Spotlight on Social Video November 2012
About the Spotlight on Social Video •
Ebuzzing scans social platforms to retrieve metrics about videos published by brands each month.
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We produce a video ranking based on a proprietary algorithm in 5 countries (UK, France, Germany, Spain and Italy). The algorithm incorporates numerous parameters including number of views, Facebook interactions (Likes + Shares + Comments), Twitter mentions and backlinks.
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We extract general information from this database to give an overview of publishing activity by brand and sector.
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In November 2012 it comprises of 348 videos and 105 UK brands for the UK. Only videos with 50,000+ views are analysed.
Top sectors based on publication of videos Technology
Share of Published Videos
Gaming 11%
3%
Drinks 24%
4%
Entertainment
Retail
5%
Sport
7%
Health & Beauty
17%
7%
Automotive Luxury
7% 15%
Other
Source : Ebuzzing Social Video Chart, November 2012
Top sectors based on share of views 3%
Share of video views
Gaming
6%
Luxury
4%
Technology
22%
4% Sport Drinks
9%
Entertainment Health & Beauty
10%
Share of views = Total views by sector/ Total views
19%
Retail Internet
11% 12%
Other
Source : Ebuzzing Social Video Chart, November 2012
Top sectors based on share of Facebook interactions Share of Facebook interactions 2%
Luxury
5%
5% 27%
5%
Drinks
Technology Entertainment
6%
Finance Gaming
8%
Sport Share of Facebook interactions = Interactions on Facebook for a sector / Total interactions on Facebook
9%
20%
Retail Automotive
12%
Other
Source : Ebuzzing Social Video Chart, November 2012
Top sectors based on Facebook interaction rate 8.2%
Interaction rate 5.8% 4.7% 3.7%
3.2% 2.7%
2.2% 2.2% 2.1% 2.1% 2.0% 1.0% 0.9%
0.7% 0.6%
0.3% 0.09% 0.07%
Interaction rate = Interactions on Facebook/ Number of views Source : Ebuzzing Social Video Chart, November 2012
Average video length for all videos studied Length of video by sector (in seconds)
1207
394
322
238 208 196
147 133 130 113 99
97
91
88
87
68
54
44
Source : Ebuzzing Social Video Chart, November 2012
Top brands based on share of total views Share of total video views Louis Vuitton Red Bull Rockstar Games Nintendo Christian Dior FIFA Dreamworks Nike Sony Google Microsoft Footlocker Ubisoft Apple
11% 9% 9%
8% 7% 6% 5% 4% 4% 3% 2% 2% 2% 2%
Share of views = Total views of a brand / Total views
Source : Ebuzzing Social Video Chart, November 2012
Top brands based on share of Facebook interactions Share of Facebook interactions Red Bull
Chanel John Lewis partnership Louis Vuitton Cartier Microsoft
Christian Dior Victorias Secret Universal Pictures Samsung Nike
Dreamworks FIFA ATP
27% 8% 7% 5% 4% 4% 3% 3% Share of Facebook interactions = 2% Interactions on Facebook for a 2% brand/Total interactions 2% 2% 2% 2% Source : Ebuzzing Social Video Chart, November 2012
Top brands based on Facebook interaction rate Chanel Spotify Porsche Monster Energy Drink Cartier Disney Warp Records Coca Cola John Lewis partnership Asda Paramount Ducati Turkish Airlines Credit Suisse Group
28.1% 13.5% 13.2% 12.7% 12.6% 12.2% 12.1% 11.8% 11.6% 11.2% 10.9% 9.7% 8.7% 8.3%
Facebook interaction rate = Interactions on Facebook/ Number of video views
Source : Ebuzzing Social Video Chart, November 2012
Early Christmas Social Videos November 2012
About the Early Xmas Social Video Study •
Each month Ebuzzing scans social platforms to retrieve metrics about videos published by brands.
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During November we identified the Top 10 Christmas themed social videos from the Retail sector.
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This study compares the impact each video made in November, and shows the most popular Christmas social videos based on their Views, Facebook interactions and Facebook interaction rate.
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Whilst this study offers a great insight into the leading Christmas themed retail social videos, we must note that brands have launched their videos at various times, and as such this study provides an indication for their success that may fluctuate during December.
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The Top 10 Videos, from total views were: John Lewis - The Journey Cartier - Winter Tale Boots - Let's Feel Good Argos - I Can Shop From Here Debenhams - Christmas Made Fabulous M&S - The Greatest Hits This Christmas Asda - Behind Every Great Christmas There's Mum Gap - Love Comes In Every Shade Coca-Cola - Together We Make The Magic Happen Coca-Cola - Holidays Are Coming
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http://www.youtube.com/watch?v=0N8axp9nHNU http://www.youtube.com/watch?v=9RZPmKC2c2o http://www.youtube.com/watch?v=xao1o8ARRnQ http://www.youtube.com/watch?v=HTOOctyxOLg http://www.youtube.com/watch?v=ugBCrkRvTwA http://www.youtube.com/watch?v=nvtQslFoTOw http://www.youtube.com/watch?v=QiTuiYtaMV4 http://www.youtube.com/watch?v=rrpH2-gv8zM http://www.youtube.com/watch?v=RE4ws7B7yTg http://www.youtube.com/watch?v=kr7h8crYAYQ
Top Xmas videos in November based on share of views
4%
1% 1% 1%
John Lewis
3%
Cartier Boots
4%
Argos
5% 45%
Debenhams Marks & Spencer
13%
Asda Gap Share of views = Total views by sector/ Total views
Coca Cola (New)
22%
Coca Cola (Old)
Source : Ebuzzing Social Video Chart, November 2012
Top Xmas videos in November based on Facebook interactions 1.3% 0.6% 0.5% 0.4% 0.4% 0.4% 1.8% 4.0%
John Lewis Cartier Asda Coca Cola (Old) Coca Cola (New)
31.6%
Boots 59.1%
Share of Facebook interactions = Interactions on Facebook for a video/ Total interactions on Facebook
Argos Debenhams Marks & Spencer Gap
Source : Ebuzzing Social Video Chart, November 2012
Top Xmas videos in November based on Facebook interaction rate Coca Cola (Old)
14.3%
Cartier
12.6%
John Lewis
11.6%
Asda
11.2%
Coca Cola (New)
9.5%
Gap
2.7%
Marks & Spencer
1.0%
Debenhams
0.9%
Argos
0.8%
Boots
0.4%
Facebook interaction rate = Interactions on Facebook/ Number of video views Source : Ebuzzing Social Video Chart, November 2012