Social video pie chart: YouTube is kingSocial media presents great opportunities for brands, both large and small, to reach their audience. But what to publish? Which social media networks present the best opportunities?

Brightcove, an online video technology firm, recently  surveyed over 5,500 consumers of how they use social media. The results for how well social video moved the consumer to buy were astounding. Here are some of the key findings in the survey along with my own opinion of what the statistics are pointing to.

46% of viewers made a purchase as a result of watching a branded video on social media.

That’s almost half of viewers, that’s a huge percentage. Particularly when you factor in that another 32% considered doing so.  It doesn’t specify where the viewer was in their decision making process, but clearly video is moving the needle.

81% of consumers currently interact with brands on social media

This is an important stat for any stakeholders who don’t believe people interact with brands on social media. If you’re still getting pushback, these stats don’t lie. On top of that, 43% do so through watching branded video. Which could potentially help you get your video production budget increased. If not then maybe this next stat will…

79% say video is the best way to learn about a brand online.

This stat is pretty telling of how powerful video is for brands. When asked for their number one choice of branded content on social networks, video was the most popular answer at 31%. Compare that to written copy 22% and images at 26%. Video engages more of the viewers senses  allowing you to connect with the audience on a deeper level.

Half of social video views take place on YouTube

Regardless of what Facebook would have you believe; YouTube is still the video giant in the room.  The image included above is a visualization of this stat. Facebook comes in a distant second at 36%. The remaining 14% is divided between social networks like Snapchat, Twitter and Instagram. This is because when researching products or brands, most people go to Google or YouTube first.  In fact, “how to” searches on YouTube are up 70% year over year. For engagement though, Facebook comes out ahead. Consumers are more likely to share (44%) or comment on (32%) a good social video. To me, this implies more passive but engaging video content is what you should be using on Facebook. You’re looking to pique curiosity with snackable content.  On YouTube they are looking for answers; they are doing their research.  So you can be a bit more direct content as that is where viewers are going who have more intent.

The results from this survey are pretty amazing and these statistics are only going to continue to go up. It included other tidbits like U.S. consumers watch about 49 minutes of social video daily. Also that 67% watch more video on social sites like Facebook, Twitter and Snapchat than they did a year ago.  I’d be lying if I said I didn’t have a vested interest in video, but that’s only because it works so well. These statistics are illustrating how well video can work for brands utilizing it as part of their social strategy.


Eric Guerin is the founder of Adelie Studios. He chooses to use his creative powers for good and not evil by helping businesses to better market themselves using animated marketing videos. He can easily be bribed with coffee. Read more of Eric’s posts.