engage prague 2015: jim edwards, business insider
TRANSCRIPT
THE STATE OF SOCIAL VIDEOby
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
Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 2015
5 000
10 000
15 000
20 000
25 000
Facebook YouTube
Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 2015
Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 2015
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
Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 2015
4 000 000
8 000 000
12 000 000
16 000 000
20 000 000
Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 2015
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
Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 20150%
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
Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 2015
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
Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 20150%
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
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 %
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 %
Apr 2013 Oct 2013 Apr 2014 Oct 2014 Apr 2015
2 500 000
5 000 000
7 500 000
10 000 000
12 500 000
0
75
150
225
300
375
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
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
Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 20150
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
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
YouTube
Shares Comments Likes
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
Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 20150
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
Jan 2014 Apr 2014 Jul 2014 Oct 2014 Jan 2015 Apr 20150
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
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
Image Video0.0%
0.8%
1.6%
2.4%
3.2%
4.0%
MICRO VIDEO – MEDIA VS. BRANDS
Images garner higher
levels of engagement
for both brands
and media
Average Post Engagement Rate on Instagram
Media Brands
Jan 2015 Feb 2015 Mar 2015 Apr 2015
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
Jan 2015 Feb 2015 Mar 2015 Apr 2015
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
THANK YOU!
#Engage2015