1. The Rise of Multi-
Platform Video:
Why Brands Need a
Multi-Platform Video
Strategy
June 23, 2015

2. © 2015 Tubular Labs
2
About this study
Source: comScore
• Social@Ogilvy leads more than 50 brand content studios across the globe; these teams plan,
produce and create social content on behalf of top global brands – video audiences, creators,
influencers and publishers have rapidly multiplied and challenged brands to be responsive to the
fast moving landscape. The Tubular Labs analytics platform and partnership have provided Ogilvy
& Mather with superior analytics systems to gain a horizontal view across the complex video
ecosystem.
• Tubular Labs (www.tubularlabs.com) is the most widely used video intelligence software
platform, serving over 3,000 video creators and 70+ enterprise customers to date, including
Viacom, Warner Bros., HGTV, Activision, elf Cosmetics, Pepsi, Time Inc., and Maker Studios.
Tubular's audience and content insights empower our customers to refine their content and
distribution strategy, find and partner with influencers, and optimize their promotion budgets. Only
Tubular analyzes the engagement of over 290 million viewers and tracks 1.2 billion videos across
30+ platforms, including YouTube, Facebook, Twitter, Vine, Instagram, AOL and Yahoo.

3. © 2015 Tubular Labs
Online video is a $6B+ market and growing
Source: comScore

4. © 2015 Tubular Labs
4
164M
97M 92M
57M
44M
YouTube Facebook AOL Yahoo VEVO
US Unique Video Viewers, Dec. 2014
With market growth comes platform proliferation
Source: comScore

5. © 2015 Tubular Labs 5
And creator proliferation:
2.5M individual publishers on YouTube alone, and
1,268 of them have over 1M subscribers
YouTube SubscribersSource: Tubular Labs
935,000
37,000
12,000 1,524 1,268
1K - 25K 25K - 100K 100K - 500K 500K - 1M 1M+
NumberofChannels

6. © 2015 Tubular Labs
Every video platform is different and requires
different storytelling techniques
6
Platform
Views per
Video
Avg.
Engagement
Avg. Video length
Videos to reach 1M views
in a month
Top Genre/Topic
YouTube 17M 0.65% 12 minutes* 271 Music
Facebook 24M 3.0% 1min 28 seconds 694
UGC/Ripped
(Heartwarming,
Shocking)
Vine 10M 2.1% 6 seconds 511 Comedy
Instagram 1M** 430K per video Max 15 seconds N/A Pop culture
Top 1,000 videos by views per platform (Q1 2015, Global uploads)
* Of the top 1,000 YouTube videos 51 are over an hour long. The majority of this content are children’s sing along videos. Excluding these videos the average length of a YouTube video is 7 minutes.
** Instagram views are estimated from an average engagement rate (likes and comments per presumed impression)
Note: Data from videos uploaded in Q1 2015, globally. Top 1,000 videos by views as of 6/3/2015. An engagement is considered a like, comment, or social share across Facebook & Twitter.
Source: Tubular Labs

7. © 2015 Tubular Labs 7
Quick & Large Pop in Views &
Engagement
Strong long tail which can ultimately
lead to more views, and sustained
views and engagement over time
Mixed Strategy
Embedded Videos
• Became available for
Facebook in March, but
YouTube embeds are
used more by publishers
• These embeds contribute
to long tail views on YT
As a brand, what videos should I be creating and
how should I be distributing them to best reach
my target audience?
Source: Tubular Labs

8. © 2015 Tubular Labs
It’s easier to get to 5M views on
Facebook, but what does that view mean?
8
• No videos uploaded in Q1 to Facebook have reached 100M views; conversely 10 videos from Q1 2015 on YouTube reached 100M views
(all music videos).
• As of May 2015, Facebook had 5 videos reach 100M views, YouTube had 874 videos.
• 87% of videos with 100M+ views all-time on YouTube are music videos (official & unofficial)
• YouTube’s long tail of videos
is significantly larger than
Facebook’s
• YouTube uploads outpace
Facebook in all view buckets
below 500K views
(225K-500K, 100K- 200K and
below 100K views)
Notes: Chart is number of videos uploaded in Q1 2015 (Jan-Mar) that had reach each bucket of views as of when these numbers were recorded. Data is global.
Source: Tubular Labs (data as of 6/4/2015)

9. © 2015 Tubular Labs
While videos grow quickly on Facebook…
Platforms that rely
on “feeds” are viral
and transient. It is
almost entirely
dependent on the
feed rather than
search and
discovery.
9
Days to 1 Million Views
Videos posted day 0 (Y-axis)
Facebook
Vine
YouTube
Views on Facebook
are counted after 3
seconds.
New Videos to hit 1M Views Days to Reach 1M Views Takeaways
More newly uploaded
Facebook videos (last
7 days) hit 1M views
each month than on
any other platform.
0"
200"
400"
600"
800"
Facebook " Vine" YouTube"
694
Videos
511
Videos
271
Videos
Source: Tubular Labs (Data based on period 1/4/2015 – 2/2/2015)
Data based on period 1/4/15 - 2/2/15

10. © 2015 Tubular Labs
• This is especially true for
music videos on YouTube
– 87% of videos above 100 Million
views on YouTube are music
videos
• YouTube, in part because of
being a search engine, has
much stronger long tail
content.
10
Bieber’s video from 5 years ago, still generates more than 2.0M views a week
Conversely, YouTube videos experience
slower, but longer gains in views (long tail)
Source: Tubular Labs

11. © 2015 Tubular Labs
Facebook drives quick views and
engagement
11
Platform /Metric Views per Video Likes + Comments/View Shares per Video Length of Video
Facebook (Media) 33 M 1.17% 622 K
2 min 14
seconds
Facebook
(Non-Media)
20 M 0.99% 313 K
1 min 18
seconds
YouTube
(Media)
22 M 0.58% 55 K
3 min 14
seconds
YouTube
(Non-Media)
20M 0.09% 23 K
1 min 34
seconds
On average, brand (Media and Non-Media) videos drive higher engagement and shares per video
on Facebook than on YouTube
Average metrics for top 100 Facebook and YouTube brand videos Jan. 2015 – May 2015
Notes: Top brand videos (top 100 from each platform) uploaded in January through May 2015
Media vs. Non-Media labels refer to the type of brand videos benchmarked. Media brands include gaming, entertainment, news etc.
Source: Tubular Labs (6/8/2015)

12. © 2015 Tubular Labs
YouTube drives continued views and
engagement
12
YouTube creators Rhett and Link did a brand integration with Wendy’s and
uploaded the video to YouTube and Facebook. While both videos got around
2.2M views…
Source: Tubular Labs
Case Study

13. © 2015 Tubular Labs
Facebook owns day 1. YouTube owns the
long-tail
50% of Facebook total views came on day 1 vs. 20% of YouTube
total views.
13Source: Tubular Labs
Case Study

14. © 2015 Tubular Labs
And most engagement comes on creator’s
channel, not on the brand page
The Rhett and Link video posted on Wendy’s Facebook page got
18,000 engagements. The Rhett and Link video posted on Rhett and
Link’s YouTube channel got 78,000 engagements.
14Source: Tubular Labs
Case Study

15. © 2015 Tubular Labs
While content grows quickly on Facebook,
YouTube is home to more branded content
views
15
Notes: UGC is User Generated Content (uploaded by users); Influencers have at least 250,000 followers/subscribers/fans
Source: Tubular Labs (Data based on top 100 videos uploaded on each platform during the period 1/4/2015 – 2/2/2015)

16. © 2015 Tubular Labs
Top videos by platform posted in last
month demonstrate typical content
16
125.6M
views
Music and entertainment account for
over 50% of the top view-generating
channels on YouTube
72M
views
3.5M
views
27.1M
views
Video rips constitute 72.5% of the top
Facebook video content in the last 30
days
The 22 most viewed Instagram videos
in the last 90 days were posted by
celebrities like Justin Bieber
Vine views are driven almost
exclusively by Vine influencers, such
as Logan Paul
Source:Tubular Labs, May 2015

17. © 2015 Tubular Labs
Facebook video overview
17
Fast facts Top recent creators Top recent videos
• Facebook video can generate massive view count
given 3 second auto-play, but given the early
nature of platform, videos have minimal staying
power and short lifespans at this point
Tubular TakeawaysAudience
• 74% of American Youth (12-24 year olds) use
Facebook; its importance among youth has decreased
consistently since Spring 2013.
• High engagement of audience given native sharing
capabilities
• “Two girls, one cockroach, and a lot of
motivation not to suck” – highly
popular recent video
• Popular videos span categories
• Most popular videos are non-premium
and would not be considered brand-
safe
• Mavi Kocaeli, Young Paperboyz,
Street FX Motorsport
• Top creators are not celebrities but
are normal people
• Top creators are often curators
more than creators
• View counter introduced in
September 2014
• Videos auto play without sound,
view is counted at 3 seconds
• Most videos are viewed in a user’s
news feed
• Embeddable video player was
introduced in March 2015
Source: Tubular Labs, May 2015

18. © 2015 Tubular Labs 18
Facebook video targeting details
Platform specifics Implications for marketers
Videos are autoplayed without sound
first – user must click sound to hear
audio
Make first frame very catchy –
consider using “title” card for reader to
understand content
Videos can receive massive number of
views in short period, but popularity
declines quickly
Consider using FB video to “jump
start” a campaign living on multiple
platforms, or for shorter campaigns
only
Most popular videos are lowbrow in
nature, do not have the cachet of
premium video inventory
Create for the platform – utilize eye-
catching stunts, prank content; play to
the audience

19. © 2015 Tubular Labs 19
Top recent Facebook video creators
Creator Typical content Recent video
Views last 30
days
Mavi Kocaeli
Shares funny online
videos
AmazinG drawing 621 M
Vlechten met Daan
Hair, makeup, and
fashion
Gorgeous makeover as
always by: @vanitymakeup
LIKE: Creative Ideas and…
742 M
YoungPaperboyz
Hip-hop, R&B, and
music culture
Real Talk: Charlamagne On
Chinx’s Murder 676 M
BuzzFeed Video Viral video hub
Insane Things Kids Thought
About Sex 487 M
Street FX
Motorsport & Graphics Motorsport videos
Here is a perfect example
why you should always wear
a helmet
518 M
Source:Tubular Labs, May 2015

20. © 2015 Tubular Labs 20
Top recent Facebook videos
Video Description of content
Views /
engagements
Creator
How To Order
McDonalds Like A
Boss
Rapper orders
McDonald’s
86M / 3.1M Hi-Rez
Our hearts are bursting
with cuteness…
Fun animal video 76M / 3.6M
Discovery Family
Daytime
2 girls, 1 cockroach… Funny game show clip 72M / 1.4M Paz
…no excuses. While
cleaning can exercise!
Exercise video 70.8M / 1.6M fit.pl
…Oldest Working
Nurse in the United
States
Inspirational video 56.6M / 2.4M Young Paperboyz
Source:Tubular Labs, May 2015

21. © 2015 Tubular Labs
YouTube video overview
21
Fast facts Top recent creators Top recent videos
• YouTube was founded in 2005
• Promoted views are counted at 30
seconds; organic views are counted
when a video starts
• YouTube is the second largest search
engine; viewers use YouTube for video
discovery
• Despite its early reputation, YouTube is home to much premium
web video content and its audience is sophisticated – put longer,
higher-quality content here to ensure viewership and engagement
over time
Tubular TakeawaysAudience
• YouTube is home to thousands of niche communities of
highly passionate fans. These fans follow personalities,
topics and events.
• YouTube fans are quintessentially millennial: 74% of 14-18
year olds use YouTube (68% of 19-24 year olds)
• Most viewed videos are music videos
with extremely high production value
• Native YouTube creators are beauty
and gaming creators with an authentic,
conversational style
• FunToyzCollector, TaylorSwift, Buzzfeed
Video
• Most viewed creators are toy channels
or well-known media brand channels
• Large ecosystem of YouTube native
creators with organic audiences
Source:Tubular Labs, May 2015

22. © 2015 Tubular Labs 22
YouTube video targeting details
Platform specifics Implications for marketers
Promoted views are counted at 30
seconds, and viewers expect longer-
format videos than Facebook
Make first few seconds and thumbnail
intriguing enough encourage viewers
to continue
Creator personalities are critical to
driving repeat viewers / subscribers
(“fans”)
Utilize YouTube influencers for
campaigns rather than relying solely
on quality video content; create for the
platform’s idiosyncrasies
YouTube is the second largest search
engine.
Create searchable and evergreen
content that answers questions.
Maintain an updated library on

23. © 2015 Tubular Labs
Creator Typical content Most recent video
Views last 30
days
FunToyzCollector
Review and playing of
toys
Box of Shopkins Surprise
Eggs NEW Toys Using
Shopkins Vending Machine…
430 M
TaylorSwiftVEVO Artist’s official videos
Taylor Swift – Chart
Achievement Award (2015
Billboard Music Awards)
407 M
Baby Big Mouth
Review and playing of
toys
Fun Surprise Egg Opening
Learning Game! Which One
is Different with …
343 M
netd müzik Mostly music videos Fazil Says Ses 317 M
BuzzFeed Video Viral video hub
Weird Things We Do For
Love 315 M
23
Top recent YouTube video creators
Source:Tubular Labs, May 2015

24. © 2015 Tubular Labs 24
Top recent YouTube videos
Video Description of content
Views /
engagements
Creator
Taylor Swift – Bad Blood ft.
Kendrick Lamar
Music video 125.6M / 2M
TaylorSwift
VEVO
Britney Spears, Iggy
Azalea – Pretty Girls
Music video 45.8M / 452K BritneySpearsVEVO
Clash of Clans: Ride of the
Hog Riders
Official TV Commercial 30.6M / 165K ClashofClans
Saad Lamjarred –
LM3ALLEM
Music video 30.5M / 221K Saad Lamjarred
David Guetta – Hey Mama
ft Nick Minaj…
Music video 29.8M / 378K David Guetta
Source:Tubular Labs, May 2015

25. © 2015 Tubular Labs
Instagram video overview
25
Fast facts Top recent creators Top recent videos
• Instagram video was introduced in
June 2013
• Only promoted posts have access to
view counts
• Videos auto play (silently) and loop.
Click for sound.
• Videos are on a feed, interspaced with
images
• Instagram video requires a highly popular creator for views,
and is very brand-safe given premium quality of video
format
Tubular TakeawaysAudience
• 59% of Americans age 12-24 use Instagram. It is currently
considered the “most important” social network by teens
(32%).
• Users find content via their feed and following hashtags
• Top videos feature celebrities (e.g.
Beyoncé and Kendall Jenner)
• Top 5 videos were all posted by a
celebrity
• Beyonce’, Kendall Jenner, Justin Bieber
• Top creators post funny viral content or
focus on a particular subject
• Soccer/futbol is a popular topic among
top creators
Source:Tubular Labs, May 2015

26. © 2015 Tubular Labs 26
Instagram video targeting details
Platform specifics Implications for marketers
Videos are autoplayed without sound
first – user must click sound to hear
audio
Make first frame very catchy –
consider using “title” card for reader to
understand content
Users find content via their Instagram
feed and popular hashtags
Keep your hashtags focused and use
the selectively. Would viewers surfing
a hashtag want to see your content.
Instagram is known for high quality
amateur photos
Make a good first impression with a
great thumbnail and provide similarly
high quality video

27. © 2015 Tubular Labs
Creator Typical content Most recent video
Views last 30
days
9GAG
Comedic, usually viral
content
The girl on the right is
basically me at prom #9gag 169 M
futbolsport Videos about soccer
Others would used their feet,
He used his shoulder. One
simple touch …
94 M
by433 Videos about soccer
Blatter has resigned as FIFA
president More updates in
433 app!
110.1 M
makegirlz
Makeup tutorials and
looks
quick eyeliner tutorial by
@mindy+espii <3, ‫ﻁطﺭرﻱيﻕقﺓة‬
‫ﻁطﻝلﺏب‬ ‫ﺡحﺱسﺏب‬ ‫ﺍاﻝلﺱسﺍاﺉئﻝل‬ ‫ﻝلﺍاﻱيﻥنﺭر‬
‫ﺕتﺡحﺏبﻭوﻥن‬ ‫ﺵشﻥنﻭو‬ ،٬‫ﺍاﻝلﻡمﺕتﺍاﺏبﻉعﻱيﻥن‬
60.9 M
nailsartvidss
Nail art tutorials and
looks
Raindrop Mani from
@nails.by.teens 59.3 M
27
Top recent Instagram video creators
Source:Tubular Labs, May 2015

28. © 2015 Tubular Labs 28
Top recent Instagram videos
Video Description of content
Views /
engagements
Creator
#FeelingMyself
VideoOnTIDAL
Ad for Beyoncé’s video
Tidal
3.9M / 1.3M Beyoncé
clearly still obsessed
Kendal Jenner lip
syncing
3.9M / 1.3M Kendall Jenner
How To Peel Jumbo
Shrimp That Is Very
Hot...
Taylor Swift peeling a
jumbo shrimp
3.5M / 1.1M Taylor Swift
@Phunkeeduck Bieber messing around 3.5M / 1.1M Justin Bieber
Lol I died at the end
my head literally hit
the…
Bieber playing on a
skateboard
3.4M / 1.1M Justin Bieber
Source:Tubular Labs, May 2015

29. © 2015 Tubular Labs
Vine video overview
29
Fast facts Top recent creators Top recent videos
• January 2013: initial Vine release
• Views are counted as “loops” on
Vine. A view is a “single” 6 second
loop.
• The Vine feed auto plays videos
• Working with influencers for branded content is the
most effective way to reach a mass and engaged
audience on Vine.
Tubular TakeawaysAudience
• Fans on Vine follow influencers almost exclusively.
• Vine is most popular among youth (12-24), however,
less so than Instagram, Facebook or YouTube.
• Top videos are a little random (e.g.
Ryan Gosling eating cereal)
• Top 5 videos have all different sorts
of topics
• Thomas Sanders, Lele Pons,
KingBach
• Top creators on Vine are typically
comedians or pranksters
• Personality is really important with
Vine’s time limit
Source:Tubular Labs, May 2015

30. © 2015 Tubular Labs 30
Vine video targeting details
Platform specifics Implications for marketers
Videos are short at only 6 seconds
Plan a head. The best vines are not
stale shots, but planned story arcs fit
into 6 seconds
Majority of views on the platform are
driven by influencers; fewer random
“viral” hits on Vine from smaller
creators
Work with influencers, rather than
investing in original content.
Vine videos play on a loop
Some of the best content gives the
appearance of an endless sequence,
which inevitable leads to more time
spent with the video and the content.

31. © 2015 Tubular Labs
Creator Typical content Most recent video
Views last 30
days
Thomas Sanders
Jokes about everyday
life
Those Unhelpful Study
Buddies (W/ BK.) 222.5 M
Lele Pons
High school moments
+ jokes
GRADUATION #wemadeit
@2015classes w/ Twan
Kuyper
366.9 M
Logan Paul Jokes about guy stuff Best Wingman #BeeAmazing 206.9 M
KingBach
Jokes about guy stuff
+ dating
When you get caught
FaceTiming bae. #KingBach 248.2 M
Twaimz Jokes about himself
Bartholomew wants to kiss
Petunia 157.1 M
31
Top recent Vine video creators
Source:Tubular Labs, May 2015

32. © 2015 Tubular Labs 32
Top recent Vine videos
Video Description of content
Views /
engagements
Creator
untitled
Ryan Gosling eating
cereal
50.1M / 821K Ryan Gosling
Bruhhhhh Distracting a student 32.1M / 975K MarkosDoesWork
watch out… Talking man into pool 27.1M / 929K Logan Paul
The Power of Puberty
Baby pictures of
celebrities
25M / 1.2M Lele Pons
Kanye Smile for a
Second
Kanye West Smiling 24.1M / 259K Gustavo Vega
Source: Tubular Labs

33. © 2015 Tubular Labs
Budweiser’s #ThisBudsForYou campaign uploaded
content to YT and FB depending on the platform
33
Facebook videos hosted silent vine-like short clips as well as hub content
• Identical versions of these videos on
YouTube & Facebook
• Facebook videos are optimized for the
silent news feed. They are visual,
shorts and the titles elicit responses.
YouTube featured different language versions; also saw hub content
Facebook
• 14 Uploads
• Avg. 20 seconds
• Avg. 56K views/video
• Avg. 434 shares/video
• Avg. 7.6K likes/video
• 8M total views
“Hit like if we’ve got you
reaching for the screen
- #ThisBudsForYou”
“Comercial de
Televisión de
Budweiser Buds &
Burgers …”
• YouTube videos are optimized for
TrueView. They are clearly advertisements
and do not have compelling titles.
• The YouTube version of “Macro Beer” had
the largest reach compared to all platforms
& video versions at 17 million views
YouTube
• 9 Uploads
• Avg. 41 seconds
• Avg. 1.9M views/video
• Avg. 766 shares/video
• Avg. 228 likes/video
• 17M total views
Case Study
Note: 3 official videos on vine (25K loops) and 5 on Instagram ( est. 17K impressions)
Source: Tubular Labs

34. © 2015 Tubular Labs
Adidas’s “Leo Messi: Take Today” video was
uploaded to YT & included in 1 of the montages
Adidas’s “Take It” campaign uploaded more
videos to YT, but saw more engagement with FB
34
Both the Facebook and YouTube campaigns revolved around two 1-minute “hub” videos
• YouTube versions combined had 48M
views; Facebook versions generated
18M views
• The Facebook videos had 1.4x more
engagements
YouTube featured 34 additional 15- and 30-second videos based on individual Adidas athletes
Facebook
• 5 Uploads
• Avg. 42 seconds
• Avg. 4.5M views/video
• Avg. 6.8K shares/video
• Avg. 149K likes/video
• 18M total views
• These videos generated an average of
127K views on YouTube
• Only one was uploaded to Facebook
• Two 44-second montages of these
videos were uploaded to both platforms
YouTube
• 40 Uploads
• Avg. 28 seconds
• Avg. 1.2M views/video
• Avg. 523 shares/video
• Avg. 1.2K likes/video
• 47.5M total views
Case Study
Note: 0 official videos on Vine and Instagram
Source: Tubular Labs

35. © 2015 Tubular Labs
Mission: Impossible Rogue Nation trailers
launched simultaneously on Facebook & YouTube
35
Facebook videos have more engagement than YouTube versions
• Top YouTube videos have
amassed 7.7M, 7.2M, and 4.8M
views, respectively
• Same 3 videos on Facebook: 8.7M
views cumulatively
• But the Facebook videos have 2.5x
more total engagements
YouTube involved more videos, averaging longer length
• 8 Facebook trailer re-uploads averaged
211K views; 5 on YouTube averaged
184K views
• 18 international YouTube trailers
averaged just 364 views
• 6 foreign Facebook trailers (all India)
averaged 19K views
Facebook
• 21 Uploads
• Avg. 1 Min 30 Secs
• Avg. 542K views/video
• Avg. 8K shares/video
• Avg. 11K likes/video
• 11.4M total views
YouTube
• 26 Uploads
• Avg. 2 Min 10 Secs
• Avg. 798K views/video
• Avg. 2K shares/video
• Avg. 2K likes/video
• 20.7M total views
Case Study
Note: Only included trailers from Paramount and Mission Impossible Facebook Pages and YouTube Channels
Source: Tubular Labs

36. Thank you!
Hannah Law
Vice President, Regional
Social@Ogilvy
@HannahLaw
Peter Fasano
Managing Director
Social@Ogilvy, North America
@PFasano
Allison Stern
Co-Founder
Tubular
@allisonstern

37. © 2015 Tubular Labs
Thank You.
For more information please contact us at:
contact@tubularlabs.com or sign up for a
software demo at Tubularlabs.com/seemore