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Video On Social: Driving Viewership and Getting Analytics

Video On Social:  Driving Viewership and Getting Analytics

The dramatic rise in video viewing on social platforms has emerged as a game changer for today’s content owners to extend both reach and revenue for their video content. The stats speak for themselves in terms of telling this story. Facebook reported that in 2015 the number of video posts made per person increased 75% globally and 94% in the US since the previous year, while over on YouTube users are watching more than 3 billion hour of video per month.

The examples of media brands, both established and emerging, innovating with social video to drive audience growth and brand buzz resonate even more. One of the most notable examples of this is Carpool Karaoke from “The Late Late Show” hosted by James Corden. This wildly popular skit features Corden in a car with a musician (Adele, Mariah Carey, Lady Gaga and Chris Martin to name a few), and the two rock out to a variety of songs played through the car’s sound system while dash-cams capture the action. The numbers are impressive. The segment with Adele has generated over 125 million views, and it continues to garner more than 10 million views a month on YouTube. The success of Carpool Karaoke launched a bidding war for the rights that were eventually secured by Apple Music and drove a significant uptick in visibility for Corden and the program.

Social Video Opportunity = Workflow Challenges

At the same time, the seismic growth of social video requires a shift in publishing and optimizing video content for these platforms. Gone are the days when Facebook and Twitter were viewed just as places to simply post links to drive traffic back to content owners’ websites. As the leading social platforms grow and evolve their user experiences, significant workflow challenges have emerged. Content owners find themselves managing video across platforms, each with it’s own specifications, APIs and best practices, resulting in additional hours in an already packed day.

Best Practices and a New Solution

At Brightcove, we are laser focused on helping our customers capitalize on the latest innovations and opportunities in video. To that end, we’re excited to provide tools to help broadcasters and publishers optimize their social video strategies.

On the content front, we get that it can be overwhelming and time consuming to stay on top of the latest best practices for social video. So we partnered with BRaVE Media Ventures, a leading advisory firm for media [who just got acquired by Turner last week - congrats guys!], to provide a smart, easily-digestible overview of the social video landscape with tips, guidelines, and case studies (including more details on Carpool Karaoke with some of the best practices used by Corden and team). “Social Video: Succeeding in a Distributed Marketplace” offers data and tools to effectively use these platforms to increase social video engagement and revenue.

And, we launched Brightcove Social, the industry’s first end-to-end social video management and distribution solution. Brightcove Social empowers media organizations to save time and get smarter with social video by enabling the ability to publish videos to Facebook, Twitter, and YouTube from a single location, edit videos right in the tool, and consolidate analytics to see true ROI in one comprehensive dashboard.

This quote from Brightcove customer The Day, a local news site for the Connecticut area and a beta user of Brightcove Social, says it best:

"On a given day I might be sharing videos to any one of six different social accounts. It's saved me a lot of time to manage this via Brightcove Social instead of having to upload and enter metadata individually on several different sites. We can have a unified message across multiple platforms, or customize our posts for each site. I can accomplish in a few seconds what otherwise might have taken five to ten minutes." Peter Huoppi, Director of Multimedia, The Day Publishing Co.

So download our guide and check out Brightcove Social - and start working on your own version of Carpool Karaoke.


Optimize Your Social Video Strategy