Original video content is more effective for content marketing according to research. Best-in-class content marketers are 24% more likely to use original video than lower performing companies. Facebook is becoming a major platform for consuming video content, with 1 billion videos watched per day and mobile driving much of this growth. Research also shows that video posts on Facebook significantly outperform image posts in terms of engagement and cost-effectiveness.

1. Video
twosocial.com •• Facebook Video

2. twosocial.com •• Facebook Video
Create content
that users want to
consume, engage
with and share

3. Best in class
content
marketers are
24% more likely
to use original
video content
Original video in content marketing
Source: Aberdeen Group survey of organisations using content marketing divided the respondents into three tiers –
Best-in-Class (the top 20% of performers), Industry Average (the middle 50%), and Laggards (the bottom 30%).
The research found that Best-in-Class companies are 24% more likely than Laggards to use original video content (68% vs. 55%).
twosocial.com •• Facebook Video

4. Video sharing
Shares of the
John Lewis (UK)
Christmas TVC
within the first
24 hours
of posting
76.9%
23.1%
twosocial.com •• Facebook Video

5. 1 billion
videos watched
per day on
Facebook*
15%
monthly growth
*Source: https://econsultancy.com/blog/65877-facebook-our-video-strategy-is-all-about-content-discovery/
twosocial.com •• Facebook Video

6. “People ask us are you a social network?
Are you a mobile platform? What we’re
saying now is because of the rise of
video we’re actually a video platform
which is perhaps quite an unexpected
way to start presentations.”
Ellie Rogers, Head of Agency Sales, Facebook Australia
twosocial.com •• Facebook Video

7. Video views and posts on Facebook
Source: Comscore, 2014
twosocial.com •• Facebook Video

8. Video views and posts on Facebook
Source: Social Bakers, 2014
twosocial.com •• Facebook Video

9. Facebook video engagement
“YouTube is still
the video king
online, but this
is ever more
evidence Facebook
is on its ascension
to the throne.”
Business Insider, Facebook Video Is Driving
YouTube Off Facebook, December 2014
twosocial.com •• Facebook Video

10. Mobile
is driving Facebook video consumption
twosocial.com •• Facebook Video

11. 1 in 3
of all mobile internet minutes are spent on Facebook
twosocial.com •• Facebook Video

12. In Australia,
there are
9 million
active daily
Facebook users
7.3 million
of these access
Facebook from
a mobile device
twosocial.com •• Facebook Video

13. Video vs Image
in Dark Posts
Average CTR 6.1%
Average reach of
137 per $1
Average CPL of $3.60
Average CTR of 0.84%
Average reach of
88 per $1
Average CPL of $4.10
55%
improvement
12%
reduction
twosocial.com •• Facebook Video

14. think
courageously
twosocial.com •• Facebook Video