In case you missed it, the Super Bowl was, ahem, pretty big this year. Arguably bigger? The commercials. Love or hate football, this prime-time TV real estate often boasts some of the best and funniest ads of the year.
And if you’d like, you can easily catch all the ads on YouTube, taking the time to re-watch your favorites, or see the ones you missed while grabbing extra chip dip in the kitchen.
But here’s the exciting part (and the part your business may want to pay attention to): while YouTube absolutely smashed Facebook on overall commercial views, Facebook cleaned YouTube’s clock on overall shares.
FIVE TIMES as many shares, in fact.
As of the Monday after the Super Bowl, YouTube amassed a total of 234 million views on Super Bowl ads. Facebook couldn’t keep up with that number, mostly because not all the videos were uploaded directly to Facebook, and also because Facebook’s search still isn’t nearly as robust as YouTube’s (and people rarely go to Facebook to specifically search for video…at least, not yet).
When it came to overall shares of videos, however, Facebook accounted for nearly 70% of all shares for Super Bowl ads this year, even without many of the commercials being “native” (or uploaded directly) to the platform.
So what does this mean for your business?
- Video content is still king, and we know from our own client analytics that video always performs well with audiences, usually far outpacing photos.
- Facebook is placing higher and higher importance on native video on the platform. It’s great to host a video on YouTube (and you should continue to do so, since this plays well with SEO), but we already know the Facebook algorithm doesn’t play as nicely with outside links as well as it does to content posted directly to the platform.
- Views are nice, shares are great, and the further your video content spreads, the better.
- Video doesn’t have to be crazy high production to resonate with your audience. Most newer cell phones have fantastic cameras, so if you have 90 seconds and an iPhone, you can start connecting with your audience regularly with video.
The biggest lesson? Having a diverse distribution plan for your content is key to taking full advantage to how your audience finds you and interacts with you. Facebook is great, but it’s not the sole answer to an overall content strategy. Having multiple channels, and knowing how to leverage each one will contribute to your brand message and business goals.