SPOTLIGHT ON SOCIAL VIDEO: DECEMBER 2012
ABOUT SPOTLIGHT ON SOCIAL VIDEO •
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 December 2012, this represents 268 videos and 103 brands for the UK, with videos of 50,000+ views analysed.
19% OF THE TOTAL VIDEOS PUBLISHED WERE FROM THE TECHNOLOGY SECTOR Total videos published
17% (K)
19% (A)
Technology Drinks Automotive
4% (J)
Media
4% (I)
Entertainment 13% (B)
5% (H)
Fashion Games Internet
6% (G)
Retail 10% (C)
6% (F) 9% (E)
Travel Other
10% (D)
Source: Ebuzzing Social Video Chart, January 2013
TRAVEL HAD 46% OF THE TOTAL SHARE OF VIDEO VIEWS Share of video views 1% 2% (J) 2% (I) 3% (H) 3% (G) (K)
Travel (A) Media (B)
4% (F)
Technology (C)
5% (E)
Internet (D) Fashion (E) 46% (A)
8% (D)
Entertainment (F)
Automotive (G) Drinks (H) Games (I) Luxury (J)
9% (C)
Other (K)
17% (B)
Source: Ebuzzing Social Video Chart, January 2013
30% OF FACEBOOK INTERACTIONS WERE FROM MEDIA BRANDS Share of Facebook interactions
3% (G)
3% (H)
3% (I)
2% (J) 3% (K)
Media (A) Travel (B) 30% (A)
6% (F)
Internet (C) Technology (D) Automotive (E) Fashion (F)
7% (E)
Entertainment (G) Luxury (H)
Drinks (I)
8% (D)
Retail (J) Other (K) 11% (C)
24% (B)
Source: Ebuzzing Social Video Chart, January 2013
THE AVERAGE INTERACTION RATE WAS 2.4% ACROSS ALL SECTORS Facebook interaction rate 20.0%
18.0% 16.0% 14.0% 12.0% 10.0%
8.0% 6.0% 4.0% 2.0% 0.0%
Source: Ebuzzing Social Video Chart, January 2013
THE AVERAGE LENGTH OF VIDEOS PUBLISHED WAS JUST UNDER 3 MINUTES Average video length (seconds) 500 450
400 350 300 250 200 150 100 50 0
Source: Ebuzzing Social Video Chart, January 2013
TURKISH AIRLINES TOPS THE CHARTS FOR BRANDED VIDEO VIEWS Share of total video views Turkish Airlines Time Warner Google Samsung Victorias Secret Footlocker Dreamworks Red Bull Motorola Lionsgate Films Fiat Nintendo Burberry Sony 0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Source: Ebuzzing Social Video Chart, January 2013
TIME WARNER HAS ALMOST 1/3 SHARE OF TOTAL FACEBOOK INTERACTIONS Share of Facebook interactions Time Warner Turkish Airlines Google Samsung Victorias Secret Fiat Red Bull Chanel Snickers Porsche Sony Footlocker Sony pictures Diesel 0%
5%
10%
15%
20%
25%
30%
35%
Source: Ebuzzing Social Video Chart, January 2013
WITH A 88% INTERACTION RATE, SNICKERS LEADS THE BRANDS ON FACEBOOK Facebook interaction rate Snickers Chanel Le cirque du soleil Air France Klm Odeon Lacoste Cathay Pacific
Capital One Babolat Ferrari Bushmills Oakley H&M BMW 0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
Source: Ebuzzing Social Video Chart, January 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
FOR MORE INFO PLEASE CONTACT: MARKETING@EBUZZING.COM THE GLOBAL EXPERTS IN SOCIAL VIDEO ADVERTISING