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 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.
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?
About Adobe Digital Insights
Adobe Digital Insights publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data from more than 5,000 companies worldwide that use the Adobe Digital Marketing Cloud to obtain real-time data and analysis of activity on websites, social media, and advertising.
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