YouTube has been the dominant video platform on the net for years. The number of videos published is enormous and YouTube is the largest search engine in the world after Google. But YouTube had no competition for a long time. Everyone has cooked their own soup. Be it YouTube, Facebook, or Twitter. But now we have a different situation and YouTube is no longer alone for moving images. But how do YouTube videos differ from Facebook videos, Instagram and Vine? What features are there and how are views of videos measured?
Martin Beck has published a nice overview comparing different features, requirements and the measurement of views. If we look at Facebook and YouTube, it quickly becomes clear that we cannot compare the views. 1,000 views of a Facebook video need not correspond to 1,000 views of a YouTube video.
Why? With Facebook videos, views count from 3 seconds. YouTube counts views from 30 seconds. People would have to watch a video on Facebook for at least 30 seconds to be included in a comparison with YouTube. Instagram and Vine videos are much shorter in themselves. You can't get to 30 seconds. We know this, but often views from different social networks are compared without taking into account the different approaches to measurement.
The measurement and statistics of the views are not the only differences. Twitter and Snapchat, for example, dispense with auto-play. Vine pioneered the auto-loop.Until now, Instagram and Tumblr have taken over the feature. Facebook is currently dispensing with an auto-loop feature.
The public output of the views is also always interesting. On the one hand, a high number of views appeals to users, on the other hand, it always looks a bit strange when a video has only a few views. Instagram only provides the stats for views to advertisers. Vine, on the other hand, communicates the loops (views) publicly and the value updates in real time.
We cannot directly compare interactions on different social networks, and videos are similar. This is why a closer analysis of your own videos is so important. Views are just a statistic. But we only get the crucial information when we evaluate the views and interactions with our videos in detail.
Nor is it just a YouTube strategy any more. It is about how moving images contribute to the communication and marketing goals of companies. However, we must always take into account the features and possibilities of the individual social networks.