september's uk social video chart
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Social Video Chart
September 2012
About the Social Video Chart
• Ebuzzing scans social platforms each month to retrieve metrics about videos published by brands.
• We produce this chart in EU5 (UK, France, Germany, Spain and Italy) as a video ranking based on a proprietary algorithm, incorporating numerous parameters including the number of views, interactions on Facebook (Likes + Share + Comments), mentions on Twitter, and backlinks.
• From this database we extract general information to give a view of the publishing activity by brand and sector
• In September 2012, this represents 3,269 videos and 403 brands for UK.
High tech is the top publising sector
25%
21%12%
7%
6%
5%
4%4%
3% 2%
Share of videos published High Tech
Other
Entertainment
Automotive
Games
Health & Beauty
Drinks
Fashion
Sport
Internet
Other
Source : Ebuzzing Social Video Chart, September 2012
Luxury features in the top 3 sectors
24%
13%
11%11%
8%
7%
5%
4%4%
8%
Share of views High Tech
Luxury
Games
Entertainment
Automotive
Drinks
Internet
Fashion
Sport
Other
Share of views = Total views by sector/ Total views
Source : Ebuzzing Social Video Chart, September 2012
Entertainment generates 1/5 of social interactions
20%
17%
12%10%
11%
5%
5%
5%
4%
12%
Share of choice Entertainment
High Tech
Automotive
Luxury
Drinks
Media
Games
Fashion
Sport
Other
Share of choice = Interactions on Facebook for a sector /Total interactions on Facebook
Source : Ebuzzing Social Video Chart, September 2012
Restaurants are the most engaging4.7%
3.6% 3.5% 3.5% 3.4% 3.3% 3.3%3.1%
2.9%2.5% 2.4% 2.4% 2.4%
2.0%
1.6% 1.4%
Interaction rate
Interaction rate = Interactions on Facebook/ Number of views
Source : Ebuzzing Social Video Chart, September 2012
The average video length is close to 4 minutes
1,498
320 283 275 233 227 220 197 190 189 168 164 143 141 124 112 109 106 106 81 73
Length of video by sector (in seconds)
Source : Ebuzzing Social Video Chart, September 2012
The first 10 brands represents 42% of total views
GucciOld Spice
Calvin KleinCoca Cola
Red BullSony
PradaVolkswagen
NintendoNational Geographic
GoogleSamsung
Christian DiorNokia
2%2%2%2%2%2%3%3%3%3%
4%5%
6%11%
Share of views
Share of views = Total views of a brand / Total views
Source : Ebuzzing Social Video Chart, September 2012
Coca-Cola generated the most social interactions
Disney
Duracell
Ford
Blackberry
Red Bull
H&M
Volkswagen
Nokia
National Geographic
Fox
Gucci
Samsung
Coca Cola
2%
2%
2%
2%
2%
2%
3%
4%
4%
4%
6%
6%
7%
Share of choice
Share of choice = Interactions on Facebook for a brand/Total interactions
Source : Ebuzzing Social Video Chart, September 2012
Top brands by interaction rate
Interaction rate= Interactions on Facebook/ Number of views Videos > 10 000 views
SnickersBing
CanonQuiksilver
FEDEXMercedes Benz
BlackberryRipcurl
AcerDuracell
last.fmBen & Jerry's
ChanelRalph Lauren
9.2%9.6%9.7%
12.0%12.2%
13.6%14.5%14.5%14.7%
15.8%16.9%
17.5%18.5%
20.5%
Source : Ebuzzing Social Video Chart, September 2012
Focus on Health&Beauty
Herbal Essences is the top video publisher
Herbal Essences
Gillette Occitane Revlon Procter And
Gamble
Aveda Babyliss Estee Lauder
Axe
46
40
1611 10 8
5 5 4
Number of videos published per brand
The analysis is based on 34 brands that published 208 videos in September
Source : Ebuzzing Social Video Chart, September 2012
Nu Skin is the most engaging brand
Interaction rate = Interactions Facebook for a brand/
Views for videos brand >1000 views
ClarisonicL'Oréal
OccitaneBourjois
Lush cosmeticsEstee Lauder
AxeThe Body Shop
CliniqueAveda
Nu skin
2%2%2%3%3%4%4%
13%14%
16%59%
Interaction rate
Source : Ebuzzing Social Video Chart, September 2012