State of Social Video, end 2015

1. SOCIAL VIDEO

2. ONE IN THREE
PEOPLE IN THE UK
VIEW AT LEAST ONE
ONLINE VIDEO A WEEK

3. OF THE 1 BILLION
VIDEO VIEWS A DAY
COME FROM MOBILE
65%

4. 59%OF THE UK
POPULATION HAVE
ACTIVE SOCIAL MEDIA
ACCOUNTS

5. 80% OF ALL
CONSUMER INTERNET
TRAFFIC IN 2019 WILL
BE INTERNET VIDEO
TRAFFIC, UP FROM
64% IN 2014
“
CISCO

6. 64% OF
MARKETERS
EXPECT VIDEO TO
DOMINATE THEIR
STRATEGIES IN THE
NEAR FUTURE
“
NIELSEN

7. MONTHLY ACTIVE USERS
1.5
BILLION
302
MILLION
400
MILLION
100
MILLION
40
MILLION
51% FEMALE
49% MALE
51% FEMALE
49% MALE
18-29
YEAR OLDS
13-34
YEAR OLDS
70% FEMALE
30% MALE
71% YOUNGER
THAN 25
90% OF USERS
UNDER 35
HIGH
PROPORTION
ARE FEMALE
40% BELOW
THE AGE OF 21
25-34
YEAR OLDS
18-24
YEAR OLDS
31M IN UK
25-34
YEAR OLDS
60% OF THE
UK HAVE A
FB ACCOUNT
57% FEMALE
43% MALE

9. OVERVIEW
8 BILLIONVIDEO VIEWS A DAY
(APRIL 2015)
A year or two
from now, we think
Facebook will be
mostly video
Ted Zagat
Ad Product Lead, Facebook
70%OF VIDEOS ON
FACEBOOK ARE BEING
UPLOADED DIRECTLY
(25% IN EARLY 2014)
NEW VIDEO PLATFORM
WILL LIVE WITHIN
FACEBOOK AND
SUGGEST VIDEOS
RELATING TO YOUR
INTERESTS, FRIENDS
AND ACTIVITY -
SEARCH MIGHT BE
ADDED IN THE FUTURE
NATIVE VIDEO GETS MORE REACH
THAN ANY OTHER TYPE OF POSTS
Over time,
we’ve seen that
people enjoy more
immersive content
in their News Feeds
Facebook
HAVE RECENTLY
LAUNCHED 360 VIDEO
AND LIVE VIDEO FOR
VERIFIED PAGES

10. OVERVIEW
25-34
YEAR OLDS
OF THE UK
HAVE A
FACEBOOK
ACCOUNT
60%
1.5 BILLION
USERS WORLDWIDE
31 MILLION
USERS IN THE UK
51%
49%

11. FACEBOOK VS YOUTUBE
8 BILLION NATIVE VIDEO VIEWS A DAY^ 7 BILLION VIDEO VIEWS A DAY*
91% INCREASE IN VIDEO VIEWS PER
PERSON (JAN 14/JAN 15)
9.9% DECREASE IN VIDEO VIEWS
PER PERSON (JAN 14/JAN 15)
SUGGESTS OTHER VIDEOS YOU MIGHT ENJOY
WILL SUGGEST VIDEOS RELATING TO
YOUR INTERESTS, FRIENDS AND ACTIVITY
WILL SUGGEST VIDEOS
BASED ON SEARCH
ALLOWS 360 VIDEO
ALLOWS YOU TO SAVE A VIDEO TO WATCH LATER
^Tech Crunch *TBC

12. BEST PRACTICE
FOCUS ON QUALITY FROM THE FIRST FRAME
Since videos auto-play silently in Feed, you should lead with imagery that
will catch a person’s eye from the very beginning
PREMIERE EXCLUSIVE VIDEO CONTENT
Post exclusive video content to your Page to reward them
with something that they can’t get anywhere else
PROVIDE CONTEXT
Set context by pulling out a key quote or moment from the
video as the copy of your post. This will help set
expectations for the experience ahead
OPTIMUM DURATION
The shorter, the better
Buzzfeed Video - 24 seconds, BBC News - 36 seconds
Generally it’s best practice to keep it under a minute (60 seconds)

13. BEST PRACTICE
ADD A VIDEO CALL-TO-ACTION
Use a call-to-action to invite people to visit
a destination of your choice after viewing
your video on Facebook. Examples for the
call-to-action include Learn More, Watch
More, Shop Now, and Sign Up.
TAG OTHER PAGES IN YOUR VIDEO POSTS
Tag the Pages of people that appear in your video or that you want to make
aware of your video to drive up organic distribution
REFINE YOUR STRATEGY WITH VIDEO INSIGHTS
For each video you post to your Page, you can view metrics like
video views, unique video views, the average duration people viewed
your video and audience retention. These metrics are designed to help
you learn what’s resonating with people and tune the length and
content for your video audience (Learn more here)

14. CASE STUDY: LEGO DUPLO
LEGO chose Facebook video over a TV campaign
They wanted to see how well the
platform could replace TV as the
primary channel for reaching
mums with its Duplo range

15. CASE STUDY: LEGO DUPLO
One-month campaign targeted at
women aged 25–44
Half the budget of a TV campaign
Market research - mums are increasingly
switching off their TVs and spending
more time on Facebook instead
LEGO Duplo created 4 videos that
extended its “so many ways to play” TV
idea, exploring what children could build
with a little creativity and imagination
Mums who saw the videos were then
retargeted with a link ad that
encouraged them to subscribe to a
monthly newsletter.
2xHIGHER RETURN ON
AD INVESTMENT
THAN TV
AD 2014
4.4mWOMEN REACHED
AT A TARGET
ACCURACY OF
91.6%

16. CASE STUDY: MCDONALDS
McDonald’s used real-time video for its global
World Cup campaign, FryFutbol
With 500 million football fans, Facebook was perfectly placed to help
McDonald’s execute only the second global campaign in its history

17. CASE STUDY: MCDONALDS
Before the World Cup, a model of a football stadium made entirely from McDonald’s
packaging was created inside Facebook’s London HQ
This became the stage to recreate the best plays of the day using nothing but
French fries and a few hastily assembled props
It began with historic moments leading up to the tournament, and continued with nearly
30 videos in 30 days - delivered to 37 different countries using Facebook ads
For the first time ever, these ads were targeted at scale to dynamic clusters of people who
had actually engaged with the World Cup during the previous 24 hours. This meant that
McDonald’s content was expertly delivered to the people most likely to engage with it
The moment the last game ended in Brazil, work started in London: 45 minutes to
storyboard; a midnight call to lawyers for approvals; 30 minutes for props; 4 hours to
shoot; 2 hours to edit; and then a sunrise wakeup call to the lawyers
125mUNIQUE PEOPLE
REACHED
FryFutbol was really designed to work on
Facebook. It had the reach and allowed us
to target an audience that was relevant
Thomas Truttmann
Head of Sports Sponsorship at McDonald’s Europe

18. OTHER CASE STUDIES
SAINSBURY’S
NOV/DEC 2014
“WE TRIALLED FACEBOOK
VIDEO AND SAW 2 MILLION
VIEWS IN SINGLE DAY,” SAYS
SINGH. HAVING OBTAINED
PROVEN RESULTS, FACEBOOK
VIDEO WILL NOW BE A KEY
PART OF SAINSBURY’S 2015
PLANNING.”
14M REACH
LEGO
APR/MAY 2015
LEGO PARTNERED
WITH FACEBOOK FOR
ITS LATEST CAMPAIGN,
WHICH ASKS CHILDREN
AROUND THE WORLD
TO CREATE AN IMAGINARY
CHARACTER CALLED A
“KRONKIWONGI”
ALS ICE BUCKET
CHALLENGE
JULY/AUGUST 2014
17 MILLION FILMS
440M PEOPLE
(177 COUNTRIES)
10 BILLION
VIEWS

20. OVERVIEW
90%OF TWITTER
VIDEOS
ARE
VIEWED
ON A
MOBILE
DEVICE 82%OF TWITTER
USERS WATCH
VIDEO CONTENT
ON TWITTER
NATIVE VIDEO ON
TWITTER GETS 2.5X MORE
REPLIES, 2.8X MORE
RETWEETS AND 1.9X
FAVOURITES/LIKES
MORE NATIVE
VIDEO VIEWS ON
TWITTER (AND VINE
& PERISCOPE)
150x
OVER THE LAST
SIX MONTHS
51%
49%
25-34
YEAR OLDS
UNLESS YOU’RE
VERIFIED, YOU
CAN ONLY
UPLOAD UP TO 30
SECONDS

21. BEST PRACTICE + EXAMPLES
Promoted Videos featuring people in their
opening scenes are up to 2X more likely to
drive consumers to opt in to view beyond the
first few seconds of video play
Create videos that include a clear beginning,
middle, and end. Take consumers on a
narrative journey and deliver a resolution. This
approach tends be the most successful in
making a lasting impression and driving
earned impressions through Retweets.
Videos that highlight celebrities or influencers
can improve brand health, boasting recall up to
14% above benchmark and intent to share 6%.
MORE BEST PRACTICE HERE

22. CASE STUDIES
MASTERCARD
FEBRUARY 2015
FOR ITS PRICELESS
SURPRISES CAMPAIGN,
MASTERCARD CREATED
PROMOTED VIDEOS THAT
WERE LONG-FORM STORIES
WITH A CLEAR STORY ARC.
THE GRAMMYS VIDEO TOOK
VIEWERS THROUGH A DAY-
LONG VIP EXPERIENCE FOR
FOUR CARDHOLDERS
BUILDING UP TO A BIG
SURPRISE
REEBOK
MARCH 2015
REEBOK’S #BEMOREHUMAN
CAMPAIGN USED A
PROMOTED VIDEO THAT
ALSO HAPPENS TO FOCUS
ON THE HUMAN FORM.
THE STRIKING VISUAL OF
THREE PEOPLE WALKING ON
THEIR HANDS DREW VIEWERS
IN AT A RATE NEARLY
DOUBLE THE AVERAGE
PAIGE DENIM
FEBRUARY 2015
PAIGE DENIM USED VIDEO TO
GIVE TWITTER USERS AN
EXCLUSIVE LOOK AT ITS
SPRING COLLECTION AND
BEHIND-THE-SCENES
FOOTAGE OF ITS CELEBRITY
SPOKESMODEL ROSIE
HUNTINGTON-WHITELEY
SHOOTING THE SPRING
CAMPAIGN.

24. WHAT IS PERISCOPE?
PERISCOPE IS A NEW APP FROM TWITTER
THAT ENABLES USERS TO SHARE AND
VIEW LIVE VIDEO BROADCASTS FROM
THEIR MOBILE.
IT’S DIFFERENT FROM TYPICAL
BROADCASTS BECAUSE THE EXPERIENCE
ISN’T JUST ONE-WAY; VIEWERS CAN
PROVIDE FEEDBACK IN THE MOMENT BY
SENDING CHATS AND HEARTS

25. OVERVIEW
CREATES A PERSONAL
RELATIONSHIP WITH
FANS/CUSTOMERS
REAL-TIME ACCESS TO
MOMENTS THAT MATTER,
FROM BIG ANNOUNCEMENTS
TO FASHION SHOWS TO
SPONSORED EVENTS
40 YEARSOF CONTENT WATCHED EVERY DAY
LAUNCHED
26 MARCH 2015
TBC
TBC
10M
USERS
20 MILLION
UNOFFICIAL
IF YOU MISS A LIVE BROADCAST, PEOPLE CAN
WATCH THE REPLAY FOR UP TO 24 HOURS AFTER
25-34
YEAR OLDS

26. BEST PRACTICE
KNOW YOUR AUDIENCE
Periscope is connected to Twitter, that's where you'll be promoting
your broadcasts primarily. so do some research to find out when
they're most engaged with your posts
COME UP WITH A COMPELLING TITLE
Your title should describe what your video is and why people should
either tune in live or watch on replay.
SHARE ON TWITTER
By sharing your broadcast on Twitter, you’ll reach a bigger audience
and having it on Twitter means that more people will have the
opportunity to find your content and replay.

27. OTHER CASE STUDIES
In April, Target used Periscope to tease
its Lilly Pulitzer line, an effort that helped
fuel huge consumer demand: 90% of the
collection sold out in a few days
Turkish Airlines recently launched
the world’s first ever “Periscope” live
broadcasted flight as passengers and
social fans got a behind the scenes
experience as the airline flew from
Istanbul to New York
5118
FOLLOWERS
292,779
LIKES

29. OVERVIEW
OF THE TOP
1,000 MOST SHARED
INSTAGRAM VIDEOS
WERE POSTED BY
BRANDS.
40%
MOST SHARED BRAND
ON INSTAGRAM VIDEO
9/10INSTAGRAM VIDEO
SHARES HAPPEN
ON FACEBOOK
POPULAR WITH TOP ENTERTAINERS,
CELEBRITIES AND ‘PERSONALITIES’
VIDEOS
CAN BE
1-15 SECS
LONG MORE
LESS
18-29
YEAR OLDS
400MMONTHLY ACTIVE
USERS
(75m DAILY)
VIDEO
ADS CAN BE
1-30 SECS
LONG
THERE ARE RUMOURS
OF 360 VIDEO

30. BEST PRACTICE
DON’T RELY ON SOUND
As Instagram videos are muted by default, there’s no guarantee that
viewers will actually activate the sound
DON’T OVER EDIT
Part of Instagram’s appeal is its authenticity. You don’t want to upload
anything that feels too commercial or inorganic.

31. CASE STUDY: MTV UK
MTV UK post content that reflects the youthful and fun vibe of
the brand and always follows the same theme - bright,
colourful and quirky with a combination of images and videos
NEWS PROMO
BEHIND
THE
SCENES
MTV UK were one of the first brands to embrace Snapchat as a tool for
sending out exclusive unseen content as a method of promoting new TV shows
154KFOLLOWERS
They usually stick to three main categories: They also celebrate
celebrity birthdays,
engagements etc. with
original video designed
for Instagram

32. NIKE
MARCH 2015
TO LAUNCH THE AIR MAX
ZERO, NIKE CAME UP WITH
THIS VERY COOL VIDEO THAT
YOU WANT TO WATCH OVER
AND OVER AGAIN, AND A
GREAT EXAMPLE OF HOW
YOU DON’T NEED SOUND
426K LIKES
OTHER CASE STUDIES
COCA COLA
OCTOBER 2015
COCA-COLA JUMPED
ON THE HALLOWEEN
BANDWAGON WITH THIS
INSTAGRAM VIDEO
15.5K LIKES
OREO
MAY 2015
JUST A VERY
SIMPLE VIDEO
28.1K LIKES
MORE EXAMPLES HERE

34. 4 BILLIONVIDEO VIEWS A DAY
OVERVIEW
ONLY 1% OF
ADVERTISERS
ARE USING
SNAPCHAT
AVERAGE 3M VIEWERS A DAY
(SAME AS FACEBOOK)
9X
UP TO
COMPLETION
RATE COMPARED TO
HORIZONTAL VIDEO
SNAPS CAN BE 1-10 SECONDS LONG AND
ONLY GO TO YOUR FOLLOWERS
STORIES ARE ESSENTIALLY A FLIP BOOK OF
YOUR SNAPS AND CAN BE SEEN BY ANYONE
100MMONTHLY
ACTIVE
USERS
70%
30%
13-34
YEAR OLDS

35. DISCOVER
Discover was built for creatives and is a new way to
explore Stories from different editorial teams.
UP TO 15
UNIQUE CHANNELS
(ONE FOR EACH PUBLISHER)
5-10 HAND-CURATED
STORIES PER PUBLISHER
(REFRESH EVERY 24 HOURS)
You can swipe up on a Snap to see videos,
pictures, articles and more (example MTV)

36. BEST PRACTICE
Make it personal - don’t just repurpose existing content
Cyrene Quiamco, better known as CyreneQ on Snapchat, is one of the platform’s early stars
and has worked with brands like Marvel and NBC’s The Voice. She advises brands getting
into Snapchat to consider the experience before repurposing the same old content.
Shoot vertically rather than horizontally
9x more completion rate
Build anticipation through your snaps. Snapchat is
great for teaser content
Snapchat is a great place for collaborations,
using the takeover Q&A method that works
so well on Facebook, Twitter etc.

37. CASE STUDY: AUDI
For Super Bowl 2014, Audi partnered with Huge and The Onion to
become the first major brand to achieve a big Snapchat success,
garnering one of the fastest-growing followings ever on the platform
100k
37mIMPRESSIONS
SNAP VIEWS
5.5kNEW SNAPCHAT
FOLLOWERS

38. CASE STUDY: AUDI
They created buzz through
earned media in Fast Track and
Adweek and asked their existing
communities to follow them on
Snapchat ahead of the event.
The content was platform-
relevant - they paired stock
photos with clever captions that
poked fun at the banality of the
typical Sunday.
They also joked about real-time
aspects of the game and the
halftime show.
Many fans chose to share the
private snaps publicly to their
followers on Twitter, claiming
that the snaps from Audi were
the only enjoyable part of the
Super Bowl.
WHY DID IT WORK?
2.5kNEW TWITTER
FOLLOWERS
9KNEW FACEBOOK
PAGE LIKES
…OFF THE
BACK OF THE
SNAPCHAT
CAMPAIGN,
AUDI GAINED

39. AUDI PRETTY LITTLE LIARS
Second-screen collaboration with hit show
Pretty Little Liars
Every Tuesday, fans eagerly awaited the
exclusive clues, commentary, puzzles, and
star access, with buzz building on social
media throughout the day
115k new followers by the end of the season
75k peak views per snap
187k screenshots of snaps
487m Twitter impressions
OTHER CASE STUDIES
SOUTHAMPTON FC @SAINTSFC
They do a treasure hunt to promote a
new kit launch and use Snapchat (and
Instagram) to share clues
They also share pictures of player
interviews, pre-match build up, and other
snaps from around the club

41. VIDEOS
CAN BE
1-6 SECS
LONG
OVERVIEW
57%
43%
18-24
YEAR OLDS
5
VINES ARE
TWEETED
EVERY SEC
A branded Vine is 4x
more likely to be shared
than a branded video
1.5 BILLION
DAILY LOOPS (VIEWS) 40M
MONTHLY
ACTIVE
USERS
Although Vine hasn’t
introduced advertising
yet, they do pay top
Vine celebrities to do
product placement

42. BEST PRACTICE
TEASE LONGER-FORM CONTENT
Some brands are really excelling at using micro-video to give the viewer a
taste of something longer by guiding them back to their
own website, or another social media platform
REACT QUICKLY
VINE IS ideal for a quick reaction to current events. With a little forethought,
brands and creators can be ready to respond to an event, and share their
Vines out over social media
GREAT FOR TENT-POLE CONTENT
Vine is made for tent-pole marketing content such as this nice little
hack from IKEA USA using one of its own kitchen products

43. CASE STUDY: AIRBNB
In 2013, Airbnb
created the FIRST film
made entirely out of
crowdsourced vines
To achieve this, the company
released a shot-list over Twitter
that anyone could film for
submission, and offered a $100
Airbnb credit to anyone lucky
enough to have their Vine
included in the final product.
750+SUBMISSIONS
FROM OVER THE WORLD
100+VINES WERE
USED

44. CASE STUDY: AIRBNB
Award-winning screenwriter Ben York Jones
wrote a script, and each Vine shot was meant to
play into the overall theme of, “the transformative
journey of a simple piece of paper”
Airbnb leveraged Twitter as its
“director” by tweeting visual instructions
to communicate how different clips
should be created.
Following each shot list tweet, fans had
48 hours to submit their Vine, plus
#AirbnbHV and #S[shot number] for a
chance to be included and win $100
Airbnb credit if used

45. OTHER CASE STUDIES
WALKERS
OCTOBER 2015
AS PART OF THEIR CAMPAIGN
TO BRING BACK A RETRO
FLAVOUR, WALKERS USED
A SERIES OF TOPICAL VINES,
INCLUDING USING THE BACK TO
THE FUTURE DELOREAN
437K LOOPS
THE WOLVERINE
MARCH 2013
THE TRAILER FOR THE
WOLVERINE, WAS THE FIRST
TIME VINE HAD BEEN USED AS A
PROMOTIONAL TOOL FOR
TEASER CONTENT, AND WAS
QUICKLY PICKED UP
411K LOOPS
DISNEY PARKS
OCTOBER 2013
DISNEY LAUNCHED A
CONTEST TO COLLECT AS
MUCH USER-GENERATED
CONTENT FILMED IN ITS
PARKS AS POSSIBLE

46. THANKS