AMSTERDAM – In this video interview at the IBC show in Amsterdam, Brightcove VP of Digital Media Solutions, Chris Johnston, tells Beet.TV that while it’s important "to be in the places that your audience is interested in finding you," Facebook is a much more effective platform than Twitter for online video publishers when it comes to driving views. This is especially true for brands that have a good presence on Facebook and an engaged audience. The main reason for this is that Facebook offers a "built-in" video viewing experience, which is harder to come by on Twitter. The Brightcove player, for instance, is white-listed and allows publishers to have videos play automatically from their Facebook pages. Johnston explains, "you get the actual player instead of a link to the player and you can actually run your own advertising in there, which is something that’s very powerful if you’re a media company." Additionally, when fans share a brand's video on Facebook the actual Brightcove video player is embedded directly in that fan’s newsfeed—not a link. This makes for a much more engaging and viral viewing experience. Johnston explains that "the Twitter story is a little bit different." He points out that although Twitter does offer a built-in experience on an individually negotiated contract basis, typically people share videos on Twitter as links, which takes viewers to the video player on a separate page, "which is a fine experience," says Johnston, "but not the built-in experience." Megan O’Neill
