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| Social media aids streaming video engagement |
| Tuesday, 07 February 2012 00:00 |
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Social media sites can be far more effective than standard search engines for driving engagement with streaming media content, according to Gregg LaRoche, director of product marketing for online video platform Brightcove,.
Mr. LaRoche stated during a recent Streaming Media West panel that users are much likelier to watch a video if they are linked to it via a social network. By contrast, search engines have been having difficulty finding the right way to index and categorise videos, due to the basic coding differences between this type of content and standard html content. Mr LaRoche stated that search companies and video producers are both working to make videos more discoverable online, but suggested that social media currently remains the best way to drive engagement with content. "If you get a referral from someone within your trusted network, of course you're going to watch that video on average longer or through to completion," he explained. Leading online video portal YouTube introduced greater social media integration to its site with its recent redesign, while CNET reported last month that social network Facebook is looking to expand its video offering through the buyout of Vevo. Posted by Geoff Phillips  |