The difference between posting YouTube videos onto Facebook or just uploading a video direct to Facebook as a native video is difficult to distinguish.
Brands want as many people to watch their video ads as possible. Facebook and YouTube are both important channels for video marketing but there are some differences between these two channels with some advantages and disadvantages.
Here are the differences between YouTube and Facebook video ads:
People spend more time on YouTube than Facebook and when people looking for a video they search on YouTube before other channels. Desktop video views on Facebook grew 38.5% year on year to 491 million in September 2014. Views across Google’s sites were up 4.8% to 831 million.
Unlike Facebook, a user watching a YouTube clip is more likely to be consuming content with sound. But people are increasingly watching videos when they visit Facebook, which now averages 3 billion video views each day. YouTube is still dominant but Facebook reduces the dominance of YouTube.
Consumers watching video in the News Feed is a good indicator that it can serve those same users video ads down the line, particularly on mobile. That lets advertisers target their Facebook video ads very specifically to a potential audience’s age, gender, location and interests.
YouTube offers similar targeting categories, but they do not match Facebook’s specificity at scale. Some advertisers have compensated by contextually targeting their YouTube ads, aiming them at channel categories like fashion and do-it-yourself.
Facebook and YouTube each offer self-serve tools, but they work in different ways. Facebook self-serves tool offers a fixed cost per thousand impressions and estimated impressions per day. YouTube asks the brand to enter the maximum it would pay for a completed view. YouTube then estimates the average cost per view and how many views a day.
YouTube ads are sold as a package though, with other media such as in-stream video ads, display ads, or featured video listings whilst Facebook’s tool sells video ads through auctions. There is no too much difference in price between Facebook video ads and YouTube ads.
Autoplay vs. Skippable
Youtube ads are auto-play as well as Facebook video ads. With Facebook Video Ads viewers simply have to keep scrolling down whereas YouTube Ads have to be actively skipped or closed.
Facebook charges advertisers by the view and starts counting views after a video has played for three seconds. Facebook reports details like how many views lasted for 50%, 75% and 100% of the video, so that advertisers can calculate the effective cost of an autoplay ad.
Viewers can skip the YouTube ads after 5 seconds. If they do not skip the ad, the YouTube video view count will be incremented when the ad has been completely viewed or at the 30-second mark.