This week we have insights on why video is effective for driving traffic and engagement, how the share of conversations on Twitter through the purchase cycle differs by industry, and how users around the world engage about Easter on Facebook.

This portion of an infographic by Delos Incorporated highlights how websites with video have three times the monthly visitors than a website without and are able to get 46% of viewers to seek out product information. When you have a great video, promote it through social advertising to extend its reach and generate interest for your brand. Facebook video ads provide advances metrics. For example, Facebook advertisers receive metrics that show how many people watch 25%, 50%, 75%, or 100% of the video. 

The charts below were shown on Twitter’s Advertising Blog as part of a longer series of industries. They reveal the share of Twitter conversations for each stage of the purchase process in each industry category. For example, users talk about big box retail on Twitter during the product or service evaluation stage, where as for consumer electronics the conversations center on post-purchase chatter. Understanding these insights helps you maximize revenue by targeting shoppers on Twitter with the right message, at the right time. For example, for big box retail try to use social listening to find conversations about comparing your product to a competitor, and then send that person an ad or promotion. With consumer electronics, try to use sales data to up-sell shoppers that have just purchased. Salesforce Active Audiences allows advertisers to do just that by using CRM data and Social Listening to segment shoppers into Twitter Tailored Audiences, and then, using social.com, send a relevant ad at any stage.

This week’s final insight is a part of an infographic from Facebook IQ that shares a study about Easter conversations in nine countries across five continents to learn about people’s holiday festivities. Facebook users in 2014 began the conversation four to five days before the holiday and posted about Easter 20% more in 2014 than the year before. The age and gender breakdown of the conversations, specifically about chocolate and candy, varied widely across various countries. Advertisers need to start their Easter campaigns at least one week before the holiday and target the demographic segments that are the most active in the Easter conversation in each country. If you only launch your ad campaigns for Easter a day or two before, you’re missing out on key conversations.

See how OMD and McDonald's executed a global video advertising campaign tied to the World Cup!