Spotlight on Social Video November
2012
About the Spotlight on Social Video
• Ebuzzing scans social platforms to retrieve metrics about videos published by brands each month.
• We produce a video ranking based on a proprietary algorithm in 5 countries (UK, France, Germany, Spain and Italy). The algorithm incorporates numerous parameters including number of views, Facebook interactions (Likes + Shares + Comments), Twitter mentions and backlinks.
• We extract general information from this database to give an overview of publishing activity by brand and sector.
• In November 2012 it comprises of 348 videos and 105 UK brands for the UK. Only videos with 50,000+ views are analysed.
Top sectors based on publication of videos
24%
17%
15%
7%
7%
7%
5%
4%
3% 11%
Share of Published Videos Technology
Gaming
Drinks
Entertainment
Retail
Sport
Health & Beauty
Automotive
Luxury
Other
Source : Ebuzzing Social Video Chart, November 2012
Top sectors based on share of views
22%
19%
12%
11%
10%
9%
4%
4%
3% 6%
Share of video views Gaming
Luxury
Technology
Sport
Drinks
Entertainment
Health & Beauty
Retail
Internet
Other Share of views = Total views by sector/ Total views
Source : Ebuzzing Social Video Chart, November 2012
Top sectors based on share of Facebook interactions
27%
20%
12%
9%
8%
6%
5%
5%
2% 5%
Share of Facebook interactions Drinks
Luxury
Technology
Entertainment
Finance
Gaming
Sport
Retail
Automotive
Other
Share of Facebook interactions = Interactions on Facebook for a sector / Total interactions on Facebook Source : Ebuzzing Social Video Chart, November 2012
Top sectors based on Facebook interaction rate
8.2%
5.8%
4.7%
3.7% 3.2%
2.7% 2.2% 2.2% 2.1% 2.1% 2.0%
1.0% 0.9% 0.7% 0.6%
0.3% 0.09% 0.07%
Interaction rate
Interaction rate = Interactions on Facebook/ Number of views
Source : Ebuzzing Social Video Chart, November 2012
Average video length for all videos studied
1207
394 322
238 208 196 147 133 130 113 99 97 91 88 87 68 54 44
Length of video by sector (in seconds)
Source : Ebuzzing Social Video Chart, November 2012
Top brands based on share of total views
2%
2%
2%
2%
3%
4%
4%
5%
6%
7%
8%
9%
9%
11%
Apple
Ubisoft
Footlocker
Microsoft
Sony
Nike
Dreamworks
FIFA
Christian Dior
Nintendo
Rockstar Games
Red Bull
Louis Vuitton
Share of total video views
Share of views = Total views of a brand / Total views
Source : Ebuzzing Social Video Chart, November 2012
Top brands based on share of Facebook interactions
2%
2%
2%
2%
2%
2%
3%
3%
4%
4%
5%
7%
8%
27%
ATP
FIFA
Dreamworks
Nike
Samsung
Universal Pictures
Victorias Secret
Christian Dior
Microsoft
Cartier
Louis Vuitton
John Lewis partnership
Chanel
Red Bull
Share of Facebook interactions
Share of Facebook interactions = Interactions on Facebook for a brand/Total interactions
Source : Ebuzzing Social Video Chart, November 2012
Top brands based on Facebook interaction rate
Facebook interaction rate = Interactions on Facebook/ Number of video views 8.3%
8.7%
9.7%
10.9%
11.2%
11.6%
11.8%
12.1%
12.2%
12.6%
12.7%
13.2%
13.5%
28.1%
Credit Suisse Group
Turkish Airlines
Ducati
Paramount
Asda
John Lewis partnership
Coca Cola
Warp Records
Disney
Cartier
Monster Energy Drink
Porsche
Spotify
Chanel
Source : Ebuzzing Social Video Chart, November 2012
Early Christmas Social Videos
November 2012
About the Early Xmas Social Video Study
• Each month Ebuzzing scans social platforms to retrieve metrics about videos published by brands.
• During November we identified the Top 10 Christmas themed social videos from the Retail sector.
• This study compares the impact each video made in November, and shows the most popular Christmas social videos based on their Views, Facebook interactions and Facebook interaction rate.
• Whilst this study offers a great insight into the leading Christmas themed retail social videos, we must note that brands have launched their videos at various times, and as such this study provides an indication for their success that may fluctuate during December.
• The Top 10 Videos, from total views were: John Lewis - The Journey - http://www.youtube.com/watch?v=0N8axp9nHNU Cartier - Winter Tale - http://www.youtube.com/watch?v=9RZPmKC2c2o Boots - Let's Feel Good - http://www.youtube.com/watch?v=xao1o8ARRnQ Argos - I Can Shop From Here - http://www.youtube.com/watch?v=HTOOctyxOLg Debenhams - Christmas Made Fabulous - http://www.youtube.com/watch?v=ugBCrkRvTwA M&S - The Greatest Hits This Christmas - http://www.youtube.com/watch?v=nvtQslFoTOw Asda - Behind Every Great Christmas There's Mum - http://www.youtube.com/watch?v=QiTuiYtaMV4 Gap - Love Comes In Every Shade - http://www.youtube.com/watch?v=rrpH2-gv8zM Coca-Cola - Together We Make The Magic Happen - http://www.youtube.com/watch?v=RE4ws7B7yTg Coca-Cola - Holidays Are Coming - http://www.youtube.com/watch?v=kr7h8crYAYQ
Top Xmas videos in November based on share of views
45%
22%
13%
5%
4%
4% 3%
1% 1% 1% John Lewis
Cartier
Boots
Argos
Debenhams
Marks & Spencer
Asda
Gap
Coca Cola (New)
Coca Cola (Old) Share of views = Total views by sector/ Total views
Source : Ebuzzing Social Video Chart, November 2012
Top Xmas videos in November based on Facebook interactions
59.1%
31.6%
4.0%
1.8% 1.3% 0.6% 0.5% 0.4% 0.4% 0.4% John Lewis
Cartier
Asda
Coca Cola (Old)
Coca Cola (New)
Boots
Argos
Debenhams
Marks & Spencer
Gap
Share of Facebook interactions = Interactions on Facebook for a video/ Total interactions on Facebook Source : Ebuzzing Social Video Chart, November 2012
Top Xmas videos in November based on Facebook interaction rate
Facebook interaction rate = Interactions on Facebook/ Number of video views 0.4%
0.8%
0.9%
1.0%
2.7%
9.5%
11.2%
11.6%
12.6%
14.3%
Boots
Argos
Debenhams
Marks & Spencer
Gap
Coca Cola (New)
Asda
John Lewis
Cartier
Coca Cola (Old)
Source : Ebuzzing Social Video Chart, November 2012