video marketing should be a part of your marketing mix.
If you post a video on Facebook, then your post can generate over 130% more leads through organic reach when compared to photo posts.
The two most popular platforms to think about using for your video content hosting requirements are YouTube and Vimeo. Each platform has specific advantages and disadvantages which may affect individual brands and businesses.
Here are some of the key points to think about and discuss.
Key Pros and Cons of YouTube
Pro #1: It’s free to get started.
You don’t need to worry about any initial expenses when creating a YouTube account.
Their brand account process allows you to create a specific presence on the platform that can be accessed through a personalized account.
Pro #2: You can add managers to your brand account.
YouTube allows you to add different owners or managers to your account.
Owners are authorized to add or remove listings, edit the brand information, and even respond to reviews. They also have the authority to add or remove managers.
A manager is permitted to perform these functions as well, though they are not permitted to remove listings or handle authorized personnel on the account.
Pro #3: You do not have video length caps.
YouTube permits you to upload a video of virtually any length or size. This allows you to better manage the flow of information that your brand generates on this platform.
Pro #4: General search listings
YouTube is owned by Google and Google easily and regularly indexes YouTube videos for its general search results.
If you want your video to show up in Google search results, you should have it on YouTube.
Con #1: There’s a lack of presentation control.
There are some privacy controls available in YouTube that give your videos some protection against some sharing and embedding practices.
You do not have full control over who shares links to your video, however, which means there will always be a certain amount of risk to assume.
Con #2: Your competition uses the same search tags.
YouTube creates a section of related videos for users to see from your video listing.
These videos are often from competitors because most industries use the same core search tags for their videos. You benefit by gaining more exposure with videos on the platform.
You’re also going to provide the competition with more exposure as well.
Con #3: It requires a marketing push.
Many brands stop their YouTube experience after embedding a self-produced video onto their own website. It needs more than this.
YouTube does not generally promote specific videos to the general public. You must include the videos you produce with an overall marketing plan to take advantage of the numerous benefits that video content offers today.
Key Pros and Cons of Vimeo
Pro #1: There isn’t the hassle of advertising.
Vimeo doesn’t run advertisements on your videos. You’ll be able to run your videos in a way that best suits your brand, with more control over how the videos are shared or embedded.
You can even customize the look of your embedded player to maintain the look of you branding.
Pro #2: It works with Google Analytics.
You’ll be able to hook your Vimeo business account into your analytics dashboard to find more insights about who is watching your videos and where they are doing it.
You can add up to 10 team members to your account as well, which makes it much easier to manage your video collections and data.
Pro #3: You have access to a video production team.
Vimeo offers a brand studio team to brands which sign up for a business account. They work with your business to create videos to maximize the impact of your new content.
With the right subscription, you can even hide the Vimeo logo and add your own if you wish.
Con #1: There is less traffic available.
Vimeo currently has 170 million viewers globally, with 42 million viewers listed as being in the United States. Although those numbers are strong, in 2013, YouTube announced that it hit 1 billion monthly active users.
If you’re looking for a niche audience, Vimeo can work. It may not be suitable for a generalized audience.
Con #2: You must pay to play.
Free accounts are not permitted for businesses wanting to promote their brands. You must have a Vimeo PRO account, which gives you 20GB of video per week.
This plan comes to $20 per month when it is billed annually. If you upgrade to the Vimeo Business plan, it is $50 per month, also billed annually. To remove the weekly upload limits, you must use the Vimeo Business plan.
Con #3: Even the Premium plan has a capped maximum upload limit.
If you spend $75 per month for the Vimeo Premium plan, which allows for live streaming, you’re still capped at 7TB of total storage.
You do receive unlimited live streaming, however, which reduces the impact of this potential negative somewhat. Compared to YouTube, however, where all you need to do is verify your information to receive plenty of storage space, some brands may struggle to justify the expenses here.
YouTube vs Vimeo: Which Is Better?
YouTube provides a strong platform for brands and businesses who are looking to share information to the broadest audience possible.
Uploads are a simple process, and you can embed your videos with a simple bit of code that YouTube provides you. Just copy the code into your content platform, then publish.
Vimeo provides a strong platform for specific content where sharing expertise may be more important than sharing information. You have more controls over how the videos are displayed and can remove platform branding from the embedded player.
Choosing which one is better is an individualized process. Each business will find their own unique pros and cons to consider.
As you consider your options, keep in mind that there’s no reason you can’t have your video content on both platforms.