Thousands of businesses around the world develop video content for online viewers every day, but are they posting them on the right sharing platform? Between Vimeo and YouTube, do you know which one is best for your company?
Although YouTube is undoubtedly the larger platform, Vimeo offers an array of advantages over the video streaming king. With approximately 100 million unique visitors on a monthly basis, Vimeo cannot compete with YouTube’s broad reach (over 1 billion monthly unique visitors). Instead, Vimeo gains an edge on quality over quantity.
The demographic at Vimeo tends to consist of people who are more knowledgeable when it comes to filmmaking and general discussion. As a result, the discussions and comments on this platform are typically more helpful and engaging.
Along with the higher video and community qualities on Vimeo, businesses can also benefit from the removal of video advertisements to increase viewing time and engagement. In general, users are more likely to watch your full videos if they do not have to wait through advertisements or pop-up banners before, during or after viewing.
On the other side of the argument, Vimeo’s substantially lower traffic does limit its reach. The platform’s strategy of limiting uploads can be a problem for companies that want to release large quantities of videos to their audience, and it’s lack of a direct partnership with Google can also be a key downfall. For businesses that rely on Google search to drive online traffic, Vimeo may not be the best choice.
YouTube’s most important advantage is, and probably always will be, it’s incredible traffic numbers. Users upload around 100 hours of video every single minute to this platform, and that is not the only impressive YouTube statistic.
Google’s acquisition of YouTube in 2006 also gave it a considerable advantage over all other video sharing platforms. Considering Google’s widely-known dominance as a search engine, it is not hard to understand the powerful benefits that this partnership creates for YouTube. Some marketing experts say that Google may actually remove some information on non-YouTube video content from its search pages.
Since YouTube offers all of its basic services for free, there are very little barriers to starting a company YouTube Channel. This is a key benefit for businesses looking to try a video sharing strategy for the first time. Once a channel has been created, YouTube also users to easily promote their content with paid advertisements through AdWords.
Non-supporters of YouTube often point to the platform’s lower video quality, extremely competitive advertising atmosphere and tendency to cause traffic cannibalisation as the primary reasons for avoiding it. While advertisement flexibility can represent a benefit of YouTube, it also creates an opportunity for your competitors to steal your audience.
We found this interesting infographic on Business 2 Community in 2014 which covers the statistics (to date) as well as pros and cons for the two platforms:
Both of these popular platforms have advantages and disadvantages. To choose the right one for your business, you not only need to know the differences between the two, but also what your company is trying to achieve by posting video content. It is essential to match your company’s strategy with the platform that will give it the best chance to succeed!