Youtube vs Vimeo: explained
By 2019 video content is predicted to command 80% of all web traffic, leading marketeers to compare, Youtube vs Vimeo? So if you haven’t already, now is the time to consider how video fits into your marketing strategy. In comparison between Youtube and the smaller, more niche platform of Vimeo, we have put together some stats and opinions to consider when deciding on which platform you should go for for your business or personal use.
Youtube no doubt has a much, much broader usage. With 1.57 billion active users and 5 billion videos watched per day, Youtube certainly has a huge audience and a higher conversion potential for businesses on a whole, but this is not to say that this mass market of users is going to be beneficial for your company or target audience.
Vimeo has a more professional and specialised audience meaning the views you gain from Vimeo may be more beneficial to a business. It might be worth noting that only 20% of Youtube’s users come from the US, whereas Vimeo has a US user population of 60%. The US can be a huge market to tap into and if this would benefit your business plan, Vimeo may be worth considering on these grounds. Furthermore, Vimeo has a smaller community which could potentially mean a more active audience, leading to a higher positivity rating on your videos and avoiding your videos being lost in billions of other videos that have been uploaded. A more active audience = stronger relationships!
Both Vimeo and Youtube offer an analytics service. Youtube is free whereas Vimeo comes at a cost. Whilst you may think that with Youtube’s service being free is better, does it make it a more cost effective facility? Not necessarily: some users feel that Youtube’s analytics system is a little basic, and Vimeo’s system seems far superior. For example, while a lot of the data collected is very much the same Vimeo seems to go that little further, for example allowing access to how people are engaging with your videos, whether they’re dropping off half way through, what parts they enjoyed the most and what parts they may have skipped over. This is a much more technical way to adapt future content to enhance engagement with future posts. That being said the bottom line is… Youtube is free!
Content and demographic
Now for what matters most for both the audience and us as producers; the content. With Youtube vs Vimeo the two video platforms vary massively when it comes to what content can be found on their site. Youtube has been heavily saturated with start-up, solo producers who essentially make videos purely for their niche, targeted audience. This has meant the site tends to host videos of a lower production value in comparison to Vimeo which is heavily saturated by businesses and professional video producers meaning the standard of video tends to be higher and of a higher production value. However, Youtube has progressed over the past few years as Youtubers such as Joe Sugg and Casper Lee have since gone on to make movies due to their popularity established on the site. These movies were of hollywood standard and took a wide production team to make, subverting the norm found on Youtube.
The demographic of Vimeo differs from Youtube as the site’s content ranges between documentaries, animation videos and promotional videos whereas Youtube’s content is more suited to a younger demographic due to numerous vlogs, lifestyle videos and podcasts.
The difference in content suits both of the target audiences as someone more in the know about video will potentially spend more time on Vimeo due to the community feel of professional producers whereas an audience member looking to have a binge on the new form of mainstream TV might potentially spend their free time on Youtube.
Now for what the video industry thinks of both platforms. Due to Youtube’s famous stars and large audience it is frowned upon by the TV industry as there has been an influx of viewers choosing Youtube over TV. In 2015, 18-49 year-olds spent 4% less time watching TV while time on YouTube went up 74%, because of this it is expected that by 2025, half of viewers under 32 will not subscribe to a pay-TV service. Youtube has become the new form of TV meaning only the negatives surrounding Youtube tend to be covered on the News and it is not as loved by the older demographic. On the other hand, Vimeo is heavily supported by the more established forms of media such as TV and film due to its more professional community and higher production value allowing the industries to form a relationship and potential crossovers. However, the music industry tends to opt for Youtube as it is the number of streams and sales which fuels the artist’s career so it would counter productive to ignore the sheer number of users Youtube brings in daily. As of June 2018, these will all accumulate to the Official Music Chart’s metrics.
Result: Youtube for binge, Vimeo for business
Overall, when it comes to Youtube vs Vimeo, Youtube dominates the world of video in both its content and deliverance being suited to its viewer. It knows it’s target audience extremely well and does everything it can to cater to their needs. However, the content may not be what you’re looking for and this is where Vimeo comes in and holds its own. Vimeo caters to its audience with its higher quality of content and small knit positive community, giving feedback to producers.
Furthermore, the sheer popularity of Youtube and ease of access due to its connections with sites such as Google means it is the average viewers go to video Platform.
All the best from us here at YouNeek Productions, make sure to check us out regularly to see our latest work or stay with our blogs.
Check out our last blog on the Social Video on Youtube here.
By Joe Hassett & Phoebe Little.