What Makes An Effective Social Video Campaign…And What Doesn’t

SOCIAL VIDEO DELIVERS How Advertisers Are Using (And Not Using) Video On Social Networks HUMOROUS VIDEOS are prominent within the social video space, and they are effective. 4 in 10} SOCIAL VIDEOS ARE HUMOROUS. HAHA Those who watch a HUMOROUS VIDEO are more than 3 times as likely to click to a brand's Facebook page after viewing than those who watch other types of video content. LOL % OF USERS WHO GO TO BRAND'S FACEBOOK PAGE 2.47% 0.76% NON-HUMOROUS HUMOROUS VIDEO VIDEO OCELEBRITIES 12% CELEBRITY VIDEOS DRIVE 12% FEWER VISITS TO BRANDS' FACEBOOK PAGES THAN NON-CELEBRITY VIDEOS. DON'T GUARANTEE ENGAGEMENT % OF VIDEOS WITH A CELEBRITY ONLY 1 IN 10 CELEBRITY social videos feature a TV or movie personality NO CELEBRITY 15 SECOND videos are used least, but they produce the best clickthrough rates in the social video space. 61+ SECOND videos account for half of all social video traffic, and they are the second most effective format after 15 seconds. ONLY 10% of videos are 15 seconds or less, yet they are 153% more effective than videos between 16 seconds and one minute. 16-60 SECOND VIDEOS ideos over one-minute long. are 41% less effective than LENGTH BREAKDOWN 10% 6% 5% 29% 4% 49% 3% 12% 2% 1% 15 seconds or less views 0% 16-30 second views :15 or Less :16-:30 :31-:60 :61+ 31 to 60 second views % who interact after the view, (i.e. click to a website, use a store locator, rate, share, etc.) 61+ second views dominate the social video space, while teenage FEMALES users are on the rise. 63%}: OF ALL VIDEO VIEWS ARE FROM FEMALE USERS. OF VIDEO WATCHERS ARE 18& 44 60%} BETWEEN THE AGES OF 12-17 YEAR-OLD USER BASE HAS INCREASED BY 48% SINCE THE BEGINNING OF 2011. AGE / GENDER 2% 7% 12-17 years old 18-24 years old 11% 32% 63% 25-34 years old FEMALES 20% 35-44 years old 37%TT 45-54 years old 28% MALES 55-65 years old environment is more effective in driving O SOCIAL VIDEO OPT-IN post-view engagement than interruptive video units, such as pre-roll. 3X Users who opt-in to watch social videos are more than three times as likely to interact with a brand. 40% 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% of all post-view activity. deliver completion rates O SOCIAL VIDEO PROGRAMS that are signiticantly higher than pre-roll. 95% On average, 64%* of users served a 30-second pre-roll video watch to completion. In contrast, 95% of users who opt-in to a social video of the same length watched to the end. 98% 5% 100% 94% 90% 88% 4% 80% 72% E 64% 61% 3% 60% 2% 40% 1% 20% 0% 0% % who click to a website, use a store locator, rate, share, etc. 15 Seconds 30 Seconds 30+ Seconds 61+ Seconds. O Opt-in O Standard Pre-roll Opt-in O Pre-roll *YuMe Video Advertising Metrics Reports l'10, '11) Jun Group | NYC: 212.692.9500 LA: 323.337.9014 CHI: 773.209.4339 | [email protected] © Copyright 2011 Jun Group Productions