Is Facebook More Organic for Sharing Video Content?

I’m new to making videos and I’ve always operated with the notion of 1 view is greater than 0 views cause you never know who that one person is. But over the course of the last few months, I started to look at each of the social media platforms that I’ve been using and really examining the purpose and why they have their engagement functions.

Let’s start off with Instagram, probably the King in terms of sharing picture (they do have video sharing) content in a consistent delivery method. The two main features are 1. Likes and 2. Comments, there is no retweet or share to your own feed that allows for any type of reach through a follower. The only reason why likes are there is that the algorithm may pick up a number of likes and land you on the popular explore page or the page of a hashtag.

Out of, let’s say 100 likes, how many of those are organic though? And when I say organic, I mean that the user took the time and consumed whatever photo you posted and also the caption that was written. How many of those 100 likes actually went to your bio and clicked the link. In my anecdotal example, it’s actually very few. Also videos are limited to 60 seconds which forces most people to either be concise or only include a trailer to their video.

So the question then is, who and why are people using Instagram? The common denominator I keep coming back to is the selfie culture or ego culture. The majority of us are on Instagram for that reaffirmation that what we are putting out there in the world is good enough. We need that dopamine fix whenever our notifications go off when someone likes or comments on our content. We like for the sake of putting our name on other people’s screens so that in return, they can come back to view our content. Again, about ourselves and the growth of our followers.

Followers, similar to likes, how many of those are organic and not a business or a spam account? How many of those followers are truly interested in what you’re doing and not for their own self-interest of a follow back? You see, these are the tough questions I’m asking about Instagram because once you realise what is going on, you begin to feel that Instagram is less powerful than you originally thought. Yes, there are still influencers out there with 20k followings that are powerful, but on a small scale newcomer, Instagram may be the second from the bottom.

YouTube, the King in terms of video consumption, the second largest search engine in the world. Like Instagram, likes and comments are not filtered through the commenters or liker’s followers. Also, I think it’s less social than Instagram and way more consuming than sharing. But when it comes to sharing, YouTube requires several more clicks compared to their competitors such as Facebook.

In the current state of Youtube, you have several options:

  1. You copy the link from the browser and open up Facebook or Twitter and paste it.
  2. 2. You use YouTube’s function of sharing but it’ll require you to click to the point where a short link appears and then you’re back to step 1. or you have to log in to your social networks if you haven’t already done so on YouTube.

But why is YouTube King? For one, monetization, there is a small percentage of people making money off YouTube ads. For a starting brand though, monetization should be the least of your worries. From experience, a 40 view video may result in 5 cents versus a 5000 view video could be in the range of $5. You won’t even get a paycheck until you’ve reached an accumulated amount of $100.

So if the videos are the same and they provide the same type of message and influence, which is the best platform for reaching an organic audience if you’re just starting out. My argument is that it’s still Facebook.

Here is why:
1. Easier to hit one button to like, not just that, but the function of like is the most powerful. By clicking like, you are broadcasting to your friends and family what you just liked. In return, your friends or family could also like it and it ripples from there.

2. Easier to share but clicking the share now button it’s now on a person’s feed. Comments are more organic and there are fewer spam bots from my personal experience compared to Instagram or Youtube.

3. I have a higher view count compared to my YouTube videos but when you’re starting out, the exposure of who you are and what your content is about is greater than the long-term monetization or searchability of the video. I would even suggest that you do both platforms if you’re concerned with the long-term usefulness or monetization of your content. Upload both separately, that’s what I’ve been doing so that I can build both platforms. It is more work but it depends on your long term goals and not missing out on opportunities with audiences.

It’s hard to escape the quantifications of your content because those the most tangible elements to know if what you’re doing resonates with the audience.

But the one thing I’ve noticed recently is a number of people reach out in person and talking about my videos. They are the lurkers, the 1 >0 people who you’d never think watches. They have no social media presence but my content resonates with them. This brings me back to my point that quants are not always the more valuable measure of your success, the daily interactions and surprise connections are.

Know why you’re making content, the value of your content and the rest will follow.

Thanks for the read, much love.