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

Facebook

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