Some retailers are more active in social media than you might imagine. A full 12% of them have more than one million fans. Brands in that category include Victoria's Secret, Kohl's, Nike, Target, Walmart and Best Buy). Over 50% have over 100,000 fans. I wish I knew how they were doing it.

It seems like video is certainly helping them along. When a video is posted to one of their walls hundreds and even thousands of people comment and like the video. That in turn expands,socially to tens of thousands of impressions. In the graphs below, the left is uploaded by the Brand while on the right is uploaded by their fans. SundaySky stated that Target and Nike are leading in fan-uploaded videos with 58 and 57 but that most were spam.

E Commerce Retailers   Active In Social Media But Lacking Mobile Video and HTML5 uploaded video stats

On the mobile side, they found that mobile video is still young and hasn't seen a lot of uptake by major brands. Most mobile sites don't have videos on them, there have been few HTML5 deployments for mobile, which means most won't play on the iOS devices and regular versions don't play well on most mobile devices.

Their overall findings are that many retailers aren't taking proper advantage of online video, mobile video or social networking. While some are showing amazing success, others are not. The importance of video SEO was highlighted by the recent changes at Yahoo, who started using Bing as their search engine. Sites like NewEgg that formerly had thousands of videos indexed at Yahoo now only have dozens.

ALSO â–º  Top Vine Stars & Most-Watched Vine Creators: December 2015 Leaderboard

Of the retailers with ecommerce that are using video Amazon and Overstock are far more advanced with over 200,000 and 160,000 videos each.Then there's a massive drop off to two that have around 20-30,000 and the top ten drop as low as 3,400 videos. In regards to Google indexed videos Amazon is the leader with around 224,000 videos indexed. isn't quite doing as well of a job with only about 56,000 or 30% of their videos indexed. HSN is doing something completely right as they've got 100% of their videos indexed by Google as does Amazon. They [HSN] also happen to be the number one retailer with a YouTube presence with the largest number of videos. Each video has a link to the matching product page, hence YouTube is not only used for brand promotion, but also to drive traffic back to the website. They are also number 2 on Facebook.

You an read all the findings at SundaySky.

  • kelvinscott

    Great Tips!Its a very useful.This post was extremely fascinating, especially since I was browsing for thoughts on this matter last couple of days.

  • Haroun Kola

    A lesson to us small timers that we can overtake many of the big brands with our online video marketing efforts :-)
    Thanks for the post!

  • Richard McLean

    Hey Chris,

    Video is definitely the next big thing in the social media world. I've been an intern at a hybrid social media/video production company and have quickly learned that internet video can be the most powerful form of communication. It doesn't surprise me at all that retailers are receiving a ton a social media buzz around their posted videos, the current 20-30's generation was practically raised by television and video. It's definitely the best way for a company to ensure that their voice is heard.

    If anyone is interested in social media video production, they should consider taking a look at Varvid's attempt to make internet video more accessible:

    Thanks for the awesome article :)

    - Richard

  • Terry Van Horne

    Mobile... well besides there being a sifnifcant time til HTML 5 is a real standard supported by all browsers. So, a little early in the game to be sinking a lot of $ into it... kinda like US economy. On mobile devices peeps are expecting/want a different site cuz quite simply peeps are doing different things on a Mobile device than they are on the web.

    Tablets and netbooks are more suited to "web surfing" but Mobile is most productive when used to do specific tasks like find stores, local search etc.. Most aren't going to read blogs... uber geeks yes... the regular Joe... too costly with a crappy user experience. Since Google is not being transparent about their Mobile Data ie the reported 20% of searchs I'm very skeptical. You don't add your top gun to a team because it's doing well. I think a lot of the searches are for phone numbers!

  • Christophor Rick

    Hey I'm here for you guys! Thanks for the feedback, I love feedback heh.

  • Nick Stamoulis

    People are afraid of new and unfamiliar, once they know how to properly leverage the powers of social media, video marketing etc.. they'll see the benefits are worth it.

  • Sasha

    Thanks for posting this. Makes sense with video content being so popular that companies that invest time in it, get good results out of it!

  • Yaniv

    Hey Christophor,

    Thanks a lot for posting this.