YouTube Converts More Customers Than All Other Social Networks [STUDY]

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YouTube Converts More Customers Than All Other Social Networks [STUDY]

VentureBeat reports that, when it comes to paid advertising on social media platforms, YouTube is king.

YouTube is the clear winner in a few key areas compared to other social platforms, including introducing new products to customers, and helping consumers make purchasing decisions. The information was taken from a new study Aol Platforms released today.

The report looked at data found within 500 million clicks and 15 million conversions during the first quarter of 2014. Social purchase interactions were tracked through Convertro’s attribution technology. This then determined which platforms had affected online sales and at what point in the purchasing decision they had influence on the consumer.

Jeff Zwelling, CEO and co-founder at Convertro told VentureBeat:

We believe that YouTube does well in both of these important purchase funnel areas for a number of reasons. YouTube’s own search volume and preferential positioning on Google’s results help drive large amounts of traffic, of course. But when you get to YouTube, the content is rich, descriptive, and usually helpful.

I’ve done this myself. I recently bought a coffee machine. I had the decision down to three alternatives and couldn’t decide which one was best for me. In the end, I watched videos on YouTube of people using all three machines and chose the one that matched my idea of a good coffee maker.

There are There are multiple stages of the online purchasing cycle where social platforms come into play:

  • First stage: Being introduced to a product via social media is considered the ‘first’ stage of the purchasing decision.
  • Middle stage: The ‘middle’ of the buying cycle is where consumers are exposed to may see re-targeting ads that drive them back to the product they were originally looking at.
  • Last stage: In the ‘last stage, consumers will often go out of their way to search for the product they’ve been introduced to in the first stage or the product that has been retargeted to them in the middle stage. At this point the customer is ready to buy.

It’s important to note that these stages aren’t followed in order, purchases are made at all stages of the process.

The study from Aol Platforms’ concludes that YouTube is strongest at both introducing new products and helping to close sales. Facebook is the second best platform in those areas, with Google+ coming in third place.

Twitter was found to be the worst platform for product introductions, nine times less effective than YouTube. It is also the worst platform for closing sales, but interestingly enough it performs incredibly well during the middle phase.

However, if you pay for sponsored tweets on Twitter, then those tweets will be 30 times more likely to lead to a direct purchase, and over five times more likely to introduce a new product to a customer. Promoting tweets also help to boost the conversion rate up to three times more than the conversion rate of organic tweets.

For more information, you can download the full study right here.


Matt Southern
Matt Southern has been the lead news writer at Search Engine Journal since 2013. His passion for helping people in all aspects of online marketing... Read Full Bio
Matt Southern
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  • Wow, this study is very interesting! Who knew Twitter would be the worst platform to us to introduce a product. YouTube is a more powerful platform than people may think and this study reveals great insight. It’s a great idea to use video content to market and boost local search rankings! Since Google owns YouTube, it’s not surprising that it’s the best one to use to improve your search ranking results. More than 1 billion unique users visit YouTube each month and over 6 billion hours of video are watched each month.

    Some ways businesses can properly utilize YouTube improve their local SEO and thus boost their local search ranks are:

    -Placing your website link in the description
    -Make sure your NAP is included (Name, Address, Phone)
    -Use Geotagging for your videos
    -Juice up your description field
    -Associate your video with Google Places Listings & Google+ Local Page

  • Great to see YouTube is performing well as compared to other social media platforms. Surely I’ll concentrate more on YouTube to increase my sales. Thanks for the share.

  • jessica

    Nice article! Did it say if YouTube TrueView or just viral YouTube videos drove most conversions? Or perhaps both of them combined drove most sales.

  • YouTube is gonna stay for ever, people get bored with other social networks, but YouTube is Evergreen. Yes! people get more influenced with visuals and that is the reason why education has also been supported by visual lessons…

  • I know Youtube is King and i t will remain in future too.

  • That is awesome. Especially because I do like to produce videos to both promote a Product, and also to give great insight in how to use the product the best. Are there any indications as to what kind of video that converts best? A slick super professional video, or a video where a person presents the product and “how tos”?

    As for Twitter that has never been a place where I have found new products actually. I Guess I am not in mood for such tings there. At YT I kowever search for solutions, expecting a video to show me the solution. If I need to buy a product to get the solution, so be it. I have SEEN it, and I want it 🙂

  • wow! what a informative article. I knew it as a affiliate marketer. Really YouTube is a more powerful social media to introduce product. I am sure if anyone concentrate on YouTube sales will increase must. Thanks for sharing this kind of article.

  • Great article. I been wanting to do youtube videos to get a bigger reach. Now I just have to create the content.

  • Great Article. Indeed.

    When I started reading this article, first thing came to my mind was where Facebook stands, because Facebook has also been quite impressive with conversion, might be because of diversified and detailed stats and user data they have in their record. Obviously, Youtube stands ahead. It turns out to be a major information hub.