No one can deny that YouTube is the 800lb gorilla of the online video industry. Owning almost one fifth of the video advertising market, it is an influential video platform, to say the least. But being successful by and in itself doesn’t mean that everybody will get an equal piece of the pie. When choosing a video hosting and publishing platform, one should consider strategic business goals, budget disposal, and carefully evaluate all the available options.
One of the best ways to promote your business in today’s market would certainly be through rich video content. A strong video inventory is becoming an essential marketing tool, as video encourages brand engagement and shareability.
With YouTube, video publishers have a good starting point to grow and bring a new audience of viewers, build video presence and get into the race of developing a video advertising market. But a good business opportunity for publishers should also allow for full access to their own ad inventory, and allow making monetization tweaks in whichever way they see fit – and that’s where YouTube falls short.
If you’re a start-up video publisher you should, of course, have a Youtube channel – but here are just a few reasons why you should think twice before publishing your videos on YouTube exclusively.
1. YouTube is just one publisher in an immense field of other options.
As a video publisher you should not solely rely on YouTube, since there are a lot of other players in town, some of them much more versatile or business oriented than Google’s own YouTube network (Brid.Tv anyone?).
Many publishers and webmasters choose to run a YouTube channel only for targeting, advertising and driving traffic to their own website or business, where they have completely different publishing partners, sometimes even more than one. This is because on their own website they determine the viewers’ experience and have more control over the video content they produce and ad revenue, in general. And this leads us to the fact that…
2. YouTube is a very closed system
As a publisher, what you lack most on YouTube is control and openness. This is true for one very simple reason, YouTube has one goal and you have another. YouTube’s goal is to draw in your customers and keep them there for as long as possible, and that’s not your goal of leading your customers to your own website where you can earn additional revenue. It can be so conflicting with your goals sometimes, like when YouTube randomly shows related videos which more often than not are some competitor’s video. All of this creates a big mess that you have little or no control over.
3. YouTube completely controls the monetization and economics of video content.
In the end, it is only about what is best for you. Coming up with a plan of publishing options which are best for your business, and measuring all the pros and cons of every existing video platform out there, surely isn’t easy. We’re biased, but we know that you have a great partner in Brid.tv that you’ll be hard pressed to find anywhere else. With all our bells and whistles, and all the freedom that you get right out of the box with less than a 1 minute sign-up process, we’re confident that we’re gonna rock the boat in the world of video publishing, as a great alternative to YouTube and other platforms.