Social Video Yields 30 Percent Additional Media Value
A new study provides evidence that social video programs consistently deliver “earned media” results.
In the study, social video platform Jun Group defines earned media as a series of actions that users initiate after watching a social video. These post-view actions include Facebook page visits, brand page visits, store locator usage, coupon and recipe downloads, tweets, email shares, replays and clicks to watch more videos.
The study placed a monetary value on each action based on industry data. A visit to a brand’s Facebook page, for instance, is valued at $1 in the study, which is on the low end of pricing for cost-per-click advertising.
Once the values were assigned, Jun Group analyzed 7.9 million social video views for brands across a number of vertical categories such as consumer packaged goods, health and beauty, sports, technology and luxury goods. Videos ranged in length from 15 seconds to 3 minutes, and users opted-in to see them in exchange for virtual goods or currency.
All of the earned media activity measured by the study was generated after users received their virtual rewards.
“Earned media is no longer a viral video fantasy,” says Mitchell Reichgut, founder and CEO of Jun Group. “It is now a viable paid-media strategy that consistently delivers measurable results for everyday brands.”
According to the study, the average social video campaign delivered 30.1 percent of additional media value above-and-beyond the media spend. In other words, clients that spent $100,000 with Jun Group in 2011 received over $130,000 of value on average.
Facebook page visits were by far the most popular earned media action, representing 62 percent of all post-view activity. Brand-specific actions such as store locator usage, brand page visits, etc., were the next most popular actions, accounting for 15 percent of the post-view activity. Surprisingly, tweets were the least popular action, representing approximately one percent of the post-view activity.