REPORT: Videos Discovered Via Facebook Will More Likely Be Watched Until They End

Although 65 percent of Web users access videos directly and 30 percent discover them via search, the users who are most likely to complete watching those videos come from Facebook (3 percent), Twitter (1 percent), and other social networks (1 percent), according to The U.S. Digital Video Benchmark, which was released by Adobe Wednesday.

Although 65 percent of Web users access videos directly and 30 percent discover them via search, the users who are most likely to complete watching those videos come from Facebook (3 percent), Twitter (1 percent), and other social networks (1 percent), according to The U.S. Digital Video Benchmark, which was released by Adobe Wednesday.

Adobe Digital Index Senior Manager Tamara Gaffney told AllFacebook:

If you’re a media company, and you want to post videos or clips in social media, you will see much higher engagement rates and finishing rates when referred by network via social media.

Adobe also found that:

  • Facebook dominates social referrals, accounting for 75 percent of them in the fourth quarter of 2012, but Twitter (16 percent) is three times more likely to refer to videos than to other types of content.
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