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Social media and video “go together like a peanut butter and jelly sandwich,” said Tamara Gaffney, senior manager at Adobe Digital Index, “because they’re very sticky and they’re very complimentary to each other.”
Adobe’s 2013 Video Benchmark Report, released today, showed how incorporating video content in social media campaigns can help brands and media companies get better results.
In 2012, video social engagement rose from 42 percent to 70 percent compared to 2011, the study found.
But “for marketers and advertisers wanting to know how to unlock the potential on social,” Gaffney said, “it becomes very clear that one of the biggest levers that they’re not pulling as hard as they could is video.”
Getting the content can be a challenge for marketers — videos don’t produce themselves — but Gaffney said the increase in engagement and reach will be worth the effort.
According to the report, social media users are more than twice as likely to engage in video content than non-video content, meaning that videos get more likes, comments, and shares than photos, links, and text. Viral reach for video, which is measured by the number of people who see a post in their feeds through friends or a brand page, accounts for 77 percent of all reach on social media sites.
(This is also why Adobe animates its Video Benchmark Report with movement and sound instead of using a static infographic or a PDF file, added Gaffney.)
Even media companies, which often have plenty of video content to use in a social media campaign, have not fully embraced the medium. Adobe found that only 23 percent — less than a quarter — of media companies are putting videos on sites like Facebook and Twitter.
Facebook currently dominates the landscape with a 75 percent share of video referrals on social media.
While Twitter does not drive as much traffic, Twitter users are three times as likely to share a video as they are other types of media. Added Gaffney, “the impact of Twitter for media companies is more profound than for other types of companies in terms of driving clicks.”
This may explain why Twitter has invested more heavily in video tools like Vine, she said.
Social media can also impact the effectiveness of a video’s advertising placement in the beginning, middle, or end of the video. Post-roll ads, where media companies have the least amount of inventory, also have the highest click-through rates, said Gaffney, while pre-roll ads have the highest reach and mid-roll ads have the highest rates of completion.
While more people access a video directly, social referrals increase the chances of a user watching the video through to the end because people are more likely to share videos with their friends who will be interested in the content, she said.
Choosing where to place an ad will vary with each businesses’ goals, but in general, said Gaffney, “having a good, solid social media campaign that includes video really drives your business.”