Vying for Virality: Video is King: Social-media users are about twice as likely to engage in video content than non-video content, according to Adobe’s 2013 Video Benchmark Report. And while videos garner more likes, comments and shares than photos, links and text posts, companies are still slow to adopt the medium.
According to the report, less than a quarter of media companies are putting videos on social channels such as Facebook and Twitter.
Other findings include:
• In 2012, video social engagement rose to 70% compared with 42% in 2011.
• Viral reach for video—which is measured by the number of people who see a post in their feeds through friends or a brand page—accounts for 77% of all reach on social-media sites.
• Facebook dominates social referrals, but Twitter feeds are three times more likely to refer to a video than other types of content.
• Digital-video consumption grew 30% year in the fourth quarter of 2012, compared with the same period in 2011.
• By the fourth quarter of 2012, mobile video starts—including both smartphones and tablets—has tripled year over year; mobile video starts now account for more than 10% of total digital video starts.