Brands ‘Like’ Owned Destinations Over Social Channels (Study)

/ Jul 22, 2014

social video

Facebook and YouTube may be the twin beasts of social video marketing. But according to the findings of a new study released by native video ad platform Jun Group, brands are now more inclined to drive consumers to platforms that they fully control.

Based on data collected by Jun Group from brand campaigns it has executed, the share of clicks driving consumers to brand-owned sites more than doubled from 2012 to 2013, from 28% to 57%. Conversely, Facebook and YouTube represented 31% and 38%, declining 10% and 24% of the same period, respectively.

What’s more, Jun Group’s data says 61% of campaign actions from the latter half of 2013 into 2014 focused on driving users to brand-owned sites. This is compared to 16% for Facebook in the first quarter of 2014 and 15% for YouTube.

“These behaviors indicate that the social channels are shifting from ‘owned’ audiences to more traditional ‘paid’ channels as they have matured,” said Jun Group CEO Mitchell Reichgut. “In 2012, people were focused on ‘Likes’ and ‘follows.’ Now, leading brands have built their followings and are using social platforms to run pre-roll and display that direct their audiences to owned and operated content.”

That’s not to suggest that Facebook and YouTube don’t matter. Like creators who are trying to build off YouTube destinations, brands still need to use Facebook, YouTube, and other social platforms to drive their followers to the owned experiences. But an interesting look nonetheless on how goals for some type of video campaigns might be shifting.

Jun Group specializes in “natively” distributing branded content. The company places advertorial content alongside editorial on websites. Publisher partners include magazines like Rolling Stone and Us Weekly. This study’s data is based on 2.7 million “user-initiated engagements,” the company said.

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