NEW YORK, Aug. 1, 2016 /PRNewswire/ -- Digital benchmarking firm L2 today released the second annual Intelligence Report: Video 2016. The report addresses the one size fits none issue with social video platforms. 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.
Evan Neufeld, VP of L2's Intelligence Group, notes that "with its evolving set of platforms, consumer usage cases, advertising models, and content generation best practices, digital will make successful brands work harder than ever before to maximize the impact of video."
The report—which evaluates the performance of 200 brands in seven categories across the key video platforms of YouTube, Facebook, Instagram, and Snapchat—provides insights relating to the comparative impact of these platforms.
View a video overview of L2's findings here.
Key findings from L2's report include:
- Mobilization of Video: The overall trend favors shorter videos, likely due to a shift towards mobile video viewing. On Facebook, videos that are less than 15 seconds have an average engagement rate nearly double that of videos between 30 and 60 seconds.
- Frequency Matters: Adjusting the frequency of posts is a key variable that can help drive engagement at a relatively low cost. A consistent publishing cadence should be maintained on Snapchat and Instagram, while YouTube and Facebook lend themselves to more sporadic, tentpole content.
- Importance of Influencers: Leveraging influencers is a cost effective way to increase the uptake and adoption of content. YouTube influencers' audience size continues to grow and are beginning to rival that of popular TV shows. Influencers' viewers are also more engaged—the average beauty influencer video receives 4x the engagement of the average beauty brand video on YouTube.
- Targeting Capabilities: While some brands may focus on building mass reach, hyper-targeted audiences can also be found, particularly on YouTube, Facebook, and Instagram.
- No Free (Organic) Lunch: Scaled reach on YouTube requires paid media online (via YouTube in-stream advertising) or offline (via national TV advertising). Successful brands have invested in YouTube's ad offerings or leveraged television to amplify their content.
"No clear winner has emerged among the major social video platforms," said Taylor Malmsheimer, Senior Research Associate at L2. "Each platform continues to evolve its offerings, and savvy brands will continue to deploy content across platforms, leveraging each platform's respective strengths rather than putting all their eggs in one basket."
The report features case studies on brands including but not limited to: Adidas, Amazon, Calvin Klein, Chanel, Charlotte Tilbury, GoPro, Kate Spade, Old Spice, and Sephora.
Download a complete copy of the Video 2016 Intelligence Report here.
L2 benchmarks the digital performance of over 1,800 brands across 14 industries globally. Our proprietary Digital IQ Index® is the global standard for measuring digital competence. We analyze 1,250 data points across site & ecommerce, digital marketing, social media, and mobile to provide brands with actionable, data driven insights on their digital performance.
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