Although 65 percent of Web users access videos directly and 30 percent discover them via search, the users who are most likely to complete watching those videos come from Facebook (3 percent), Twitter (1 percent), and other social networks (1 percent), according to The U.S. Digital Video Benchmark, which was released by Adobe Wednesday.
Adobe Digital Index Senior Manager Tamara Gaffney told AllFacebook:
If you’re a media company, and you want to post videos or clips in social media, you will see much higher engagement rates and finishing rates when referred by network via social media.
Adobe also found that:
- Facebook dominates social referrals, accounting for 75 percent of them in the fourth quarter of 2012, but Twitter (16 percent) is three times more likely to refer to videos than to other types of content.
- Video social engagement soared to 70 percent in 2012 from 42 percent in 2011.
- The viral reach share of videos was 77 percent in the fourth quarter of 2012, up from 55 percent in the first quarter of that year.
Offering more video content is one key to unlocking the value of social media. Brands should create more video for use in social marketing, and publishers should increase social media marketing efforts to attract more engaged digital video viewers.
Readers: How often do you view videos that you discover via Facebook?
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