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BizReport : Blogs & Content : May 28, 2010

Why does Twitter refer the most engaged traffic to video content sites?

It looks like online video and micro-blogging is a match made in heaven. New data from TubeMogul shows Twitter outdoes other online giants when it comes to referring engaged traffic to video content and experts concur. But why?

by Helen Leggatt

Twitter has emerged as a top video-sharing tool out of all the big players. It refers more traffic than even the likes of Facebook, Google, Bing and Yahoo, according to the somewhat sparse data released by TubeMogul to Mashable - but only in terms of "engaged" traffic.

As Steve Smith from MediaPost's VidBlog points out, "In fact, 51.75% of video traffic is direct to the destination, while 38.92% is from Google searches, 5.58% from Yahoo, 2.29% from Bing and .4% from Facebook. As a share of referrals, Twitter isn't even showing up in the report, but TubeMogul tells me that it is the sixth most common referral (.19% of traffic), which makes it a less active referrer of video views than Drudge Report".

However, TubeMogul's survey did reveal that those who found video content via Twitter were likely to engage with it for longer. Audiences from Twitter watched video content for, on average, 2 minutes and 7 seconds compared with Yahoo (1min 54 secs), Facebook (1min 50secs), Google (1min 27 secs) and Bing (1min 9secs).

Perhaps Twitter's success at referring engaged audiences to video content is that it works on the basis of "push" technology and is very much geared towards discovering media and interest-specified content rather than focusing on friendships and searching as per social networks and search engines.

Mashable's Jolie O'Dell thinks it might have something to do with "the sheer volume of content and the ease of spreading that content around via retweets" while online video expert Steve Garfield told her that "Twitter is my #1 recommendation engine for finding videos".

Tags: online video, search, social, social marketing, Twitter

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  • Twitter seems like the perfect match for sending traffic to any designated place. It becomes more of a guidepost to the most watched or the hottest stuff going on. What an incentive for any small business to get on board.



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