Clinton is walloping Trump in video content, too (for the most part)
Just about one week away from one of the most contentious presidential elections in modern history, analytics firm Visible Measures said videos from candidates Donald Trump and Hillary Clinton have been viewed nearly 1 billion times, which “goes to show that the digital world is having a real and proven impact in the political arena.”
Credit: YouTube
While both candidates have almost the same number of social interactions – with less than 1 percent difference between them – Trump has a higher rate of social interactions per view, gaining approximately one social interaction every 15 views to Clinton’s 20 views, Visible Measures said.
But the Trump campaign shouldn’t reach for party hats just yet. Per Visible Measures, Clinton has a wider reach with her video content. What’s more, she has uploaded more content and has garnered more views and more engaged viewing time than Trump.
In fact, from February through September, Visible Measures said Clinton averaged 98 uploads per month while Trump averaged 49 and Clinton has had 33% more views and 82% more engaged viewing time.
However, in spite of a smaller pool of videos overall, Trump has 49% higher average viewership per clip. At the same time, Visible Measures said, despite this difference in average views, the amount of time users are spending viewing Trump’s content is not proportionally higher. The average time spent per view per clip is 25 seconds on Clinton’s content versus 22 seconds on Trump’s content.
Further, Visible Measures said both candidates are seeing the highest viewership on Facebook, followed by Instagram and YouTube. And while Clinton is garnering social interactions on YouTube at twice the rate of Trump, as well as higher viewership on Facebook, Trump is earning social interactions at a higher rate on Facebook. He also has 2.5x higher average views per upload on Facebook compared to Clinton and 2.1x higher average engaged viewing time on the platform.
And, perhaps not surprisingly, negative videos from both candidates had higher average viewership and engaged viewing time than positive content. And while Clinton had lower average viewership than Trump on positive videos, she had higher engaged viewing time than Trump on average in both categories.