Social media is changing the way brands use online advertising. One of the most striking examples of this change is social video, where users opt-in to view videos on their own, and then share them or take other actions. Unlike pre-roll, expanding banners, and other interruptive video units, social video puts users in control. This new structure challenges long-held beliefs about the efficiency of traditional reach-and-frequency spending, and it has made social video one of the hottest new segments of online advertising. Some recently released data that shed light on social video trends and usage patterns. The study was based on a sample of more than 13 million user-initiated video views between January 1, 2011 and September 30, 2011. The views were a result of social video campaigns created for Fortune 500 brands across a number of vertical categories, including consumer packaged goods, apparel, consumer technology, retail, luxury products, fashion and beauty, sports and fitness, and auto.
Key insights from the study:
Humor works
Humorous videos are prominent within the social video space, accounting for four-in-10 campaigns. Those who watch a humorous video are more than three times more likely to click to a brand's Facebook page after viewing than those who watch other types of social video content.
Celebrities don't guarantee engagementOnly one-in-10 social video campaigns feature a TV or movie personality, and they are actually less effective at driving brand interactions than non-celebrity videos. Celebrity videos drive 12 percent fewer visits to brands' Facebook pages than non-celebrity videos. This data may indicate that those who watch celebrity videos are more interested in the famous personas than the brands behind them.
Short and long-form are most effective
Fifteen-second videos produce the best click-through rates, but they are used least. Only 10 percent of videos are 15 seconds or less, yet they are 153 percent more effective than videos between 16 seconds and one minute.
Videos of 60 seconds or more are the second-most effective format, outperforming videos between 16-60 seconds by 70 percent. This may indicate that 16 second-to-one-minute videos are not enough time to tell an engaging story.
Girl power growsAccording to our first study released in January and based on 2010 data, women accounted for nearly 57 percent of social video views. In 2011, that number has grown to 63 percent.
While 18 to 44 year-olds dominate, younger people are gaining interest
Sixty percent of video watchers are between the ages of 18 to 44, while viewers between 12 and 17 years-old increased by 48 percent since the beginning of 2011.
Facebook page trafficThe social video opt-in environment is more effective in driving post-view engagement than interruptive video units, such as pre-roll. Users who opt-in to watch social videos are more than three times as likely to interact with a brand after the view, compared to pre-roll, according to the YuMe Video Advertising Metrics reports in 2010 and 2011. Social videos are notably effective in driving users to a brand's Facebook page. "Join a brand on Facebook" is the single most popular post-view interaction, accounting for 40 percent of all post-view activity.
Social video completionSocial video programs deliver completion rates that are significantly higher than pre-roll. On average, 64 percent of users served a 30-second pre-roll video watch to completion. In contrast, 95 percent of users who opt-in to a social video of the same length watch to the end.
Social video is rewriting the advertising rules of engagement. While the vast majority of online video advertising is still interruptive, the data above illustrate the benefits of respecting consumers and meeting them on their own terms. It will be fascinating to watch the medium evolve in 2012 and beyond.- iMediaConnection
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