SPOTLIGHT ON SOCIAL VIDEO: MARCH 2013
ABOUT THE SOCIAL VIDEO CHART •
Ebuzzing Social scans social platforms to retrieve monthly metrics about videos published by brands
•
We produce this insight within 5 countries based on a proprietary algorithm, which includes the number of views, interactions on Facebook mentions on Twitter, and backlinks
•
We extract from this database general information to give a view of the publishing activity by brand and sector
•
In March 2013, this represents 7,431 videos and 558 brands for the UK, with videos of 1+ views analysed
SECTOR ANALYSIS
TECHNOLOGY RETURNS TO THE TOP, PUBLISHING 27% OF THE TOTAL VIDEOS Share of Number of Videos Published 3.1%
2.6%
Technology
3.5%
Entertainment
3.8% 27.5%
4.9%
Sport Automotive Games
6.0%
Media Health and Beauty
6.2%
Beverages Fashion 12.6%
6.9%
Travel Internet
7.9%
9.3%
Retail
Source: Ebuzzing Social Video Chart, March 2013
BEVERAGES HAD 17% OF THE TOTAL SHARE OF VIDEO VIEWS Share of Video Views 2.3%
2.2%
2.4%
6.0%
Beverages
17.3%
Technology
3%
Media Automotive
5.1%
Games 6.3%
15.1%
Internet Entertainment Sport
7.4%
Telecommunications Food 14.9%
9.2%
Health and Beauty Fashion
12.3%
Other
Source: Ebuzzing Social Video Chart, March 2013
31% OF FACEBOOK INTERACTIONS WERE FROM BEVERAGE BRANDS Share of Facebook Interactions 35.0% 31.0% 30.0% 25.0% 20.0%
17.0%
15.0% 10.6% 10.5% 10.0%
8.3% 5.4%
5.0%
4.8%
4.0% 2.3%
2.1%
1.3%
1.2%
0.7%
0.4%
0.1%
0.0%
Source: Ebuzzing Social Video Chart, March 2013
THE AVERAGE INTERACTION RATE WAS 3.6% ACROSS ALL SECTORS Facebook Interaction Rate
14.0% 12% 12.0% 10.0% 8.5% 8.0%
7.4% 6.2%
6.0% 4.0% 2.0%
5.6% 3.9% 3.8% 3.6% 3.6% 3.6%
3.3% 3.1% 3% 2.2% 2% 1.9%
1.5% 1.2%
1%
1%
0.5% 0.2%
0.0%
Source: Ebuzzing Social Video Chart, March 2013
THE AVERAGE LENGTH OF VIDEOS PUBLISHED WAS 3 MINUTES Average Video Length (seconds)
1,400 1,200
1,195
1,000 800 600 400 258 240 200
209 201 190 186 179 160 157 132 132 126 123 122 100
92
91
89
85
69
47
0
Source: Ebuzzing Social Video Chart, March 2013
BRAND ANALYSIS
2.5% OF THE TOTAL VIDEOS PUBLISHED WERE FROM GOOGLE Share of Number of Videos Published (%) Google
2.5%
ATP World Tour
2.4%
Dreamworks
2.2%
Blackberry
2.0%
Hewlett-Packard
1.9%
Samsung
1.9% 1.8%
Siemans Intel
1.7%
Sony
1.7%
IBM
1.7%
Ubisoft
1.7%
Microsoft 0.0%
1.4% 0.5%
1.0%
1.5%
2.0%
2.5%
3.0%
Source: Ebuzzing Social Video Chart, March 2013
PEPSI TOPS THE CHARTS FOR BRANDED VIDEO VIEWS Share of Total Views (%) Pepsi
12.0%
Time Warner
11.2% 5.1%
Samsung Google
5.0%
Motorola
4.0% 3.9%
Kia National Geographic
3.1%
Three
2.8%
Adidas
2.8%
Sony
2.3%
Dreamworks EA
0.0%
2.2% 2.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
Source: Ebuzzing Social Video Chart, March 2013
PEPSI HAVE 24% SHARE OF TOTAL FACEBOOK INTERACTIONS Share of Facebook Interactions 25.0%
23.6%
20.0% 15.2% 15.0% 10.5% 10.0%
5.0%
4.3%
4.1%
3.5% 1.8%
1.7%
1.4%
1.3%
1.3%
1.2%
0.0%
Source: Ebuzzing Social Video Chart, March 2013
AVON LEADS FACEBOOK INTERACTION RATE Facebook Interaction Rate (%) 30.0% 25.8% 25.0%
20.0% 16.1% 15.0%
13.4%
13.1%
13.1% 11.2%
10.0%
8.8%
7.8%
7.3%
6.2%
6.1%
5.6%
5.0%
0.0%
Source: Ebuzzing Social Video Chart, March 2013
WITH OVER 32 MILLION VIEWS, PEPSI'S 'PEPSI MAX & JEFF GORDON PRESENT: TEST DRIVE' WAS THE LEADING BRANDED VIDEO RANK
BRAND
SECTOR TITLE
VIEWS
1
Pepsi
beverages
Pepsi MAX & Jeff Gordon Present: Test Drive
32 024 727
2
Time Warner
media
The Hangover Part III - Official Teaser Trailer [HD]
27 605 157
3
Kia
automotive
[KIA] ALL NEW CERATO (FORTE) DIGITAL CROQUIS ART
7 442 673
4
Samsung
technology
Introducing Samsung GALAXY S 4
6 829 584
5
Motorola
technology
DROID RAZR MAXX HD by Motorola: Do More
6 694 855
6
Three
telecommunicat ions
Three - The Pony
5 988 604
7
National Geographic
media
I Didnt Know That - Concrete Tent
4 890 595
8
Zoosk
internet
Hot Date
4 824 618
9
Motorola
technology
DROID RAZR MAXX HD by Motorola: 32 Hours of Performance
4 020 472
10
internet
Chrome: For Mom (Mom!)
3 719 933
Source: Ebuzzing Social Video Chart, March 2013
APPENDIX § Share of views = Total views by sector or brand/Total views § Share of Facebook interactions = Interactions on Facebook for a sector or brand/Total interactions on Facebook § Interaction rate = Interactions on Facebook/Number of views
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