Tube TalkVideo Marketing

Why Do People Watch Videos On Facebook And YouTube feat. Tim Schmoyer – Tube Talk Ep. 127

By April 18, 2017 July 17th, 2017 No Comments

Facebook video now rivals YouTube for dominance in the online video space. Each has their strengths, but how do you know which to use to best reach your audience?

Today, Jeremy talks to Tim Schmoyer from Video Creators about which platforms work best and for what types of content. They examine the top 10 Facebook channels for video and break down what works and what doesn’t, as well as how to craft your videos to perform for each platform.

Enjoy, and please share if you find this episode valuable!


Transcript:

Jeremy  Vest: Hey everybody, this is Jeremy Vest from Vidpow.com. Today I have Tim Schmoyer.

Tim Schmoyer:  Hello. I’m here.

Jeremy  Vest: Wow, this is the most exciting intro we’ve every had on this show.

Tim Schmoyer:  I wasn’t sure if I was supposed to jump in at that point, or if you were going to keep talking, so I jumped in. And then I was like, “Shoot, maybe I shouldn’t have, I’m not sure.” So, sorry about that Tim.

Jeremy  Vest:  Today we’re going to be talking about why do people watch videos on Facebook and why do people watch videos on YouTube. We’re going to take the top ten channels from both platforms, for the month of July, and just talk philosophy today.

Tim Schmoyer, why do people watch videos on Facebook in general? What are the top ten types of channels. We don’t have to talk about specific channels. But what are the top ten channels, and why do you think people are actually watching this stuff on Facebook?

Tim Schmoyer: Well, I think, so when someone goes to Facebook, very rarely in my opinion, are they going just like, “You know what, I’m looking for a video recipe on how to make guacamole.” So they got to Facebook, right? No one thinks that. Like, if that’s what they’re thinking, they go to YouTube to search specific content.

But on Facebook, if you see a video, it’s kind of more like an accident, because it showed up in you’re newsfeed, and you’re kind of like scrolling through, like you weren’t thinking of like, I want a video that teaches me how to make guacamole. You’re just kind of scrolling through seeing what your friends are up to, what your friends dog did last night.

That kind of thing, and then you just happened upon this video. So it’s kind of like whenever you come across one on Facebook it’s not like you’re intentionally seeking it out. Most of the time, it just finds you. And so, the videos that tend to do a little bit better on Facebook would be ones more entertainment based, more news, like time sensitive news related type of content.

And, yeah, there’s a lot of cooking, like if you’re doing some of these places do really neat little cooking videos and things too. But that falls back again to entertainment more so than, “I really want to make guacamole.” Kind of thing. So, I think that works probably best on Facebook.

Jeremy  Vest: So basically videos on Facebook are like mystery meat. You don’t know what you’re gonna eat tonight, right?

Tim Schmoyer: That’s one way to put it, yeah.

Jeremy  Vest: You have no idea what’s about to happen, but you just know you’re hanging out on your newsfeed and you just happen upon something. And if a lot of this is around social proof as well because, your friends are who you’re seeing on your Facebook feed. So if Bob is awesome, and he shared a video, you are subconsciously more likely to watch and share that video yourself because you trust Bob.

Tim Schmoyer: Yeah.

Jeremy  Vest:  So social proof is very important on Facebook itself.

Tim Schmoyer: Or the brand just paid a lot of money to get it in front of you, too.

Jeremy  Vest:  Right.

Tim Schmoyer:  Yeah.

Jeremy  Vest: So, the big players, the big winners of Facebook video are always, I’m not gonna say cheesy news stories and news companies, but definitely not the NPR’s and the most prestigious news organizations in the country.

Tim Schmoyer: Yeah.

Jeremy  Vest: They’re usually very click baity, very sensational headlines …

Tim Schmoyer:  You’re not going to them to learn facts.

Jeremy  Vest: No.

Tim Schmoyer: You’re going to them to get entertained, and go like, “Oh that sounds interesting.” Type of thing. As opposed to-

Jeremy  Vest: Exactly.

Tim Schmoyer:  Yeah. So it’s definitely still falls under the entertainment news category.

Jeremy  Vest:  So we learned people do like, share, and comment on silly news stories. And we also learned that we must be extremely hungry, right? Because most of … about four of the top ten channels on Facebook are actually about the little 60 second, “How to make this nacho dip that you’re never gonna make in your life, but you’re gonna watch the Facebook video about.”

Tim Schmoyer: Yeah. When you say a Facebook channel, are we talking about channels that have a presence on YouTube, that are also doing Facebook? Or are we talking about specifically a Facebook page, and how the Facebook page is performing.

Jeremy  Vest: The top ten channels right now on Facebook also all have YouTube channels.

Tim Schmoyer: Okay. So, the videos we are talking about though are not the YouTube videos that were shared to Facebook, we’re talking about native video-

Jeremy  Vest: Right.

Tim Schmoyer:  Uploads to their Facebook page.

Jeremy  Vest:  Correct.

Tim Schmoyer:  Okay, yeah.

Jeremy  Vest:  So, let’s talk about this. So people are watching news, sensational news, they’re watching cooking, and obviously the random viral videos spread in here or there. But these companies that are producing this news, and these companies who are producing these food, are consistently in the top ten viewed channels on Facebook.

So there is an algorithm, there is a way to predict how much traffic, shares, likes, comments, and things you can get on these types of videos. So there is a philosophy and strategy here. But like Tim said, people aren’t searching for this, they just happen to open their feed and see something.

Tim Schmoyer: I think some of the allure of the food stuff, at least for the ones that pop up in my feed on Facebook is that it’s not just like, “Hey, I’m gonna teach you how to make a peanut butter and jelly sandwich.” But it’s more, “I’m gonna show you why the way you make a peanut butter and jelly sandwich for all your whole life is wrong and here’s a better way to do it.”

Jeremy  Vest: Right.

Tim Schmoyer: You know. So it’s kind of like not showing me how to … It’s not just about showing me how to make something, it’s like this epiphany, or this “ah-ha!” Moment like, “Oh yes, that’s a much better way to cut a watermelon. I had not thought of that.” Right? Or something along those lines.

So it’s something a little surprising, something unexpected, you know, that type of thing, that makes videos. Like, even your general principles for making a video shareable, and viral. So it’s not just the food. I think it’s the, “Ah, I think I understand something I didn’t understand before as a result of watching this.”

Jeremy  Vest: Yeah, like making a peanut butter sandwich cooler, and better, and funner, you know. So there’s all the elements of a YouTube or Facebook video seems similar in the fact that you have to give some type of value for someone watching it. I will say, our experience with our customers on Facebook is people do not watch very much, video. Like, you know, 20, 30 seconds, tops, compared to YouTube. So let’s look at that the top ten channels for July, for YouTube.

Tim Schmoyer:  Okay.

Jeremy  Vest: What are people watching in general?

Tim Schmoyer: It seems like it all kind of boils down to music videos and to kids toy stuff.

Jeremy  Vest:  Yeah. So out of the billions of views that happen on YouTube every month, a big chunk of those views, are people listening to music. I believe YouTube is still the largest online site in the world for music. Is that correct?

Tim Schmoyer: As far as I know, yeah.

Jeremy  Vest: So it’s pretty … A lot of people don’t know that. A lot of people don’t realize that it’s the place where people listen to music.

Tim Schmoyer: Yeah, more so than like Spotify-

Jeremy  Vest: Right.

Tim Schmoyer: And the other places.

Jeremy  Vest:  I think like all of them combined.

Tim Schmoyer: Yeah. That’s why Google is really making a move to focus more on YouTube Red, which includes YouTube music and all of these other music brands that they’re working on.

Jeremy  Vest: Exactly. And then the weird thing, that’s always been weird to me on YouTube, is billions of billions of views on weird toy unpackaging videos, and just kids watching weird toy videos. What is up with that?

Tim Schmoyer: I think it’s … okay, so I don’t know if this is true, I’m just making this up, but as a parent of six little kids, this is what I think is happening. And this could just be me, so no judging please. I think that there’s a lot of parents who’re like, “I need my kids out of my hair for just an hour, coz I gotta get this done. So here’s the Ipad, here’s the YouTube kids app, I’m just gonna assume and trust that YouTube is filtering out all the bad stuff on that app, so I feel safe as parent just letting them go crazy in that app.”

So gets started, and what do kids like to watch? They like to watch toys. They like to live vicariously through people who are having experiences that they would like to have but can’t have, just like adults do with reality TV. Right? So, it’s the same principle, just with toys instead. And they just sit there and watch the toys. And the parent gets what they want, and the kids, kind of, get what they want.

Jeremy  Vest: So, we are using iPads as babysitters-

Tim Schmoyer:  Medication, yeah.

Jeremy  Vest:  And, by the way, 422 million views on Justin Bieber last month. Come on the world, we can’t do better than that?

Tim Schmoyer: Well, you know, music videos … those are views, those aren’t unique viewers.

Jeremy  Vest: Right.

Tim Schmoyer: And things like music have, music videos have a really high replay value. Like you’ll make a music playlist, and just click play, and let it play in the background, you know.

Jeremy  Vest: Right.

Tim Schmoyer: So it’s that. It’s like we’re talking overall page impressions if we’re gonna use website lingo type thing.

Jeremy  Vest: So I wanted to have this discussion about what the top ten channels are on YouTube and Facebook so that we could then segue this conversation into, what does that mean for us, you know. Can we learn from this as business owners. And I don’t know if we can really learn from this but I will say-

Tim Schmoyer: I think it’s clear. You have to make music videos with toys.

Jeremy  Vest: Exactly.

Tim Schmoyer:  And put some food in it. That’s all you gotta do.

Jeremy  Vest: Yeah. That’s the combo power. Now one of our listeners are gonna go make a music, food, toy channel.

Tim Schmoyer: Yeah. They’ll hit … Yeah. Jeeze.

Jeremy  Vest: And the toys are making the food.

Tim Schmoyer:  Now you’re starting to sound a little creepy.

Jeremy  Vest:  All right, all right. All right. So, it’s always good to know where the biggest viewership comes from so that we can then try to learn from this. I am not suggesting that if you don’t have anything to do with food, that you just go start making food or music, right? But I am saying, how do you capture your passions, the passions for your audience?

So people like food, people like music. Kids like toys. It’s pretty simple. But, instead of talking about your new project, or your new product, or your new service, is there a way to capture that passion that people like about your industry?

You know Red Bull sells energy drinks but their branding is all about action sports. And they’re one of the most successful branded channels in the world. So, Tim what do you think about that? How do we learn from what people are watching to help us create content that people would actually want to watch, and care about, and are passionate about?

Tim Schmoyer:  Yeah, when I look at these channels, I guess the question going through my mind, is what are they doing well here? Like, what are they doing that’s causing people to want to watch so much of this content, and spend so much time on this music video?

So for example, a music video. Music videos have a high replay value, okay? Well that’s a good principle. Is there something about my content that I could do that would give it a higher replay value? Well maybe not. If you have like entertainment based content, maybe there’s some things you could do. If it’s more educational based content, you know, maybe it’s not gonna be … like once they get the knowledge and information from you that they want, then there’s no reason for them to watch it again. And then, you know, It might not apply.

But you still look at some of these others ones. You know, all right so the replay value, maybe that principle does or doesn’t apply. What else do we see here? Well okay, we see that these are, this is reaching a broad audience. Okay, so, how broad or narrow is my audience? Is it appropriate to broaden it? Sometimes it’s not. You know, that’s another thing to consider, like the amount, you’re total market … what’s the word for it again? Not market share, that’s how much you give the market. But, you know, the market potential.

Jeremy  Vest: Right.

Tim Schmoyer: And another principles, okay so what are the thumbnails looking like? Okay, so looks like all of these kids channels have really bright colors, and they have recognizable characters, and the image really pops. And it doesn’t really look like the title matters that much, because these kids can’t read anyway, so. Like thumbnails apparently are very, very important.

So, okay, that’s a good principle to learn. It’s not just with music and toys videos, I do this whenever I watch videos in general, I have different Chrome extensions that I have on the side that will reveal different things about how the videos performing under the hood, and things like that. That will give me some insights into, “What is this channel doing? Oh, it looks like this video went big on this sub-Reddit.” Like, okay, let me go check out this sub-Reddit. Oh, this is one that my audience would potentially be in as well. Maybe I should make a … See if I can reach out, build a relationship with the moderator, or start posting in the sub-Reddit or something like that. Or this Facebook page actually looks like … with millions of likes on this Facebook page, that’s where most of the traffic came from.

So using these extensions, doing some research into the videos I’m watching, looking at the tags, just kind of learning, “Okay what are they doing that’s working well for them, and how are they hooking the viewer, what are the titles look like, the first 15 seconds of the video, how are they hooking the viewers who want to keep watching.”

And just trying to like reverse engineer what these successful channels are doing. So that’s what I do, and just try to come up with those basic principles, so then take the ones that may apply to you like, replay value, and then the ones that may not apply to you like, how good the titles are. You know, things like that, and what you can learn from them, so.

Jeremy  Vest: And this is really where I wanted to get to in this conversation, is you just got under the hood. Unfiltered Tim Schmoyer’s brain thoughts on all this stuff right? So this is how Tim and I and how a lot of the people in the industry think. We try to learn from success, from others, understand why people would actually watch, share, comment, like, a video. And then learn from that based on your audience, your business, your goals. And you know, breaking down the success is extremely important.

As someone who does for a living I always know what the top 100 YouTube channels, and Facebook, and Instagram channels are. And kind of have always known, even when there wasn’t great rankings, just understanding the marketplace. And I think that’s helped me become a better marketer in general, you know.

Not just for video but you know, I’ve always known what the top ten or 20 search engines or SEO companies were within the industry I was working at, you know. Just understanding your market is gonna help you learn, the best you possibly can, you know. Because there’s a lot of companies doing the type of stuff you’re probably doing, and you need to learn from them. Tim Schmoyer, where can people find you?

Tim Schmoyer: Yeah, you can find me at YouTube.com/videocreators, which is where I’m publishing videos every week to help people grow their audiences on YouTube, I changed careers to do that. And @TimSchmoyer on Twitter, either one of those places would be great.

Jeremy  Vest: And you can find me at Jeremy@vidpow.com, until next week, keep Talking Tube.