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Engage Prague 2015: Jim Edwards, Business Insider

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The State of Social Video presented at Engage Prague 2015 by Jim Edwards from Business Insider

Published in: Internet, Social Media

Engage Prague 2015: Jim Edwards, Business Insider

  1. THE STATE OF SOCIAL VIDEO by
  2. THE RISE OF FACEBOOK VIDEO The top 1,000 Profiles on Facebook & YouTube are uploading 4x more videos natively on Facebook Volume of Content Uploaded 5 000 10 000 15 000 20 000 25 000 Facebook YouTube Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 2015
  3. 800 1 600 2 400 3 200 4 000 TIMELINE OF VIDEO PLATFORMS FOR BRANDS On Facebook, the shift is in full effect. Brands have all but stopped posting YouTube videos on Facebook – opting for native publishing instead Number of Posts Instagram Vimeo Facebook YouTube Vine Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 2015
  4. 4 000 000 8 000 000 12 000 000 16 000 000 20 000 000 FACEBOOK VS. YOUTUBE - INTERACTIONS Native Facebook videos perform much better than YouTube videos posted to Facebook Total Interactions Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 2015 Facebook YouTube
  5. 0% 20% 40% 60% 80% 100% SHARE OF INTERACTIONS ON VIDEO POSTS Native Facebook videos perform exponentially better than videos from all other platforms Total Interactions Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 2015 Instagram Vimeo Facebook YouTube Vine
  6. 8 000 16 000 24 000 32 000 40 000 MEDIA / PUBLISHER VIDEO POSTS Media and Publishers have always been at the forefront of social – their shift to native video has been even more pronounced Share of Video Posts Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 2015 Instagram Vimeo Facebook YouTube Vine
  7. 0% 20% 40% 60% 80% 100% MEDIA / PUBLISHER TOTAL INTERACTIONS Media & Publishers experienced a larger share of Interactions on YouTube links than brands on Facebook, but the overall picture is the same Total Interactions Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 2015 Instagram Vimeo Facebook YouTube Vine
  8. YOUTUBE TOP PERFORMERS YouTube is still a video powerhouse LEGO had a HUGE year – a 248% increase in video views since April 2014 TOP 5 Brands by Video Views Growth Brand April 2014 April 2015 Absolute Growth Relative Growth LEGO Angry Birds Nike Football Samsung Mobile GoPro 281 M 1 529 M 171 M 347 M 460 M 978 M 1 940 M 548 M 702 M 795 M + 697 M + 411 M + 377 M + 355 M + 335 M + 248 % + 27 % + 220 % + 102 % + 73 %
  9. YOUTUBE TOP PERFORMERS Nike Football nearly doubled its subscriber base over the last year TOP 5 Brands by Subscribers Growth Brand April 2014 April 2015 Absolute Growth Relative Growth GoPro Nike Football PlayStation Red Bull Ubisoft 1 849k 1 136k 2 385k 3 446k 948k 2 985k 2 105k 3 205k 4 206k 1 443k + 1 136k + 970k + 820k + 760k + 494k + 61 % + 85 % + 34 % + 22 % + 52 %
  10. 0 75 150 225 300 375 2 500 000 5 000 000 7 500 000 10 000 000 12 500 000 YOUTUBE – OVERALL UPLOADS AND VIEWS Interactions on YouTube videos continue to climb, but brands are clearly shifting strategies as uploads have leveled out since Q3 2014 YouTube Total Stats Average of Total Uploaded Video Views (right axe) Average of Total Views (left axe) Apr 2013 Oct 2013 Apr 2014 Oct 2014 Apr 2015
  11. 71 % 14 % 6 % 5 % 3 % 1 % Photo Link Album Video Status Others FACEBOOK POST TYPES Photos remain the most common post type on the platform and receive 82% of all interactions 5% of posts are videos Post Types for All Posts
  12. 0 600 1200 1800 2400 3000 FACEBOOK VIDEO – PROMOTED POSTS In January 2014, YouTube links were promoted 2x more than native FB videos A year later, things have shifted – drastically Number of Promoted Video Posts Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Facebook YouTube
  13. 0% 20% 40% 60% 80% 100% INTERACTIONS ON VIDEO POSTS Facebook videos are shared more than YouTube links. Given changes to the News Feed, shareability is even more important than before Distribution of Interactions Facebook YouTube Shares Comments Likes
  14. 0% 3% 5% 8% 10% 13% ORGANIC REACH BY POST TYPE ON FACEBOOK Organic fan reach for Facebook native video is 3x higher than YouTube Average of Relative Organic Fan Reach Facebook YouTube
  15. 0 20 40 60 80 100 BRANDS ARE ADJUSTING GoPro was posting videos from both platforms simultaneously – that changed quickly GoPro – Post Count Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 2015 Facebook YouTube
  16. 0 20 40 60 80 100 PUBLISHERS ARE ADJUSTING BuzzFeed adopted native Facebook quickly and ramped up. BuzzFeed – Post Count Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 2015 Facebook YouTube
  17. 0% 20% 40% 60% 80% 100% MICRO VIDEO – MEDIA VS. BRANDS Instagram is still a photo platform, but 5% of all posts for brands and 11% for media is still a lot of videos Post Type Distribution on Instagram Image Video Brands Media
  18. 0.0% 0.8% 1.6% 2.4% 3.2% 4.0% Image Video MICRO VIDEO – MEDIA VS. BRANDS Images garner higher levels of engagement for both brands and media Average Post Engagement Rate on Instagram Media Brands
  19. 300 600 900 1 200 1 500 TWITTER VIDEO YouTube videos remain the most-commonly shared videos on Twitter TOP 500 Brands – Number of Videos Posted Vimeo Twitter YouTube Vine Jan 2015 Feb 2015 Mar 2015 Apr 2015
  20. 125 000 250 000 375 000 500 000 625 000 TWITTER VIDEO Despite that, Twitter videos received the most interactions TOP 500 Brands – Total Video Interactions Jan 2015 Feb 2015 Mar 2015 Apr 2015 Vimeo Twitter YouTube Vine
  21. THANK YOU! #Engage2015

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