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Spotlight on Social VideoDecember
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 December 2012, it represents 268 videos and 103 brands for the UK, with videos of 50,000+ views analysed.
Top sectors based on publication of videos
19%
13%
10%
10%9%
6%
6%
5%
4%
4%
17%
Share of number of videos published Technology
Drinks
Automotive
Media
Entertainment
Fashion
Games
Internet
Retail
Travel
Other
Source : Ebuzzing Social Video Chart, December 2012
Top sectors based on share of views
46%
17%
9%
8%
5%
4%
3%2%2% 1%
3%
Share of video views Travel
Media
Technology
Internet
Fashion
Entertainment
Automotive
Drinks
Games
Luxury
OtherShare of views = Total views by sector/ Total views
Source : Ebuzzing Social Video Chart, December 2012
Top sectors based on share of Facebook interactions
30%
24%11%
8%
7%
6%
3%3%
3%2%3%
Share of Facebook interactions Media
Travel
Internet
Technology
Automotive
Fashion
Entertainment
Luxury
Drinks
Retail
Other
Share of Facebook interactions = Interactions on Facebook for a sector /Total interactions on Facebook Source : Ebuzzing Social Video Chart, December 2012
Top sectors based on Facebook interaction rate
Servi
ces
Retail
AutomotiveFM
CGLu
xury
Restau
rant
Sport
Media
Internet
Drinks
Fash
ion
Averag
e
Tech
nology
Enter
tainmen
tTra
vel
Health
& Bea
uty
Finan
ce
Games
18.1%17.6%
5.5% 4.9% 4.9% 4.8% 4.6% 4.2%3.2% 3.0% 2.7% 2.4% 2.1% 2.0%
1.3% 1.1% 1.1% 0.9%
Interaction rate
Interaction rate = Interactions on Facebook/ Number of views
Source : Ebuzzing Social Video Chart, December 2012
Average video length for all videos studied
434
369340 333
280
178 177145 133 121 120 117 111 107
84 80 6942
Length of video by sector (in seconds)
Source : Ebuzzing Social Video Chart, December 2012
Top brands based on share of total views
SonyBurberry
NintendoFiat
Lionsgate FilmsMotorola
Red BullDreamworks
FootlockerVictorias Secret
SamsungGoogle
Time WarnerTurkish Airlines
1%1%1%1%1%1%2%2%2%
4%5%
8%16%
44%
Share of total video views
Share of views = Total views of a brand / Total views
Source : Ebuzzing Social Video Chart, December 2012
Top brands based on share of Facebook interactions
Diesel
Sony pictures
Footlocker
Sony
Porsche
Snickers
Chanel
Red Bull
Fiat
Victorias Secret
Samsung
Turkish Airlines
Time Warner
1%1%1%1%1%1%
2%2%
3%4%
5%11%
22%29%
Share of Facebook interactions
Share of Facebook interactions = Interactions on Facebook for a brand/Total interactions
Source : Ebuzzing Social Video Chart, December 2012
Top brands based on Facebook interaction rate
Facebook interaction rate = Interactions on Facebook/ Number of video viewsBMW
H&MOakley
BushmillsFerrari
BabolatCapital One
Cathay PacificLacosteOdeon
Air France KlmLe cirque du soleil
ChanelSnickers
9.9%10.8%10.8%
12.9%15.1%16.2%18.1%
21.8%28.0%29.6%29.6%
39.0%53.9%
88.4%
Source : Ebuzzing Social Video Chart, December 2012
