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Buried in a wonky, statistic-heavy WWD article about how fashion brands are using video is this interesting little nugget: The power balance appears to have shifted from Facebook to YouTube when it comes to driving traffic to brands. Fully 4 in 10 consumers visit a store either online or in person as a direct result of watching a video online.
WWD also reports that fewer brands registered Facebook as a top driver of traffic last year, according to L2 Think Tank, and that the percentage of brands who registered YouTube as a top platform for referral traffic doubled from 20% to 40% between 2011 and 2012. That's a lot of numbers and percent symbols that say the era of the status update may be on the way out, y'all.
· Measuring Online ROI: Brands Turn to Video as Consumer Yardstick [WWD]