YouTube has long been the undisputed leader in explainer video distribution, and there’s no doubt that it will continue to be so, but there’s a new player in town who’s quickly rising to the top of the rankings: Facebook. When it comes to video sharing, the social media behemoth is becoming a more popular destination, with more users uploading content directly to Facebook rather than sharing from YouTube. So, what is the driving force behind this dramatic shift?
If you spend any time on Facebook, you’ve probably noticed that explainer videos are automatically played. This is a relatively new feature on the social media site, but it’s one that you’ve probably noticed. As you scroll down the News Feed, you’ll notice that videos will automatically start playing without the user having to do anything. As a result, people are forced to watch at least the first few seconds of the video, regardless of whether they want to. However, sometimes that is all it takes for a viewer to decide whether or not to share the video with their social media following. Please keep in mind that videos shared via YouTube, as opposed to those shared directly on Facebook, do not have the auto-play feature.
Explainer videos on Facebook are given more prominence in the News Feed: When it comes to direct-to-Facebook videos, the world’s most popular social media platform will always put its own interests first, which is certainly true in this case. Explainer videos become larger and more noticeable as a user scrolls down the News Feed, thereby generating more interest in the video.
It’s simple and natural to share something on Facebook: Explainer videos are no exception to the rule on this social media platform, which practically wrote the book on how to share any type of content. The “Share” button, which is second only to the “Like” button in terms of popularity among users, is one of the most frequently used forms of interaction. Additionally, they can choose to only forward content to specific groups of people, such as friends, family, or coworkers. Another important factor contributing to Facebook’s popularity as a sharing destination is the ease with which information can be shared among others within a user’s social media network.
Shares on Facebook encourage discussion with your friends: When it comes down to it, there is one fundamental goal that users are attempting to achieve when they forward content, such as explainer videos: They want to start a conversation with their friends and followers and to encourage them to interact with one another. People are eager to express their opinions, which can result in spirited debates between them. Explainer videos are frequently shared on Facebook by those in professional circles with their colleagues and peers – sometimes to gain respect, and other times simply to provide useful information on a particular topic.
Share-seeking is ingrained in our human nature: some will call it altruism, others will call it narcissism, but one thing is certain: we enjoy sharing all types of content, with video being a particular favourite. Participating in a conversation and receiving feedback on the material that we post helps us to feel more connected to our community. When someone compliments us on our efforts to share valuable information, we get a warm and fuzzy feeling inside. This is true both personally and professionally.
The video platform category is dominated by YouTube, and it will continue to be so, but marketers must keep a close eye on how Facebook is climbing the ladder. In terms of video sharing, we are already seeing the impact of social media, and all indications point to Facebook becoming a serious contender for the top spot. As a result, we should recognise that this shift represents an emerging trend that should be embraced rather than fought or ignored.
