Digital benchmarking firm L2 Inc. recently released the results from its 3rd annual Intelligence Report: Video 2017, which analyzes 60,000 videos and 293 video campaigns for 201 brands, surveying videos deployed throughout social, site, mobile, and TV.
“Social platforms have emerged as a vital component of a strong digital video strategy,” said Mike Froggatt, director of intelligence research at L2, in a news release. “Despite the fact that a slim majority of brands deploy on all four major video platforms, best-in-class brands are aware that each platform has a distinct value proposition and a different path to success. Content must be created and deployed on a campaign and platform-specific basis.”
Key findings from L2’s report include:
Organic vs. paid reach
Each social platform has a unique set of KPIs that brands should be aware of when building their platform strategies. For example, Facebook provides brands with unmatched reach, while YouTube offers slightly higher organic view rates for brands across sectors. Activewear brands enjoy the highest organic view rate on YouTube at 24 percent, followed by Consumer Electronics (23 percent), Retail (19 percent), and Luxury brands (17 percent).
Instagram, the engagement behemoth
In Q1 2017, the average brand received 18.8 million views on Facebook, compared to 14.8 million on YouTube and 5.2 million on Instagram. However, video engagement on Instagram (16 percent) far surpassed both Facebook (1.5 percent) and YouTube (0.3 percent) during the same time period.
The Halo Effect
Brands that make large investments in TV advertising can enjoy a halo effect of organic interest on digital sites. Nike’s February 2017 Equality campaign earned an impressive 57 percent organic view rate across digital platforms, including nearly 4 million organic views on Facebook in the days and weeks following the initial paid post.
“Leader brands are working to ensure that their video assets are optimized across channels and ultimately promote sales,” said Evan Bakker, senior research associate at L2, in the release. “While social media operates primarily as a top-of-funnel awareness driver, linking video content on these platforms to e-commerce enabled brand sites or retail partners can help brands guide browsers closer to purchase.”
The report features case studies on brands, including Samsung, Adidas, Louis Vuitton, Ford, Tide, Coach, and Beats Electronics, tracking brands across Activewear, Auto, Beauty & Hair Care, Consumer Electronics, CPG, Financial Services, Luxury, Retail, and Travel, and highlighting best practices for maximizing reach and engagement through platform and spend strategies.
