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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


December's Spotlight on Social Video