Research: YouTube beats Facebook with consumers

Author: John Swartz
Published: January 22, 2013 at 9:38 am

Are you producing enough video? If you want to get your product or service in front of consumers these days, you may want to think about doing more.

When it comes to online sites and services consumers use most, YouTube was the top choice, according to highlights coming from Technorati Media’s 2013 Digital Influence Report (full report due Feb.1, 2013).

Nearly 80 percent of participants reported that they use YouTube, ahead of all other social sites like Facebook, Google+ and Twitter. YouTube was also named the most trusted source of information by 29 percent of consumers – the fourth highest selection.

“YouTube, and video in general, allows its users to see the action, to see someone using a product they might be thinking about buying,” Technorati Media CEO Shani Higgins said. “Consumers trust what they can see, and they trust people who have used the products they’re looking into.”

The new data could indicate that consumers are more willing to watch videos about potential purchases now more than ever before. Beyond making sure to have a presence on YouTube, both brands and influencers can do more to make sure their videos are seen.

Brands are planning just that, as YouTube is their third-most used social service and 59 percent of brand managers say their companies are planning to increase video budgets in the year ahead – many by as much as 30 percent.

Those increases should be welcomed, as 22 percent of influencers and consumers say that brands don’t post enough on YouTube.

There is also room for video growth among influencers, as 12 percent say they gain revenue from their video production, but only 7 percent say they post at least one video per week.

Since 2004, Technorati Media’s annual report has followed growth and trends in the business of digital influence. This year, more than 7,500 overall users participated. Of those, more than 1,200 took park in the consumer survey; more than 6,500 took part in the influencer survey; and representatives from 150 brands participated.

A full version of the report will be released Feb. 1. To sign up to be alerted as soon as it’s ready, click here.


To see a list of all data used in this report, click here.


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Article Author: John Swartz

Publisher, Technorati -- Grizzled former journalist who’s written about everything from beer halls to brutal murders. Digital content manager, social media strategist, editorial direction and user interaction specialist, writer. …

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