Rachel Ullstrom / Account Director, Rio SEO
There are countless studies on why video makes for effective content and leads to discovery in Internet searches on YouTube, Google, Bing and Yahoo. What hasn’t been particularly well articulated is why video is discovered so frequently and who is doing the discovering.
I am going to make a wild (data-based and factual) assertion: Videos are discoverable largely because of sharing. In fact, video is the most shared brand content type on Facebook.
A recent campaign the social technologies team at Rio SEO ran clearly illustrated that a social consumption strategy based around video is a great way to gain traffic and engagement from social forums and social sharing. In 2011, we began working with a major entertainment brand and, over three years, we have seen video content grow significantly on the site.
Fig 1:1 – Growth of video content over time
This decision was not driven by outside data. In fact, in 2011 we identified through Rio SEO Social Analyze™ that 35 percent of the content was being shared and resulting in return visits. Of the content that was shared, 93 percent was video content. Video pages averaged 5,141 percent more social entries per month than the site average.
In year three, a conscious change was made to increase the volume and frequency of published video content, which exponentially increased the effectiveness of content shares. Eighty percent of the content shared was video content and the volume of video posts grew by 181 percent.
Fig 1:2 – Illustrates the key performance indicators for social performance, including how many entries from sharing (% WOM), and how many visitors brought back one or more new people to the page (% Influencers)
Fig 1:3 – The effectiveness of sharing grew YoY with influencers bringing back more new visitors per share each year.
Fig 1:4 – Visitors per page also grew as sharing became more effective.
Especially notable was that as we focused on video, not only was content across all categories shared more frequently and more successfully (return visits gained from shares), but the effectiveness or reach of each of those shares grew. For our client, video was critical to increasing their social footprint and traffic. Ultimately, pivoting to the content that resonates with your audience – in this case, video – is a great way to drive immediate and long term results!
In our latest whitepaper, SEO + Social: The Most Effective Advertising Mix, we share our findings of the most shareworthy content types based on Rio SEO proprietary data and secondary research. Videos and user generated content receive 10x the average share rate when compared to a standard landing page! Check out how other content types such as images and infographics rank by downloading our whitepaper.
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