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When it comes to creating a long-lasting impression, YouTube may be a better option than Facebook to launch a video advertisement campaign, a new study has found.
Advertisers should optimise their online video campaigns to produce a “ripple effect” and “resonance”, according to the research from Visible Measures, a US-based company which measures and analyses video performance for brands.
A ripple effect occurs when a brand releases a new video ad that catalyses viewership of the brand’s older videos.
Brand resonance occurs when a video has a greater shelf life, and is watched by more people over an extended period of time as a result of online sharing and searching.
Brands that can spur this ripple effect and achieve resonance with their online video ads will fuel viewership and ultimately build stronger, longer-lasting and more meaningful relationships with their consumers, according to researchers.
From its database of over 15,000 online video ad campaigns, Visible Measures identified brand campaigns that exhibited a ripple effect as high as 45x (increase in viewership of portfolio content from the week prior to the week following the release of a new campaign).
The researchers also found that releasing new content on YouTube can create a powerful ripple effect, especially when the new content aligns with existing videos and gains viral momentum.
YouTube catalyses this ripple effect, which results in an uptick in viewership of existing content.
Executing advertising campaigns on YouTube can increase the likelihood and impact of the ripple effect by ensuring sufficient exposure of the new content, researchers said.
They also analysed viewership trends for major brands from May-July 2015 to determine the impact a video portfolio has on total views for a brand on both YouTube and Facebook.
YouTube’s video portfolio helps consumers discover new and existing video content quickly and easily, which ultimately enables advertisers to build stronger, longer-lasting relationships with their consumers, researchers said.
On the other hand, only 5 per cent of views on Facebook come from the brand’s existing video portfolio, they found.
Researchers analysed 808 video ads comprising 1.6 billion views from 548 campaigns uploaded in the first half of 2015 from several major brands.
Videos were from campaigns with both YouTube and Facebook videos with at least three months of data and more than 50,000 views each.
Facebook exhibits significant viewership over the first three days of a campaign launch, but quickly loses consumer engagement, researchers said.
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