Case Studies Brought Exclusively from The State of Social Video in 2018 | Egypt edition.
Do you realize how many videos are published every year? We know.
We tracked around 1000 brands in Egypt, in 29 industries. The top industries were FMCG, Telecommunications heading over NGO.
The number of videos published in 2018 was exactly 43.1K video over Facebook and YouTube and the data shows a constant increase in video distribution.
This amount generated 7.27 Billion views, 4M comments, and 6.47 shares, and around 60M reactions.
FMCG, in particular, has published an average of 492 videos monthly, generating 263K avg. views and 2.8K avg. engagement.
We put Pepsi, Molto, and Chipsy under Mintrics’ microscope. The below charts are snippets from the report, comparing the engagement and viewership rates of all three brands in every month of 2018.
We see that Pepsi is the top performing in engagement through most of 2018, especially in May with 1M views for their 70-years celebrating campaign, concluding of 17 videos featuring songs from different decades.
Chipsy won the top performing in viewership on March with 35M views due to their happiness campaign.
Diving into details; Chipsy, Pepsi, and Molto are SHINING with their video campaigns. Only Pepsi, as usual, fascinates us with their video advertisers.
This past year, featuring Mohamed Salah in their video ad with Vodafone grossed 19M views
You’ll see Orange, Vodafone, and Telecom Egypt in another campaign analysis brought to you by Mintrics. Feel free to post any campaign analysis requests in the comments below and we’ll provide it ASAP.
Pepsi came in the 1st place with 27% of the total views of FMCG brands, that’s 1.4x higher than Chipsy in the 2nd place with 19%.
We have also Chipsy surpassing the FMCG video producers, especially in March with their “Happiness Campaign” consisting of 10 videos at last. Surprisingly, the views they grossed this month are 27% of their overall views. This video grossed +16M views on Facebook alone:
In spite of the 54% Molto has published the total FMCG videos in 2018, it hasn’t top performed in either viewership or engagement. They even only got 1.3% views, in fact, Molto didn’t take place among the top 10 brands!
However, it’s only fair to indicate that the 390K views they generated from +1K videos were actually a decent amount of views considering that most of these videos were short-form (1-2 seconds) that were only used in replies to drive engagement! – Although it didn’t, really.
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