​Mobile users are increasingly discovering video content via social sites instead of search results, according to a recent study.

​As consumers regularly use their mobile devices to engage with different content types, viewer behavior inevitably changes and adapts to new technologies. For instance, video content thrives on the internet, but the mobile web shows the most promise for brands with video marketing strategies. Because consumers use their smartphones and tablets simultaneously while watching television or interacting with friends offline, these devices have become essential for ongoing brand engagement.

Marketers who see second-screen viewing as an opportunity to spur conversations with people across channels must bridge the gap between TV and the mobile technology. According to data from a Harris Interactive and Telly survey, social media may be the key to cross-platform video marketing success. The findings show 67 percent of mobile video watchers discover video content via social media networks – much higher than the 41 percent of people who find visual media in mobile search results.

67 percent of mobile video watchers discover video content via social media networks – much higher than the 41 percent of people who find visual media in mobile search results.

The survey also highlighted that 35 percent of the U.S. mobile audience views video on their devices – approximately 78 million people nationwide. More, social media sites account for 68 percent of video recommendations, proving the power of branded content posted to these influential websites.

This survey supports recent data from the Interactive Advertising Bureau (IAB), which showed that 25 percent of online video viewers over the age of 18 find media via social sites. With people spending 24 minutes per day watching video content last year, brands can expect the trend to continue in 2013, largely fueled by social media marketing. Companies should look to build compatible social media and video marketing strategies to take advantage of mobile’s rise to fame.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.