Should Radio Do Facebook Videos or YouTube Videos?

Brian Curee

Some people say video killed the radio star, but thanks to technological advancements, video could help radio stars reach new listeners beyond the galaxy. 👽 Ok, that may be stretching it some but according to HubSpot, in 2019, video was the #1 form of content used by content marketers, and for a good reason. With 73% of consumers looking for entertaining videos on content online, there’s no denying that video should be a top content strategy for your radio station. 

Video content has the power to move people. It engages them with your brand and makes them feel connected to your purpose or message. Through the power of video, advertisers can attract larger audiences and deliver products and services faster than ever before. Take the Ice Bucket Challenge for ALS that went viral a couple of years back. Within weeks of the challenge hitting Facebook, videos were tagged 2.4 million times and raised over $40 million for ALS. 

With so many ways video content can benefit your organization or business, the question is, what platform should you use, and how are they different? Today, let's look at YouTube and Facebook.

Why Choose YouTube Videos?

Historically, YouTube was the #1 choice for showcasing your videos. With billions of users accessing their platform, YouTube videos were the go-to choice for creators and influencers looking to make their mark. Today, YouTube is the second largest search engine, aside from Google, where people search the platform for how-to videos, news, tv shows, music videos, etc. 

For the most part, YouTube videos are considered evergreen, which is a smart move. With evergreen content, your information will always remain relevant or, at minimum, searchable for a long time. Therefore, SEO plays a vital role in ensuring your YouTube content gets seen on their platform. 

For radio stations, YouTube is ideal for creating video content that people can search and go deeper. When you think of YouTube videos, think about long-form video content. Maybe discipleship videos, topic devotions that go deep, or stories behind a song or artist interview. To help attract more content uploads, YouTube will reward users for obtaining longer watch times. For this reason, YouTube can retain more audiences—and for a longer period of time—because it has established itself as the go-to platform to seek out video content users. 

However, in 2014 there was a shift in power as Facebook page owners started uploading videos directly to their platform instead of YouTube. For the first time, users could now post and share content on a social media platform aside from YouTube. It’s probably one of the smartest moves that Mark Zuckerburg and his team made, as Facebook’s popularity as a video streaming platform continues to grow. 

This upward trend in Facebook video popularity has resulted in many marketers rethinking where they publish their content videos.

Why Choose Facebook Videos?

Suppose you’re an organization looking to add social media to your content strategy but haven’t built up a significant following yet. In that case, short-form Facebook videos may be the best platform to expand your audience and get more views. Just to clarity, we’re not referring to Facebook LIVE broadcast. We’re talking about pre-recorded Facebook videos. While YouTube rewards video creators for longer watch time, short-form videos offered on Facebook perform better. Most businesses turn to Facebook as their introductory platform to social media. You can use Facebook videos to encourage your current followers to spread the word about your station to a larger audience. 

Short-form Facebook videos allow you to bring live studio content such as artists’ drop-ins, thirty-second devotion from a DJ, a funny behind-the-scenes, a local event announcement, or get an encouraging message or challenge directly to your listeners. Remember that video content allows you to connect with your audiences as yourself. Think of a short-form video as a way for your station’s audience to meet your radio talent in person, virtually.

There are some excellent pros on both sides of the fence with no clear winner. Thanks to their slightly different designs, each platform offers unique features that set it apart from the others. Determining which platform you decide to host your live video content will depend on the current audience you’re trying to attract. 

The Killer Bee Marketing team can help you determine if your organization should be using Facebook videos or YouTube videos—or both—as part of your content strategy. We have the knowledge and experience to guide you towards the right option to showcase your brand and deliver your message to a larger audience. 

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