THE STATE OF SOCIAL VIDEO презентация

& YouTube are uploading 4x more videos natively on Facebook

Volume of Content Uploaded

full effect. Brands have all but stopped posting YouTube videos on Facebook – opting for native publishing instead

Number of Posts

than YouTube videos posted to Facebook

Total Interactions

better than videos from all other platforms

Total Interactions

at the forefront of social – their shift to native video has been even more pronounced

Share of Video Posts

of Interactions on YouTube links than brands on Facebook, but the overall picture is the same

Total Interactions

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 %

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 %

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)

most common post type on the platform and receive 82% of all interactions
5% of posts are videos

Post Types for All Posts

2x more than native FB videos
A year later, things have shifted – drastically

Number of Promoted Video Posts

Given changes to the News Feed, shareability is even more important than before

Distribution of Interactions

Facebook
YouTube

native video is 3x higher than YouTube

Average of Relative Organic Fan Reach

that changed quickly

GoPro – Post Count

Post Count

but 5% of all posts for brands and 11% for media is still a lot of videos

Post Type Distribution on Instagram

Brands

Media

for both brands and media

Average Post Engagement Rate on Instagram

Brands – Number of Videos Posted

Brands – Total Video Interactions

Facebook for the first time in November 2014.
Brands & media are posting much more Facebook native videos, promoting them, and seeing higher levels of engagement on the platform.
YouTube is still a valuable channel for brands and media, but native video on Facebook, Twitter, and Instagram is eating into its share externally.
Major brands are still expanding on YouTube, with increased viewership and solid subscriber growth