Video Hosting for Business: How to Determine the Best Option

 

If YouTube has been your only video hosting platform, maybe it's time to consider some other options. Here's why...

Research has shown that embedding a YouTube video on your website can potentially damage your branding and credibility.

Here’s an article that details the study: YouTube Embed Credibility Article

Here are the main points of the article:

-They created two mock websites: one with a YouTube embed and one with Vimeo
-Then posed the question in survey monkey: “Which version of the website makes the company seem more credible?”
-Out of 57 responses, 39 chose Vimeo vs 18 for YouTube
-20 respondents actually confirmed that the appearance of YouTube hurt the credibility of the business

In this blog post, I’m going to review the top three video hosting platforms and help you determine the best option for your business.

Here's a video that summarizes everything (notice the Vimeo embed). I suggest reading the post and watching the video as the content is a little different.

Ok, let’s get to the reviews...

YouTube - (Free)

Let’s start with the 2nd largest search engine in the world.

Because of that reason alone, I think you should be there. It also lends itself well to advertising (it’s owned by Google).

But as you read earlier, it has it’s pitfalls when embedding.

Vimeo - ($200 per year)

Vimeo has traditionally been the best for creatives. There are no ads and the video player is customizable.

As a business, you are required to get the Vimeo PRO package at $200 per year. The basic and plus options don’t allow “commercial content” unless you are a video production company. Guess they still favor creatives a bit :)

Wistia - ($300 - $1200 per year)

Wistia was developed with businesses in mind. They’re not worried about driving viewer traffic to the their site (unlike YouTube and Vimeo).

This platform is best for content marketers or businesses with a more in-depth video marketing strategy. They make it easy to customize the video player and orchestrate the viewer’s engagement (email subscribe button, share buttons, links).

So, what should you do?

I suggest using two video hosting options:

1. YouTube for search engine visibility and advertising.
2. Vimeo or Wistia for your website embeds.

If you have a video marketing strategy (meaning you consistently produce video content to achieve your marketing goals), give Wistia a try.

If you just want a clean professional video player for your site, Vimeo may be the best option.

What has worked for you? I want to make this a conversation and look forward to hearing your thoughts in the comments below.

 

Lance Miller

Level Set Films, San Francisco Bay Area

Lance Miller is a filmmaker and owner of Level Set Films, a video production company in the San Francisco Bay Area. He also teaches what he's learned about business on his site Freedom Everything.