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A new study by TubeMogul – as featured on Mashable – has drawn an interesting conclusion regarding the effectiveness of various platforms in encouraging users to watch video online. Focussing on the time spent actually watching them, it was found that Twitter was by far and away the best way to market your videos.
This particular experiment involved Digg, Facebook and Twitter. Its conclusions showed that, with a retention rate of 1 minute 58 seconds, Twitter was a full minute ahead of Digg (58 seconds) and 44 seconds better off than Facebook.
So why is this? Does Twitter have some mystical lure? Well the simple truth is probably that Twitter users tend to follow like-minded people. As such, when somebody posts an interesting sounding video link, they are far more likely to follow it and give it a fair crack of the whip. A Twitter user is also likely to introduce a video with a short (well, below 140 characters at least) introduction, giving you a further indication of whether it’s going to be to your taste; thus removing most flippant viewers.
Digg, on the other hand, is a far more general resource that doesn’t perhaps involve such a strong interactivity between the community. This makes it more susceptible to having visitors that are initially interested, but soon find that the content isn’t really to their taste. While Facebook has that same community discussion, however the ‘friends’ that you follow don’t necessarily all share the same interests; so users may be inclined to click on links that they’re ultimately going to reject almost instantly.
But this does show that for targeted traffic, Twitter can still provide an invaluable resource. If you’re looking to market videos and have followers that are likely to be interested in the content, this study shows that a simple Tweet could be your most effective social media distribution tool.