Video is becoming an increasingly important component of inbound marketing. In fact,
the Weidert Group estimated that by mid-2017, video will account for close to 70 percent
of all consumer internet traffic. That’s a pretty significant jump from 53 percent in 2013.
The group estimated that by the end of 2018, video content will be published at a rate of
nearly 1 million minutes of content every second.
The bottom line is that now is the time to start leveraging the potential of video SEO
marketing. Doing so means getting smart about how you choose to publish your video
content. There are two major platforms out there for publishing video content: Wistia and
YouTube. You’ve probably heard of YouTube, but Wistia is relatively new, and it’s just
starting to gain traction in the online marketing community. Here, we’ll take a look at
everything you need to know about YouTube vs. Wistia video promotion.
YouTube Video Promotion
YouTube is an unrivaled giant when it comes to video content. YouTube is the second-
largest search engine in the world. Therefore, it gets a considerable amount of traffic. For
example, close to two-thirds of B2B marketers use YouTube as their platform of choice
for video marketing. There are even specialized YouTube video marketing agencies out
there. And there are undoubtedly advantages when it comes to YouTube video
promotion. It should be noted that there are indications that YouTube video content
receives preferential treatment when it comes to Google SERP rankings (although
Google has never officially admitted to this and likely never will).
Wistia Video Promotion
Wistia video promotion is great for SEO. The site gives users the ability to create a video
sitemap, which helps search engines crawl and index content more effectively. This
translates into higher rankings and more links. Wistia also makes it pretty hassle-free to
create schema markup, including thumbnail images, titles, video durations, video
descriptions, etc. All you’ll need to do is fill out a quick form that describes the content to
Google. Furthermore, many users report that Wistia offers better mobile compression
than YouTube — a clear advantage when it comes to engaging with mobile users and a
factor when it comes to SERP rankings.
Wistia also boasts superior lead capabilities when compared to YouTube. This is
primarily because Wistia allows content to be gated with a CTA form, providing far
superior metrics pertaining to who is consuming your video content and when they are
doing so. This is particularly valuable for B2B. When you sign up for a paid account, you
can even see a comprehensive history of your leads to gauge what they’re interested in
and how often they are consuming your content.
So, Which Platform Is Better?
When trying to decide between YouTube and Wistia video promotion, each platform has
a lot to offer. As any YouTube video marketing agency will tell you, YouTube arguably
has an advantage because it is well-known with users and may very well receive
favorable treatment when Google ranks video content. With that being said, Wistia boasts
far superior SEO and lead generation capabilities. Of course, the platform you end up
choosing will ultimately depend on your individual needs and preferences — and there is
no reason that you can’t use both platforms!