These days, as online video campaigns are becoming more and more popular for advertising, everyone wants to go viral. But what works and what doesn’t? Social video platform Jun Group has just released a new infographic that provides some insight into the emerging trends and usage patterns n social video. Some of the findings may surprise you.
Last month I had the opportunity to chat with Jun Group CEO and founder Mitchell Reichgut about viral video and social video. Reichgut sees social video, or providing viewers with rewards like virtual currency for watching and sharing videos via Facebook and other social channels, as one of the keys to a successful online video advertising campaign. Reichgut says, “Social video is re-writing the advertising rules of engagement. While the vast majority of online video advertising is still interruptive, social video engages people on their terms. The data from this study [as reported in the infographic below] demonstrate why social video is one of the hottest new segments of online advertising.”
Some of the most surprising and interesting findings from Jun Group’s study are as follows:
Humor Works – Viewers that watch humorous videos are more than three times as likely to click on a brand’s Facebook page after they watch the video as viewers watching a non-humorous video.
Celebrities Don’t Sell – Lots of advertisers think that if they get a popular celebrity on board then they’ve got success in the bag. Untrue! According to Jun Group’s study, celebrity videos actually drive 12 percent fewer visits to a brand’s Facebook page than non-celebrity videos. Jun Group thinks this may have something to do with the fact that those watching celebrity videos are often more interested in the famous personas than in the brand behind the campaign.
15-Second Videos Are Best – Jun Group found that 15-second videos provided the best click-through rates, although they are also used least. Only 10 percent of videos are 15 seconds of less. However, these videos have proven to be 153 percent more effective than those between 16 seconds and 1 minute. Videos that are one minute or more have proven to be the second most effective length.
Check out the full infographic below for some more interesting statistics and let us know what you think. Do any of these findings surprise you? Which types of online video campaigns do you find yourself engaging with most?
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.