Ebuzzing

Each month Ebuzzing scans social media to retrieve information about videos published by brands. The barometer is a comprehensive tool for advertisers and provides an overview of video performance across many brands and sectors.

Unsurprisingly, the Hgh Tech sector published the most videos, accounting for over 25% of the total videos published in September. This was followed by the Entertainment sector which accountered for 12% and the Automotive industry with 7%.

 

With regards to share of views the High Tech sector again comes in first place with 24% of the total views throughout September. This is followed by the luxury sector which headed into second place with 13% of total views thanks to an extremely successful campaign by Guerlain for their new perfume, La petite robe noire. In joint third come the Games and Entertainment sectors, both claiming 11% of the total views.

The sector with the highest proportion of social interaction, or in other words the most comments, shares and ‘likes’, is Entertainment with 1/5 of all social interactions. Entertainment is closely followed by the High Tech sector with 17% and the Automotive industry with 12%.

 

The restaurant industry was the sector with the highest interaction rate with 4.7% conversion rate of views to Facebook interactions. This was then followed by the Telecom sector with 3.6% and the Entertainment sector with 3.5%.

 

Interestingly, the average video length is around the three and a half minute mark. However, those which focus on the internet were on average 25 minutes long while the fashion and luxury sectors tend to post much shorter videos of about 140 and 100 seconds respectively.  

Just ten brands account for 42% of the total views during September. Far ahead of the pack is Nokia with 11% of the share of views, followed by Christian Dior with 6% and Samsung with 5%.

Regarding social interactions the ever successful Coca-Cola leads the way with 7% of total social interactions. As the campaign only received 2% of the total views the social interaction rate is even more interesting. In a tie for second place are Samsung and Gucci with 6%.

The top brand by interaction rate is Ralph Lauren with a conversion of views to Facebook interactions of 20.5%. Chanel follows closely in second place with 18.5% and Ben & Jerry’s finds itself in third place with 17.5%.

This September, we focused on the Health & Beauty sector to see who the top publisher was and who is the most engaging brand. 

The Health & Beauty sector was dominated by Herbal Essences who published 46 videos and Gillette who published 40. Occitane came in third place after publishing 16 videos.

The prize for the most engaging Health & Beauty brand goes to Nu Skin which was the out and out winner with a huge 59% of the total interaction rate. Nu Skin was then followed by Aveda and Clinique who received 16% and 14% respectively.

Watch this space for October's Social Barometer!