So Which Social Platform Drives the Most Revenue? (Hint: It’s Not Facebook)
What’s the real ROI of social media marketing? We recently measured social commerce performance across our retailer data from Q1 2016 and uncovered in our eCommerce Benchmark Report that shoppers from video platform YouTube spend 70% more on average than those referred by other social channels!
Online video consumption is exploding, but video’s influence on audiences online goes beyond mass appeal. By ignoring the social networks that are worth their weight in advertising gold, in favor of platforms with the largest share of users (ie. Facebook), retailers aren’t investing their marketing dollar wisely.
According to Google’s first-quarter earnings report, overall Ad Revenue increased 20% YoY thanks in part to the significant growth rate of YouTube’s ad revenue. Not only are YouTube’s video ads are more in-demand than ever, they are less expensive than Google Search ads. In a recent meta-study conducted by the internet giant, Google reports that YouTube delivers a higher return on investment than TV in 77% of studies.
Marketing Ingenuity drives Social Commerce Sales
Platforms that allow for interactive experiences, like YouTube are where social performance drives higher sales. Video production isn’t cheap, but products of a higher price point warrant a bigger marketing investment to see a big return.
Traditional forms of advertising are shifting in the new media age to digital platforms like Youtube, Sina Weibo, LinkedIn, and Polyvore. Customer behaviour is rapidly changing and expectations are high online. Retailers have the opportunity to optimize their marketing across all digital channels, including social platforms that seamlessly connect retail discovery with the ability to buy.
Learn which social platforms are the leaders in retail discovery (hint: not YouTube!), by downloading Demac Media’s Q1 2016 eCommerce Benchmark Report: