Video has become the consumer’s medium of choice and an essential tool for brands to reach and engage those consumers, especially when delivered via social platforms that are rich in opportunities for engagement. Consumer Electronics brands vary widely in their effective use of social video and as a group have been slow to adapt their strategies to maximize engagement.
L2 reviewed 58 consumer electronics brands posting video across YouTube, Facebook, Instagram and Snapchat to benchmark performance and identify best practices. Note: “livestream” video, as offered by Periscope and Facebook Live, is its own format and not the subject of this report.
- Seven of the top-10 Consumer Electronics brands upload the majority of their video content to YouTube.
- Despite capabilities, Facebook and Instagram do not garner any more engagement for video posts than for image posts.
- Snapchat offers uniquely focused reach to a young Millennial audience, but very few Consumer Electronics brands are taking advantage.
Click to L2 research for the full report.