Marketers have come to understand the power of video marketing in the past year, as online viewership has steadily increased and Brafton has reported that video content wins customers. Now, […]

Marketers have come to understand the power of video marketing in the past year, as online viewership has steadily increased and Brafton has reported that video content wins customers. Now, a study from TubeMogul and Brightcove indicates that brands should seed Facebook with video content, since the social network is the second-leading driver of web video traffic.

As Adweek reports, the study reveals that Facebook refers 9.5 percent of all video traffic online. This suggests that marketers who include links to videos on their Facebook pages (even if they don't embed the videos on the social site) could see surges in traffic to their web pages.

The social network succeeded Yahoo in the No. 2 spot on TubeMogul and Brightcove's list during the third quarter of the year. Google still maintains a strong lead, accounting for more than half of all video web referrals during Q3 2010, but the search giant saw some quarter-over-quarter losses where Facebook made gains.

This report should remind marketers of the importance of content marketing via social platforms. While video content can clearly catch clicks among Facebook users, brands might also consider using custom news content as linkbait (and Like-bait) on the social site.

As Brafton has reported, 75 percent of Americans look for news online, and Chitika data shows that news content drives the most traffic to Facebook and Twitter.

 

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.