According to a recent study performed by AOL Platforms, marketers who are looking to harness the power of paid social campaigns will want to look closely into using YouTube as a big part of their investment. The study shows that when introducing new products, YouTube is able to generate an average of a 14% conversion rate.
The study looked at over three billion impressions, 15 million conversions and 500 million clicks to put together the information, making this quite a large study.
The study specifically says, “In our analysis, YouTube appeared to be the strongest of the social networks at introducing new products (18%) and driving conversions (14%). This is a good indication that video is an important factor or advertising to potential customers. Facebook came in a close second place in terms of introducing new products (11%) and closing sales (10%)”
In addition to just looking at the social marketing, it also provides some important information about what types of marketing convert the best. The study found the following stats:
- Affiliate marketing converts at about 3.24%
- Social marketing converts at about 2.49%
- Email marketing converts at 6.08%
- Display marketing converts at about 2.42%
Of course, most marketers will use a combination of these tactics to help improve their overall conversion rates.
One last stat that should be noted is that the study found that social paid leads convert about 25% better than organic leads. So, while organic leads are a great addition to any marketer’s toolbox, they should never consider that to be sufficient.
You can see the entire study from AOL, titled “Myth-Busting Social Media Advertising” HERE.