The Rise of Multi-Platform Video: Why Brands Need a Multi-Platform Video Strategy

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The Rise of Multi-Platform Video: Why Brands Need a Multi-Platform Video Strategy

  1. 1. The Rise of Multi- Platform Video: Why Brands Need a Multi-Platform Video Strategy June 23, 2015
  2. 2. © 2015 Tubular Labs 2 About this study Source: comScore •  Social@Ogilvy leads more than 50 brand content studios across the globe; these teams plan, produce and create social content on behalf of top global brands – video audiences, creators, influencers and publishers have rapidly multiplied and challenged brands to be responsive to the fast moving landscape. The Tubular Labs analytics platform and partnership have provided Ogilvy & Mather with superior analytics systems to gain a horizontal view across the complex video ecosystem. •  Tubular Labs (www.tubularlabs.com) is the most widely used video intelligence software platform, serving over 3,000 video creators and 70+ enterprise customers to date, including Viacom, Warner Bros., HGTV, Activision, elf Cosmetics, Pepsi, Time Inc., and Maker Studios. Tubular's audience and content insights empower our customers to refine their content and distribution strategy, find and partner with influencers, and optimize their promotion budgets. Only Tubular analyzes the engagement of over 290 million viewers and tracks 1.2 billion videos across 30+ platforms, including YouTube, Facebook, Twitter, Vine, Instagram, AOL and Yahoo.
  3. 3. © 2015 Tubular Labs Online video is a $6B+ market and growing Source: comScore
  4. 4. © 2015 Tubular Labs 4 164M 97M 92M 57M 44M YouTube Facebook AOL Yahoo VEVO US Unique Video Viewers, Dec. 2014 With market growth comes platform proliferation Source: comScore
  5. 5. © 2015 Tubular Labs 5 And creator proliferation: 2.5M individual publishers on YouTube alone, and 1,268 of them have over 1M subscribers YouTube SubscribersSource: Tubular Labs 935,000 37,000 12,000 1,524 1,268 1K - 25K 25K - 100K 100K - 500K 500K - 1M 1M+ NumberofChannels
  6. 6. © 2015 Tubular Labs Every video platform is different and requires different storytelling techniques 6 Platform Views per Video Avg. Engagement Avg. Video length Videos to reach 1M views in a month Top Genre/Topic YouTube 17M 0.65% 12 minutes* 271 Music Facebook 24M 3.0% 1min 28 seconds 694 UGC/Ripped (Heartwarming, Shocking) Vine 10M 2.1% 6 seconds 511 Comedy Instagram 1M** 430K per video Max 15 seconds N/A Pop culture Top 1,000 videos by views per platform (Q1 2015, Global uploads) * Of the top 1,000 YouTube videos 51 are over an hour long. The majority of this content are children’s sing along videos. Excluding these videos the average length of a YouTube video is 7 minutes. ** Instagram views are estimated from an average engagement rate (likes and comments per presumed impression) Note: Data from videos uploaded in Q1 2015, globally. Top 1,000 videos by views as of 6/3/2015. An engagement is considered a like, comment, or social share across Facebook & Twitter. Source: Tubular Labs
  7. 7. © 2015 Tubular Labs 7 Quick & Large Pop in Views & Engagement Strong long tail which can ultimately lead to more views, and sustained views and engagement over time Mixed Strategy Embedded Videos •  Became available for Facebook in March, but YouTube embeds are used more by publishers •  These embeds contribute to long tail views on YT As a brand, what videos should I be creating and how should I be distributing them to best reach my target audience? Source: Tubular Labs
  8. 8. © 2015 Tubular Labs It’s easier to get to 5M views on Facebook, but what does that view mean? 8 •  No videos uploaded in Q1 to Facebook have reached 100M views; conversely 10 videos from Q1 2015 on YouTube reached 100M views (all music videos). •  As of May 2015, Facebook had 5 videos reach 100M views, YouTube had 874 videos. •  87% of videos with 100M+ views all-time on YouTube are music videos (official & unofficial) •  YouTube’s long tail of videos is significantly larger than Facebook’s •  YouTube uploads outpace Facebook in all view buckets below 500K views (225K-500K, 100K- 200K and below 100K views) Notes: Chart is number of videos uploaded in Q1 2015 (Jan-Mar) that had reach each bucket of views as of when these numbers were recorded. Data is global. Source: Tubular Labs (data as of 6/4/2015)
  9. 9. © 2015 Tubular Labs While videos grow quickly on Facebook… Platforms that rely on “feeds” are viral and transient. It is almost entirely dependent on the feed rather than search and discovery. 9 Days to 1 Million Views Videos posted day 0 (Y-axis) Facebook Vine YouTube Views on Facebook are counted after 3 seconds. New Videos to hit 1M Views Days to Reach 1M Views Takeaways More newly uploaded Facebook videos (last 7 days) hit 1M views each month than on any other platform. 0" 200" 400" 600" 800" Facebook " Vine" YouTube" 694 Videos 511 Videos 271 Videos Source: Tubular Labs (Data based on period 1/4/2015 – 2/2/2015) Data based on period 1/4/15 - 2/2/15
  10. 10. © 2015 Tubular Labs •  This is especially true for music videos on YouTube –  87% of videos above 100 Million views on YouTube are music videos •  YouTube, in part because of being a search engine, has much stronger long tail content. 10 Bieber’s video from 5 years ago, still generates more than 2.0M views a week Conversely, YouTube videos experience slower, but longer gains in views (long tail) Source: Tubular Labs
  11. 11. © 2015 Tubular Labs Facebook drives quick views and engagement 11 Platform /Metric Views per Video Likes + Comments/View Shares per Video Length of Video Facebook (Media) 33 M 1.17% 622 K 2 min 14 seconds Facebook (Non-Media) 20 M 0.99% 313 K 1 min 18 seconds YouTube (Media) 22 M 0.58% 55 K 3 min 14 seconds YouTube (Non-Media) 20M 0.09% 23 K 1 min 34 seconds On average, brand (Media and Non-Media) videos drive higher engagement and shares per video on Facebook than on YouTube Average metrics for top 100 Facebook and YouTube brand videos Jan. 2015 – May 2015 Notes: Top brand videos (top 100 from each platform) uploaded in January through May 2015 Media vs. Non-Media labels refer to the type of brand videos benchmarked. Media brands include gaming, entertainment, news etc. Source: Tubular Labs (6/8/2015)
  12. 12. © 2015 Tubular Labs YouTube drives continued views and engagement 12 YouTube creators Rhett and Link did a brand integration with Wendy’s and uploaded the video to YouTube and Facebook. While both videos got around 2.2M views… Source: Tubular Labs Case Study
  13. 13. © 2015 Tubular Labs Facebook owns day 1. YouTube owns the long-tail 50% of Facebook total views came on day 1 vs. 20% of YouTube total views. 13Source: Tubular Labs Case Study
  14. 14. © 2015 Tubular Labs And most engagement comes on creator’s channel, not on the brand page The Rhett and Link video posted on Wendy’s Facebook page got 18,000 engagements. The Rhett and Link video posted on Rhett and Link’s YouTube channel got 78,000 engagements. 14Source: Tubular Labs Case Study
  15. 15. © 2015 Tubular Labs While content grows quickly on Facebook, YouTube is home to more branded content views 15 Notes: UGC is User Generated Content (uploaded by users); Influencers have at least 250,000 followers/subscribers/fans Source: Tubular Labs (Data based on top 100 videos uploaded on each platform during the period 1/4/2015 – 2/2/2015)
  16. 16. © 2015 Tubular Labs Top videos by platform posted in last month demonstrate typical content 16 125.6M views Music and entertainment account for over 50% of the top view-generating channels on YouTube 72M views 3.5M views 27.1M views Video rips constitute 72.5% of the top Facebook video content in the last 30 days The 22 most viewed Instagram videos in the last 90 days were posted by celebrities like Justin Bieber Vine views are driven almost exclusively by Vine influencers, such as Logan Paul Source:Tubular Labs, May 2015
  17. 17. © 2015 Tubular Labs Facebook video overview 17 Fast facts Top recent creators Top recent videos •  Facebook video can generate massive view count given 3 second auto-play, but given the early nature of platform, videos have minimal staying power and short lifespans at this point Tubular TakeawaysAudience •  74% of American Youth (12-24 year olds) use Facebook; its importance among youth has decreased consistently since Spring 2013. •  High engagement of audience given native sharing capabilities •  “Two girls, one cockroach, and a lot of motivation not to suck” – highly popular recent video •  Popular videos span categories •  Most popular videos are non-premium and would not be considered brand- safe •  Mavi Kocaeli, Young Paperboyz, Street FX Motorsport •  Top creators are not celebrities but are normal people •  Top creators are often curators more than creators •  View counter introduced in September 2014 •  Videos auto play without sound, view is counted at 3 seconds •  Most videos are viewed in a user’s news feed •  Embeddable video player was introduced in March 2015 Source: Tubular Labs, May 2015
  18. 18. © 2015 Tubular Labs 18 Facebook video targeting details Platform specifics Implications for marketers Videos are autoplayed without sound first – user must click sound to hear audio Make first frame very catchy – consider using “title” card for reader to understand content Videos can receive massive number of views in short period, but popularity declines quickly Consider using FB video to “jump start” a campaign living on multiple platforms, or for shorter campaigns only Most popular videos are lowbrow in nature, do not have the cachet of premium video inventory Create for the platform – utilize eye- catching stunts, prank content; play to the audience
  19. 19. © 2015 Tubular Labs 19 Top recent Facebook video creators Creator Typical content Recent video Views last 30 days Mavi Kocaeli Shares funny online videos AmazinG drawing 621 M Vlechten met Daan Hair, makeup, and fashion Gorgeous makeover as always by: @vanitymakeup LIKE: Creative Ideas and… 742 M YoungPaperboyz Hip-hop, R&B, and music culture Real Talk: Charlamagne On Chinx’s Murder 676 M BuzzFeed Video Viral video hub Insane Things Kids Thought About Sex 487 M Street FX Motorsport & Graphics Motorsport videos Here is a perfect example why you should always wear a helmet 518 M Source:Tubular Labs, May 2015
  20. 20. © 2015 Tubular Labs 20 Top recent Facebook videos Video Description of content Views / engagements Creator How To Order McDonalds Like A Boss Rapper orders McDonald’s 86M / 3.1M Hi-Rez Our hearts are bursting with cuteness… Fun animal video 76M / 3.6M Discovery Family Daytime 2 girls, 1 cockroach… Funny game show clip 72M / 1.4M Paz …no excuses. While cleaning can exercise! Exercise video 70.8M / 1.6M fit.pl …Oldest Working Nurse in the United States Inspirational video 56.6M / 2.4M Young Paperboyz Source:Tubular Labs, May 2015
  21. 21. © 2015 Tubular Labs YouTube video overview 21 Fast facts Top recent creators Top recent videos •  YouTube was founded in 2005 •  Promoted views are counted at 30 seconds; organic views are counted when a video starts •  YouTube is the second largest search engine; viewers use YouTube for video discovery •  Despite its early reputation, YouTube is home to much premium web video content and its audience is sophisticated – put longer, higher-quality content here to ensure viewership and engagement over time Tubular TakeawaysAudience •  YouTube is home to thousands of niche communities of highly passionate fans. These fans follow personalities, topics and events. •  YouTube fans are quintessentially millennial: 74% of 14-18 year olds use YouTube (68% of 19-24 year olds) •  Most viewed videos are music videos with extremely high production value •  Native YouTube creators are beauty and gaming creators with an authentic, conversational style •  FunToyzCollector, TaylorSwift, Buzzfeed Video •  Most viewed creators are toy channels or well-known media brand channels •  Large ecosystem of YouTube native creators with organic audiences Source:Tubular Labs, May 2015
  22. 22. © 2015 Tubular Labs 22 YouTube video targeting details Platform specifics Implications for marketers Promoted views are counted at 30 seconds, and viewers expect longer- format videos than Facebook Make first few seconds and thumbnail intriguing enough encourage viewers to continue Creator personalities are critical to driving repeat viewers / subscribers (“fans”) Utilize YouTube influencers for campaigns rather than relying solely on quality video content; create for the platform’s idiosyncrasies YouTube is the second largest search engine. Create searchable and evergreen content that answers questions. Maintain an updated library on
  23. 23. © 2015 Tubular Labs Creator Typical content Most recent video Views last 30 days FunToyzCollector Review and playing of toys Box of Shopkins Surprise Eggs NEW Toys Using Shopkins Vending Machine… 430 M TaylorSwiftVEVO Artist’s official videos Taylor Swift – Chart Achievement Award (2015 Billboard Music Awards) 407 M Baby Big Mouth Review and playing of toys Fun Surprise Egg Opening Learning Game! Which One is Different with … 343 M netd müzik Mostly music videos Fazil Says Ses 317 M BuzzFeed Video Viral video hub Weird Things We Do For Love 315 M 23 Top recent YouTube video creators Source:Tubular Labs, May 2015
  24. 24. © 2015 Tubular Labs 24 Top recent YouTube videos Video Description of content Views / engagements Creator Taylor Swift – Bad Blood ft. Kendrick Lamar Music video 125.6M / 2M TaylorSwift VEVO Britney Spears, Iggy Azalea – Pretty Girls Music video 45.8M / 452K BritneySpearsVEVO Clash of Clans: Ride of the Hog Riders Official TV Commercial 30.6M / 165K ClashofClans Saad Lamjarred – LM3ALLEM Music video 30.5M / 221K Saad Lamjarred David Guetta – Hey Mama ft Nick Minaj… Music video 29.8M / 378K David Guetta Source:Tubular Labs, May 2015
  25. 25. © 2015 Tubular Labs Instagram video overview 25 Fast facts Top recent creators Top recent videos •  Instagram video was introduced in June 2013 •  Only promoted posts have access to view counts •  Videos auto play (silently) and loop. Click for sound. •  Videos are on a feed, interspaced with images •  Instagram video requires a highly popular creator for views, and is very brand-safe given premium quality of video format Tubular TakeawaysAudience •  59% of Americans age 12-24 use Instagram. It is currently considered the “most important” social network by teens (32%). •  Users find content via their feed and following hashtags •  Top videos feature celebrities (e.g. Beyoncé and Kendall Jenner) •  Top 5 videos were all posted by a celebrity •  Beyonce’, Kendall Jenner, Justin Bieber •  Top creators post funny viral content or focus on a particular subject •  Soccer/futbol is a popular topic among top creators Source:Tubular Labs, May 2015
  26. 26. © 2015 Tubular Labs 26 Instagram video targeting details Platform specifics Implications for marketers Videos are autoplayed without sound first – user must click sound to hear audio Make first frame very catchy – consider using “title” card for reader to understand content Users find content via their Instagram feed and popular hashtags Keep your hashtags focused and use the selectively. Would viewers surfing a hashtag want to see your content. Instagram is known for high quality amateur photos Make a good first impression with a great thumbnail and provide similarly high quality video
  27. 27. © 2015 Tubular Labs Creator Typical content Most recent video Views last 30 days 9GAG Comedic, usually viral content The girl on the right is basically me at prom #9gag 169 M futbolsport Videos about soccer Others would used their feet, He used his shoulder. One simple touch … 94 M by433 Videos about soccer Blatter has resigned as FIFA president More updates in 433 app! 110.1 M makegirlz Makeup tutorials and looks quick eyeliner tutorial by @mindy+espii <3, ‫ﻁطﺭرﻱيﻕقﺓة‬ ‫ﻁطﻝلﺏب‬ ‫ﺡحﺱسﺏب‬ ‫ﺍاﻝلﺱسﺍاﺉئﻝل‬ ‫ﻝلﺍاﻱيﻥنﺭر‬ ‫ﺕتﺡحﺏبﻭوﻥن‬ ‫ﺵشﻥنﻭو‬ ،٬‫ﺍاﻝلﻡمﺕتﺍاﺏبﻉعﻱيﻥن‬ 60.9 M nailsartvidss Nail art tutorials and looks Raindrop Mani from @nails.by.teens 59.3 M 27 Top recent Instagram video creators Source:Tubular Labs, May 2015
  28. 28. © 2015 Tubular Labs 28 Top recent Instagram videos Video Description of content Views / engagements Creator #FeelingMyself VideoOnTIDAL Ad for Beyoncé’s video Tidal 3.9M / 1.3M Beyoncé clearly still obsessed Kendal Jenner lip syncing 3.9M / 1.3M Kendall Jenner How To Peel Jumbo Shrimp That Is Very Hot... Taylor Swift peeling a jumbo shrimp 3.5M / 1.1M Taylor Swift @Phunkeeduck Bieber messing around 3.5M / 1.1M Justin Bieber Lol I died at the end my head literally hit the… Bieber playing on a skateboard 3.4M / 1.1M Justin Bieber Source:Tubular Labs, May 2015
  29. 29. © 2015 Tubular Labs Vine video overview 29 Fast facts Top recent creators Top recent videos •  January 2013: initial Vine release •  Views are counted as “loops” on Vine. A view is a “single” 6 second loop. •  The Vine feed auto plays videos •  Working with influencers for branded content is the most effective way to reach a mass and engaged audience on Vine. Tubular TakeawaysAudience •  Fans on Vine follow influencers almost exclusively. •  Vine is most popular among youth (12-24), however, less so than Instagram, Facebook or YouTube. •  Top videos are a little random (e.g. Ryan Gosling eating cereal) •  Top 5 videos have all different sorts of topics •  Thomas Sanders, Lele Pons, KingBach •  Top creators on Vine are typically comedians or pranksters •  Personality is really important with Vine’s time limit Source:Tubular Labs, May 2015
  30. 30. © 2015 Tubular Labs 30 Vine video targeting details Platform specifics Implications for marketers Videos are short at only 6 seconds Plan a head. The best vines are not stale shots, but planned story arcs fit into 6 seconds Majority of views on the platform are driven by influencers; fewer random “viral” hits on Vine from smaller creators Work with influencers, rather than investing in original content. Vine videos play on a loop Some of the best content gives the appearance of an endless sequence, which inevitable leads to more time spent with the video and the content.
  31. 31. © 2015 Tubular Labs Creator Typical content Most recent video Views last 30 days Thomas Sanders Jokes about everyday life Those Unhelpful Study Buddies (W/ BK.) 222.5 M Lele Pons High school moments + jokes GRADUATION #wemadeit @2015classes w/ Twan Kuyper 366.9 M Logan Paul Jokes about guy stuff Best Wingman #BeeAmazing 206.9 M KingBach Jokes about guy stuff + dating When you get caught FaceTiming bae. #KingBach 248.2 M Twaimz Jokes about himself Bartholomew wants to kiss Petunia 157.1 M 31 Top recent Vine video creators Source:Tubular Labs, May 2015
  32. 32. © 2015 Tubular Labs 32 Top recent Vine videos Video Description of content Views / engagements Creator untitled Ryan Gosling eating cereal 50.1M / 821K Ryan Gosling Bruhhhhh Distracting a student 32.1M / 975K MarkosDoesWork watch out… Talking man into pool 27.1M / 929K Logan Paul The Power of Puberty Baby pictures of celebrities 25M / 1.2M Lele Pons Kanye Smile for a Second Kanye West Smiling 24.1M / 259K Gustavo Vega Source: Tubular Labs
  33. 33. © 2015 Tubular Labs Budweiser’s #ThisBudsForYou campaign uploaded content to YT and FB depending on the platform 33 Facebook videos hosted silent vine-like short clips as well as hub content •  Identical versions of these videos on YouTube & Facebook •  Facebook videos are optimized for the silent news feed. They are visual, shorts and the titles elicit responses. YouTube featured different language versions; also saw hub content Facebook •  14 Uploads •  Avg. 20 seconds •  Avg. 56K views/video •  Avg. 434 shares/video •  Avg. 7.6K likes/video •  8M total views “Hit like if we’ve got you reaching for the screen - #ThisBudsForYou” “Comercial de Televisión de Budweiser Buds & Burgers …” •  YouTube videos are optimized for TrueView. They are clearly advertisements and do not have compelling titles. •  The YouTube version of “Macro Beer” had the largest reach compared to all platforms & video versions at 17 million views YouTube •  9 Uploads •  Avg. 41 seconds •  Avg. 1.9M views/video •  Avg. 766 shares/video •  Avg. 228 likes/video •  17M total views Case Study Note: 3 official videos on vine (25K loops) and 5 on Instagram ( est. 17K impressions) Source: Tubular Labs
  34. 34. © 2015 Tubular Labs Adidas’s “Leo Messi: Take Today” video was uploaded to YT & included in 1 of the montages Adidas’s “Take It” campaign uploaded more videos to YT, but saw more engagement with FB 34 Both the Facebook and YouTube campaigns revolved around two 1-minute “hub” videos •  YouTube versions combined had 48M views; Facebook versions generated 18M views •  The Facebook videos had 1.4x more engagements YouTube featured 34 additional 15- and 30-second videos based on individual Adidas athletes Facebook •  5 Uploads •  Avg. 42 seconds •  Avg. 4.5M views/video •  Avg. 6.8K shares/video •  Avg. 149K likes/video •  18M total views •  These videos generated an average of 127K views on YouTube •  Only one was uploaded to Facebook •  Two 44-second montages of these videos were uploaded to both platforms YouTube •  40 Uploads •  Avg. 28 seconds •  Avg. 1.2M views/video •  Avg. 523 shares/video •  Avg. 1.2K likes/video •  47.5M total views Case Study Note: 0 official videos on Vine and Instagram Source: Tubular Labs
  35. 35. © 2015 Tubular Labs Mission: Impossible Rogue Nation trailers launched simultaneously on Facebook & YouTube 35 Facebook videos have more engagement than YouTube versions •  Top YouTube videos have amassed 7.7M, 7.2M, and 4.8M views, respectively •  Same 3 videos on Facebook: 8.7M views cumulatively •  But the Facebook videos have 2.5x more total engagements YouTube involved more videos, averaging longer length •  8 Facebook trailer re-uploads averaged 211K views; 5 on YouTube averaged 184K views •  18 international YouTube trailers averaged just 364 views •  6 foreign Facebook trailers (all India) averaged 19K views Facebook •  21 Uploads •  Avg. 1 Min 30 Secs •  Avg. 542K views/video •  Avg. 8K shares/video •  Avg. 11K likes/video •  11.4M total views YouTube •  26 Uploads •  Avg. 2 Min 10 Secs •  Avg. 798K views/video •  Avg. 2K shares/video •  Avg. 2K likes/video •  20.7M total views Case Study Note: Only included trailers from Paramount and Mission Impossible Facebook Pages and YouTube Channels Source: Tubular Labs
  36. 36. Thank you! Hannah Law Vice President, Regional Social@Ogilvy @HannahLaw Peter Fasano Managing Director Social@Ogilvy, North America @PFasano Allison Stern Co-Founder Tubular @allisonstern
  37. 37. © 2015 Tubular Labs Thank You. For more information please contact us at: contact@tubularlabs.com or sign up for a software demo at Tubularlabs.com/seemore

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