I interviewed Tubemogul’s Director of Communications and Marketing David Burch about their recent report including data on Twitter and video, which declares that Twitter is one of the fastest growing ways that video is being discovered online, and that video referrals from twitter are more valuable than referrals from Google and other search engines. David says that for online marketers and video professionals, “there’s no good reason now not to be on twitter.”

There’s been bunch of big news on Twitter with video recently. First there was the announcement of the updated Twitter website, which features embedded videos in Twitter feeds. OnlineVideo.Net reported in their article, The New Twitter: Now Featuring Video, “For now, video from Brightcove, Justin.TV, Twitvid, Ustream, Vimeo, and YouTube can be embedded into a Twitter feed, as well as photos from Flickr, TwitPic, and others.” While most Twitter users aren’t going yet see this on their own screens until a few weeks, the article’s author, Eric Schumbacher-Rasmussen, reports that the rollout of the new Twitter site “should be a boon to anyone who uses video to communicate for business.”

Coinciding with Twitter’s announcement, the online video analytics and advertising platform Tubemogul released their joint quarterly research report with the online video platform Brightcove, which included a bunch of interesting data on and from Twitter about video. The report titled Online Video & The Media Industry (originally covered last week here on ReelSEO by Jeremy Scott),  gathered its data from a sample of its clients including the top brands, broadcasters, newspapers, and media companies online Here are some of those statistics:

Twitter Has Become Important For Video Marketing

The report cites that Twitter is now the 2nd fastest growing discovery source of video views, growing at rate of 38.7% PER MONTH. That rate is ahead of all search engines and behind only Facebook.

With brands, this trend is even more pronounced, with the number of video streams that twitter is referring per month is growing at a rate of 55% per MONTH.

But how does that compare with the actual percentage of referrals? Well, Google continues to generate the highest volume of traffic to online video content. (For the exact stats, Tubemogul reports that 40.1% of the total video streams came from Google, 16.8% from Yahoo, 13.1% from Bing, 7.9% from Facebook, 2.7% from AOL and 0.9% from Twitter.) However at the current rates, Facebook and Twitter will become only behind Google in referral traffic to online video content. (At least for media companies, but possibly for the public-at-large.)

And let’s talk about engagement levels. Twitter beats out all of the search engines and display ad networks, and again is a close second to Facebook.

Twitter-Referred Video = More Engaged Audiences

The report cites in most of the media verticals, Twitter follows only Facebook tended to refer more engaged viewers than search engines. Broadcasters saw the highest engagement levels from Facebook, while Twitter held the top spot in terms of engagement for music videos. This data is even stronger for brands, viewers coming from Facebook and Twitter lead to the longest viewing times.

My Interview With Tubemoguls’ David Burch

Tubemogul's David Burch

Tubemogul’s David Burch

Grant: What would you say your report’s data can say about the business value of using twitter with video?

David: Twitter is one of the fastest growing ways that video is being discovered online. In terms of engagement, it leads search engines and a whole bunch of other potential sources of video, second only to Facebook. So Twitter is a really great source for finding the viewers that care; i.e., the viewers that will actually want to share and engage with your video.

Traffic Strategies With Twitter Video For Business

Grant: What traffic strategies have you seen involving video content with Twitter?

David: I’ll admit first off that I’m not up on every latest twitter app being used out there. I know there are things like twitvid and video destinations doing the same thing in video (and in photos, like twitpic, and tweetphoto). But I really think what this data shows is that people is are sharing what they’re already watching. And what they’re seeing with the engagement and volume, is just due to the way twitter’s built. People share with people that have similar tastes. It’s more likely to be an echo chamber; and if your brand is in that echo chamber, you’re going to find the best viewers of anyone out there.

Grant: Now that Twitter is going to allow for videos and photos to be embedded right in the site, will keeping people on twitter add to that echo chamber? Perhaps video not just embedded on Twitter, but even hosted by twitter could be next?

David: I think it’s still going to be a lot of it is people sharing videos that they’ve found on YouTube, or on a brand’s site, and they want to share it right from there. Like I said, it’s already growing and businesses should be on Twitter. I really believe that. There’s no good reason now not to be.

Tubemogul’s Analytics With Twitter & Web Video

Grant: Tell us about Tubemogul’s analytics platform with Twitter video.

David: Tubemogul gives all the measures on twitter our report lists. If you use our analytics for your website’s video player, you’re going to have a ton of analytics information for where people are coming for your videos. And we also offer that for some syndicated websites: For people using us for video distribution. And of course, advertisers are using our advertising platform. We provide a whole other layer where on your video ad units, we can put our “share” button, where we can track the rate of which people share your videos, and which people are finding it and sharing it on Twitter.

Tubemogul screenshot of video analytics – twitter in traffic sources data