Social Video Chart September 2012
About the Social Video Chart •
Ebuzzing scans social platforms each month to retrieve metrics about videos published by brands.
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We produce this chart in EU5 (UK, France, Germany, Spain and Italy) as a video ranking based on a proprietary algorithm, incorporating numerous parameters including the number of views, interactions on Facebook (Likes + Share + Comments), mentions on Twitter, and backlinks.
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From this database we extract general information to give a view of the publishing activity by brand and sector
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In September 2012, this represents 3,269 videos and 403 brands for UK.
High tech is the top publising sector Share of videos published
High Tech Other
4% 4%
3% 2%
Entertainment
25%
Automotive Games
5%
Health & Beauty 6%
Drinks Fashion
7%
Sport 12%
21%
Internet Other
Source : Ebuzzing Social Video Chart, September 2012
Luxury features in the top 3 sectors Share of views
High Tech Luxury
8% 4% 24%
4%
Games Entertainment
5%
Automotive Drinks
7%
Internet 13%
8% Share of views = Total views by sector/ Total views
Fashion Sport
11%
11%
Source : Ebuzzing Social Video Chart, September 2012
Other
Entertainment generates 1/5 of social interactions Share of choice
High Tech
12%
4%
Entertainment
20%
Automotive Luxury
5%
Drinks 5%
Media 17%
5%
Fashion
11% Share of choice = Interactions on Facebook for a sector / Total interactions on Facebook
Games
10%
12%
Source : Ebuzzing Social Video Chart, September 2012
Sport Other
Restaurants are the most engaging 4.7%
Interaction rate 3.6% 3.5% 3.5% 3.4%
3.3% 3.3%
3.1%
2.9% 2.5% 2.4% 2.4% 2.4% 2.0%
1.6%
Interaction rate = Interactions on Facebook/ Number of views
Source : Ebuzzing Social Video Chart, September 2012
1.4%
The average video length is close to 4 minutes 1,498
Length of video by sector (in seconds)
Source : Ebuzzing Social Video Chart, September 2012
Food
Retail
Luxury
Cleaning
Health &‌
Sport
Transport/to‌
Fashion
Restaurants
Automotive
Telecom
Finance
Construction
Games
Average
High Tech
Energy
Entertainment
Drinks
Media
Internet
320 283 275 233 227 220 197 190 189 168 164 143 141 124 112 109 106 106 81 73
The first 10 brands represents 42% of total views Share of views Nokia Christian Dior Samsung Google National Geographic Nintendo Volkswagen Prada Sony Red Bull Coca Cola Calvin Klein Old Spice Gucci
11% 6% 5%
4% 3% 3% 3% 3% 2% 2% 2% 2% 2% 2%
Source : Ebuzzing Social Video Chart, September 2012
Share of views = Total views of a brand / Total views
Coca-Cola generated the most social interactions Share of choice Coca Cola
7%
Samsung
6%
Gucci
6%
Fox
4%
National Geographic
4%
Nokia
4%
Volkswagen H&M
3% 2%
Red Bull
2%
Blackberry
2%
Ford
2%
Duracell
2%
Disney
2% Source : Ebuzzing Social Video Chart, September 2012
Share of choice = Interactions on Facebook for a brand/Total interactions
Top brands by interaction rate Ralph Lauren Chanel Ben & Jerry's last.fm Duracell Acer Ripcurl Blackberry Mercedes Benz FEDEX Quiksilver Canon Bing Snickers
20.5% 18.5% 17.5% 16.9% 15.8% 14.7% 14.5% 14.5% 13.6% 12.2% 12.0% Interaction rate= Interactions on Facebook/ Number of views 9.7% Videos > 10 000 views 9.6% 9.2%
Source : Ebuzzing Social Video Chart, September 2012
Focus on Health&Beauty
Herbal Essences is the top video publisher The analysis is based on 34 brands that published 208 videos in September 46
40
Number of videos published per brand
16 11
10
8
5
5
Herbal Gillette Occitane Revlon Procter Aveda Babyliss Estee Essences And Lauder Gamble Source : Ebuzzing Social Video Chart, September 2012
4 Axe
Nu Skin is the most engaging brand Interaction rate Nu skin
59%
Aveda
16%
Clinique
14%
The Body Shop
13%
Axe
4%
Estee Lauder
4%
Lush cosmetics
3%
Bourjois
3%
Occitane
2%
L'OrĂŠal
2%
Clarisonic
2%
Source : Ebuzzing Social Video Chart, September 2012
Interaction rate = Interactions Facebook for a brand/ Views for videos brand >1000 views