Adobe: Video Accounts for 77% of Viral Reach on Social Nets [Infographic]

Social media and video "go together like a peanut butter and jelly sandwich," said Tamara Gaffney, senior manager at Adobe Digital Index, "because they're very sticky and they're very complimentary to each other." Adobe's 2013 Video Benchmark Report, released today, showed how incorporating video content in social media campaigns can help brands and media companies get better results.

Social media and video “go together like a peanut butter and jelly sandwich,” said Tamara Gaffney, senior manager at Adobe Digital Index, “because they’re very sticky and they’re very complimentary to each other.”

Adobe’s 2013 Video Benchmark Report, released today, showed how incorporating video content in social media campaigns can help brands and media companies get better results.

In 2012, video social engagement rose from 42 percent to 70 percent compared to 2011, the study found.

But “for marketers and advertisers wanting to know how to unlock the potential on social,” Gaffney said, “it becomes very clear that one of the biggest levers that they’re not pulling as hard as they could is video.”

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