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SPOTLIGHT ON SOCIAL VIDEO: NOVEMBER 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 November 2012, this represents 348 videos and 105 UK brands for the UK. Only videos with 50,000+ views are analysed


24% OF THE TOTAL VIDEOS PUBLISHED WERE FROM THE TECHNOLOGY SECTOR Share of videos published

11% (J)

3% (I)

Technology (A) Gaming (B)

24% (A)

4% (H)

Drinks (C) Entertainment (D)

5% (G)

Retail (E) Sport (F)

Health & Beauty (G)

7% (F)

Automotive (H)

17% (B)

7% (E) 7% (D)

Luxury (I) Other (J)

15% (C)

Source: Ebuzzing Social Video Chart, January 2013


TECHNOLOGY ALSO HAD 22% OF THE TOTAL SHARE OF VIDEO VIEWS Share of views

4% (G)

3% 4% (I) (H)

6% (J) 22% (A)

Gaming (A) Luxury(B)

Technology (C) 9% (F)

Sport (D) Drinks (E) Entertainment (F) Health & Beauty (G)

10% (E)

19% (B)

Retail (H) Internet (I)

11% (D)

Other (J) 12% (C)

Source: Ebuzzing Social Video Chart, January 2013


27% OF FACEBOOK INTERACTIONS WERE FROM TECHNOLOGY BRANDS Share of Facebook interactions 2% (I)

5% (J)

Drinks (A)

5% (H)

Luxury (B) 27% (A)

5% (G)

Technology (C) Entertainment (D)

6% (F)

Finance (E) Gaming (F) Sport (G)

8% (E)

Retail (H) Automotive (I) Other (J)

9% (D)

20% (B) 12% (C)

Source: Ebuzzing Social Video Chart, January 2013


THE FINANCE SECTOR HAD THE HIGHEST INTERACTION RATE Facebook interaction rate 9.0% 8.0% 7.0% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0%

Source: Ebuzzing Social Video Chart, January 2013


THE AVERAGE LENGTH OF VIDEOS PUBLISHED WAS JUST OVER 3 MINUTES Average video length (seconds) 1400 1200 1000 800 600 400 200 0

Source: Ebuzzing Social Video Chart, January 2013


LOUIS VUITTON TOPS THE CHARTS FOR BRANDED VIDEO VIEWS Share of views Louis Vuitton Red Bull Rockstar Games Nintendo Christian Dior FIFA Dreamworks Nike Sony Google Microsoft Footlocker Ubisoft Apple 0%

2%

4%

6%

8%

10%

12%

Source: Ebuzzing Social Video Chart, January 2013


RED BULL HAS THE HIGHEST 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 0%

5%

10%

15%

20%

25%

30%

Source: Ebuzzing Social Video Chart, January 2013


CHANEL HAS THE HIGHEST FACEBOOK INTERACTION RATE 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 0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

Source: Ebuzzing Social Video Chart, January 2013


FOCUS ON CHRISTMAS


ABOUT THE EARLY XMAS SOCIAL VIDEO STUDY •

Each month Ebuzzing scans social platforms to retrieve metrics about videos published by brands.

During November we identified the Top 10 Christmas themed social videos from the Retail sector.

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.

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.


THE TOP 10 CHRISTMAS VIDEOS The Top 10 Videos, from total views were:

John Lewis - The Journey http://www.youtube.com/watch?v=0N8axp9nHNU Cartier - Winter Tale http://www.youtube.com/watch?v=9RZPmKC2c2o Boots - Let's Feel Good http://www.youtube.com/watch?v=xao1o8ARRnQ Argos - I Can Shop From Here http://www.youtube.com/watch?v=HTOOctyxOLg Debenhams - Christmas Made Fabulous

http://www.youtube.com/watch?v=ugBCrkRvTwA M&S - The Greatest Hits This Christmas http://www.youtube.com/watch?v=nvtQslFoTOw Asda - Behind Every Great Christmas There's Mum http://www.youtube.com/watch?v=QiTuiYtaMV4 Gap - Love Comes In Every Shade http://www.youtube.com/watch?v=rrpH2-gv8zM Coca-Cola - Together We Make The Magic Happen http://www.youtube.com/watch?v=RE4ws7B7yTg

Coca-Cola - Holidays Are Coming http://www.youtube.com/watch?v=kr7h8crYAYQ


JOHN LEWIS RECEIVED 45% SHARE OF VIEWS Share of views 1% 1% 1% (H) (I) (J)

John Lewis (A)

3% 4% (G) 4% (F) (E)

Cartier (B) Boots (C)

5% (D)

Argos (D) 45% (A)

13% (C)

Debenhams (E) Marks & Spencer (F) Asda (G) Gap (H) Coca Cola (New) (I)

22% (B)

Coca Cola (Old) (J)

Analysis based on 34 brands which published 208 videos in September


JOHN LEWIS HAS 59% OF ALL FACEBOOK INTERACTIONS Share of Facebook Interactions 0.6% (F) 1.8% 1.3% (D) (E) 4.0% (C)

0.5% 0.4% (G) (H)

0.4% (I) 0.4% (J)

John Lewis (A) Cartier (B) Asda (C) Coca Cola (Old) (D) Coca Cola (New) (E) Boots (F)

31.6% (B)

Argos (G) 59.1% (A)

Debenhams (H) Marks & Spencer (I) Gap (J)


THE OLD COCA COLA AD HAS THE HIGHEST FACEBOOK INTERACTION RATE Facebook interaction rate Coca Cola (Old) Cartier John Lewis Asda Coca Cola (New) Gap Marks & Spencer Debenhams Argos Boots 0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%


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

November's Spotlight on Social Video  

Ebuzzing Social reveals November's Spotlight on Social Video.

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