What goes into making a popular branded video for social channels Even with a successful formula, there are certain factors to consider — like the fact that Facebook video performs in a different way than YouTube.
A new report from digital video analytics company Tubular breaks this down in the infographic below, explaining how performance differs between YouTube and Facebook’s video service, according to DigiDay.
One example of this is Air France’s “France Is In the Air” video, which is located below. It’s become one of the more popular ads on YouTube, with more than 17.8 million views since its debut earlier this month. Meanwhile, over on Facebook, a new clip from Marvel’s forthcoming Avengers: Age of Ultron movie was highly popular, with 9.4 million views from a single day of posting last week.
“There was obviously significant spend behind (the Air France Video), because you see there was only a tiny amount of (likes, comments and shares),” said Allison Stern, vice president of enterprise for Tubular Labs. Bigger paid promotion led to a smaller rate of engagement, according to the report.
Longer shelf life for promotional videos was also noted, with top examples — including Air France, along with Durex and Samsung — continuing to be popular. “On the YouTube side, you get repeat winners,” explained Stern. “You see longevity in the videos.”
Facebook ad campaigns are popular as well — and an interesting note in the report pointed out that the second and eighth most-watched videos for the week were for the social site itself. Promoting friendship through these ads could be a smart move for the site, since it relies so heavily on friends finding one another through it anyway.
There seems to be a larger engagement rate on Facebook than on YouTube, with the ability to not only like a video, but also comment on it and share it with friends. There’s a higher level of interactivity, compared to simply viewing and posting links from a YouTube-posted video, according to the report.
YouTube still has the lead in brand videos, though, with 30 percent of the top 100 videos for January 2015 coming from publishers, and 17 percent coming from brands, according to Stern. Facebook’s numbers are smaller than those, with 25 percent from publishers and a measly one percent from brands.
The infographic featured below breaks down the power of branded video across both sites. These include advertisements for Age of Ultron, as well as the premiere for the new film Pixels, Sony’s exclusive new series Powers, and other examples.