VEVO’s Video Audience Grew 142% In One Month Through Deeper Facebook Integration

By Devon Glenn 

VEVO is really liking Facebook this quarter.  The video-sharing platform saw tremendous growth between February 2012 and March 2012, and the company has the larger social network to thank for at least some of the increase in membership, traffic, and impressions.

VEVO’s Matt Marquess shared the details in the company’s quarterly metrics report:

  • There was an increase in traffic (12%) as well as time spent (16%) on
  • There was a 600% increase in Facebook-published or watched videos compared to February
  • 500,000 new users registered for VEVO through Facebook— a 142% increase from the previous month
  • Total impressions on Facebook grew to 171 million— a 181% change from February

In February 2012, the video-sharing site relaunched its Web, iPhone and Android apps with a Facebook integration, increasing the number of daily registrations by 200 percent.  By March, 60 percent of VEVO’s traffic was coming from timeline app stories published to Facebook.

Beyond sign-ins and Timeline activity, VEVO also used Facebook to personalize playlists by synching them with users’ liked Facebook pages and iTunes libraries. (A higher resolution video player and continuous video play didn’t hurt, either.)

Despite Facebook’s reputation for distracting people during working hours, VEVO’s integration with the social network had no adverse effect on productivity. A consumer survey revealed that most people watched music videos between 6 p.m. and midnight, which is exactly when most people watch TV.

Some of the Internet’s most popular stars also saw a rise in traffic to their videos through VEVO’s platform. Justin Bieber, Rihanna, Lady Gaga, Eminem, Shakira, Beyoncé, The Black Eyed Peas, Katy Perry, Britney Spears, Chris Brown and LMFAO all reached more than a billion views.