How can brands best use YouTube and Facebook—the two biggest online video destinations—to reach their goals? Visible Measures, an engagement platform for branded videos, has released a white paper on the subject that should be required reading for every video marketer.
This isn’t the first time Visible Measures compared Facebook and YouTube. In April, it released research that shows how each platform works in attracting viewers.
Now, Visible Measures has gone further, analyzing online video campaigns from Star Wars, Old Spice, Pepsi, Samsung, and Dove. The results center around two key terms: ripple effect and resonance. A ripple effect occurs when a new brand video makes viewers take a look at older videos by the same brand. Resonance is when brand videos remain popular over time, gaining even more views from sharing.
Some brand campaigns produce as much as a 45x ripple effect, Visible Measures found, meaning that the brand’s whole portfolio of content sees a big boost following a new video release. The ripple effect only occurs on YouTube, as Facebook doesn’t yet encourage viewers to rediscover older videos from a brand.
Facebook has the lead in driving lots of quick impressions: It produces a spike in viewership that can jumpstart a campaign. However, YouTube leads for resonance, as well, and outperforms Facebook after three days of a viral video campaign.
After one week, YouTube accounts for 51 percent of a video campaign’s views. After 3 months, it accounts for 63 percent of its views.
For more brand campaign findings, download the white paper “Build Relationships With Your Consumers By Optimizing for Ripple Effect and Brand Resonance” for free (registration required).