The video marketing landscape is heating up as businesses start to realize just how powerful video can be for engaging and converting customers online. Currently YouTube and Vimeo are the two most widely used video media platforms for hosting and delivering video, but as we enter the next frontier of content marketing change seems to be on the horizon.

This article will examine the advantages and disadvantages of YouTube and Vimeo for business and discuss why a third alternative may be more suitable for businesses looking to lead with video.

Advantages of YouTube

• Easy to use video hosting and delivery
• No hosting or usage fees included
• Great platform for discovery and SEO
• Powerful recommendations algorithm
• Embeddable player allows for use on your website

Disadvantages of YouTube

• Limited visibility into viewing data
• No visibility into viewers identity
• No user management capabilities
• No control over user experience
• YouTube inserts ads with limited censorship
• No call to action features
• Liabilities of using a third party video platform
• No custom web channel or app options

Advantages of Vimeo

• Easy to use video hosting and delivery
• Scalable pricing tiers starting with an entry level option
• No ads interrupting the viewing experience
• Monetization and privacy options
• Embeddable player allows for friendly use on your website

Disadvantages of Vimeo

• Limited viewing data and engagement metrics
• No visibility into user identities
• No user management capabilities
• Limited call to action options
• No custom web channel or app options

An alternative video media platform for business

As online video software has advanced over the years new video media platform vendors have appeared on the market that provide more tailored solutions for business. This is where vendors like SHIFT72 come into the picture.

We help businesses create more sales ready opportunities with their own feature rich video media platform - one that comes with their own ‘Netflix style’ branded channel! We go above and beyond what YouTube and Vimeo provide by also offering:

• A custom video channel and apps for your brand (as mentioned)
• Embeddable player tools for website use
• Full access to viewing data
• Full control over video metadata
• Email capture tools
• Advanced user management capabilities
• Marketing platform integrations (with the likes of MailChimp and Google Analytics)
• Video recommendation engine
• Mid-roll call to actions
• End-of-play call to actions
• Live streaming

The YouTube and SHIFT72 synergy

There is no denying that YouTube’s recommendation engine is a powerful tool for brand discovery and SEO. Because of this it can be used as an effective entry point to a businesses content marketing ecosystem. What is missing however, is a way of capturing each leads information and running data driven marketing campaigns that drive leads towards a purchase.

This is where SHIFT72’s video media platform becomes a valuable part of any business’s content marketing ecosystem. ‘Teaser’ videos can be uploaded to YouTube that drive viewers to your branded video channel, powered by SHIFT72. Here, viewers sign up to your channel to watch content. Next, you are able to:

• Track user engagement and viewing analytics
• Insert in-play and end-of-play call to actions
• Trigger actions based on engagement
• Run automated comms using email marketing
• Control every aspect of the user experience
• Manage user relationships
• Track video marketing ROI

All of these actions are designed to help businesses create better marketing pipelines for creating sales ready opportunities

Ready to revolutionise your content marketing strategy?
‍Book a demo with SHIFT72 today and unlock the full potential of your video content.