The con­tin­ued growth of social media has mar­keters con­tin­u­ally ask­ing … How can I make my social mar­ket­ing drive bet­ter results? One solu­tion may lie within dig­i­tal video con­tent. Online video has already made strides in terms of mobile and social growth and will prove to con­tinue to be a valu­able piece of con­tent for any social channel.

COMMENTS, LIKES, AND SHARES OH MY – VIDEO ENGAGEMENT IS SURGING

SoMoVid – Social, Mobile, and Video – are a nat­ural fit in the dig­i­tal mar­ket­ing ecosys­tem. Our U.S. Dig­i­tal Video Bench­mark Report unveiled some inter­est­ing trends on how video is being con­sumed on social chan­nels. In terms of daily aver­age engage­ment (defined as likes, shares and com­ments) video con­tent cur­rently pro­vides twice that of non-video con­tent. Over the last year, video engage­ment jumped from a 42% share to a 70% share, show­ing that Face­book users are reward­ing com­pa­nies that have invested in video content.

Viral reach, defined as the num­ber of unique peo­ple who saw a post from a story pub­lished by a friend, of video con­tent out­paces other types of con­tent. In Q1 2012, 55% of the viral reach share belonged to video con­tent and by Q4 2012 that num­ber had grown to 77%. This shows that more engag­ing video con­tent has a bet­ter chance of going viral on social media and beyond. The result of viral media should pro­duce a return on invest­ment (ROI) of higher qual­ity con­tent to an increas­ingly engaged audience.

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 SO MUCH COMES FROM SO LITTLE

With these great stats on video, what would you expect to be the share of over­all posts for video vs. non-video con­tent? 50%? 75%? The actual num­ber is 23% of posts con­tained video con­tent. 23% of the con­tent is pro­duc­ing 66% of the daily social engage­ment and 74% of the viral reach share.

Mar­keters need to cre­ate more video con­tent and post it to Face­book – it’s that sim­ple. With each Face­book inter­face and algo­rithm update, video con­tent will become increas­ingly valu­able around how con­tent is shared. Also, with mobile video view­ing eclips­ing 10% in 2012, there lies an oppor­tu­nity to mesh mobile and social strate­gies to engage a user to like, share, or com­ment on a sports high­light, TV episode, or other form of video they are cur­rently watching.

DON’T FORGET ABOUT TWITTER

Twit­ter is also a good medium for video. With other con­tent types, Twit­ter refers around 5% of social traf­fic. With video con­tent, Twit­ter refers over 16% of social traf­fic.  That means Twit­ter is three times more likely to refer to a video than other types of con­tent. This find­ing could be dri­ven by the fast-paced nature of the feed, or mar­keters might be using Twit­ter as a test­ing ground for video con­tent prior to releas­ing on Facebook.

ALL ABOARD THE VIDEO BANDWAGON

Mar­keters should take note of the growth of video within social and mobile chan­nels and look for ways to invest fur­ther in video con­tent, and cre­ate an engag­ing expe­ri­ence for users on mobile devices. The ROI of social mar­ket­ing is on the rise and our data shows that mar­keters pro­duc­ing video con­tent will cer­tainly lead to bet­ter results than non-video content.

We all know a pic­ture is worth a thou­sand words, which is one rea­son why the Oreo tweet dur­ing the Super Bowl power out­age received so much pub­lic­ity. Take a moment to think about if Oreo could have tweeted a video. Would it have been worth 10,000 words? Are you more likely to engage with a video? What is hold­ing mar­keters back from pro­duc­ing more video, pro­duc­tion, resources?

Check out the video info­graphic on this and other video data here and read the full report here. Fol­low me on Twit­ter @joedmarti for fur­ther insights into the media and enter­tain­ment industry.

Also, check out a blog by @tamarag dis­cussing dig­i­tal video con­sump­tion across devices.

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