We’ve seen a rise in video content circulated in the Outbrain network – brands are really seizing the power of video. Some of these videos are hosted on owned domains (i.e., “brandname[dot]com”) and others are hosted on 3rd party sites like YouTube, Vimeo, or Flickr.
We turned to our data to evaluate engagement and found that videos hosted on YouTube generate a 46% higher average click-through rate (CTR) than videos hosted on owned domains.
Source name also carries a lot of weight when it comes to engagement. We wanted to see just how much.
When a brand name was included in the source name of YouTube hosted videos (e.g., “Brand X on YouTube”), their CTR was 22% higher than on brand domain hosted videos. But the best results of all were those that simply said, “Source: YouTube.” Perhaps that’s a feather in YouTube’s cap.
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