Thursday, September 28th, 2017 | 3 min read
Before YouTube (yes, there was a time before YouTube), there was Vimeo. And although YouTube is now the world’s leading online video sharing site, Vimeo is still well worth marketers’ and advertisers’ time and attention
Founded in November 2004 (three months before YouTube), Vimeo was the first online HD video sharing site of its kind. Since then, it has grown in popularity thanks to its creative and professional community, range of membership plans, and focus on hosting high-quality videos.
How Many People Use It?
170 million viewers worldwide.
42 million viewers in the United States.
25 million members worldwide.
715 million monthly views.
How Do People Use It And Why?
Because Vimeo has stricter guidelines for the type of videos that can be uploaded to the site, it attracts a smaller, more niche following than YouTube.
Vimeo is also unique in that it only allows individual users to upload videos they’ve created themselves. Through its guidelines, the platform ensures that inappropriate or hateful content doesn’t appear on the site – a key factor that has elevated Vimeo as a destination for more thoughtful, artistically ambitious content.
What’s more, Vimeo allows users to receive constructive criticism on the videos they upload, a boon for aspiring filmmakers seeking to improve their skills.
One of the most notable features for individual users is Video On Demand, which charges viewers to access certain videos, thus allowing creators to make money off of their work.
Unlike YouTube, which has traditionally allowed content creators to earn a modest amount through ad monetization, Vimeo offers a more direct model that incentivizes users to provide content that viewers are willing to pay for.
How do Brands Use It?
The Vimeo membership option aimed at brands – Vimeo Business ($599/year) – offers no weekly storage limits, which permits companies to upload as often they want. Vimeo Business (along with Vimeo PRO, a cheaper option aimed at individuals) allows users to add their logo to the video player and use third parties to display their work.
Large brands have taken advantage of the platform, using it to display content that’s more artistically ambitious than typical advertisements.
In this video, for example, Sprint teamed up with creator Mac Premo to create a short about Chicago-based photographer Paul Octavious. The minute-long spot displays the Sprint logo and features many images of Octavious using his phone, yet doesn’t come across as a conventional ad.
For more ambitious content creators, Vimeo has become a go-to option to present work in a professional manner (and avoid the relative chaos of YouTube).
For brands, there’s an opportunity to leverage Vimeo’s unique audience by hosting video content that is more creative than average advertisements, and will appeal to the Vimeo community. The site may not have the name recognition of YouTube, but with over 700 million views per month, it has clearly carved out a strong position and is set to stay relevant for a long time.
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