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A new Pixability study finds that the top 100 global brands use YouTube to build an engaged audience and drive business results. One key lesson: video marketing is as important as video production. Here are seven tips for stellar YouTube results.

Pixability has just released a comprehensive industry study, The Top 100 Global Brands: Key Lessons for Success on YouTube, which details how global brands are successfully driving video and digital marketing success.

Revealing a 99 percent YouTube adoption rate and 73 percent year-over-year growth, the brands driving the best business results are moving beyond television-style brand awareness to much more socially-engaged, longer-form, content-rich channels.

monthly-videos-published-on-youtube-by-global-top-100-brands

Why YouTube?

Starting with the list of companies identified in Interbrand’s Best Global Brands report, Pixability collected data from YouTube channels owned and managed by these Top 100 Global Brands. Pixability software collected a list of 2,214 candidate channels. A group of analysts then verified each channel according to the criteria listed above and reduced the list to 1,378 verified channels.

All individual metrics per video were added by channel and then by brand to get to the total values used in the study. The raw data was used as an input into Pixability’s Online Video Grader software.

The data presented in the study represents full and exact counts of the metrics described above. No sampling, estimates, regressionsor projections were used.

“We knew that the data collection for such a large set of videos was a monumental task, but our software quickly delivered audience, usage, and performance data in every dimension,” said Andreas Goeldi, study co-author, CTO, Pixability. “We found significant disparities between the top and bottom performers in this elite group, showing that some brands get YouTube and others just don’t.”

Top Brands Embrace YouTube, But Challenges Remain

Over the past five years, the top brands have gone from just a few dozen YouTube uploads in 2005 to more than 10,000 cumulative video uploads in a single month last year. These 100 brands alone now account for 9.5 billion collective YouTube views and more than 2,200 channels containing 258,000+ videos.

Pixability anticipates that by 2015, they will likely invest in the production, marketing, and distribution of more than 1 million new YouTube videos.

But brand marketers have work to do: the study uncovers that more than 50 percent of their videos get fewer than 1,000 views.

“The best brands and marketers understand YouTube and treat it differently to get stellar results,” said Rob Ciampa, study co-author, EVP Marketing, Pixability. “The ones who don’t? They end up back in the legacy marketing world wondering why their customers are somewhere else, such as a competitor’s YouTube channel.”

Key Lessons for Marketers

Understanding that video marketing is just as important as video production, these brands offer valuable lessons. The report pinpoints seven core best practices for brand marketers.

1. Be a well-oiled, consistent, video content machine

  • The most successful brands have 50 percent more videos per channel compared to the least successful ones.
  • The best-performing brands publish high volumes of content on a regular schedule.
  • Top aggregate brands publish approximately 78 videos per month. Leading media brands produce even more: close to 500 videos per month.

2. Take video optimization and YouTube channel architecture seriously

  • YouTube is the 2nd largest search engine, so discoverability is key.
  • YouTube SEO follows very different rules than traditional SEO.
  • Within traditional SEO—Google prioritizes web pages with YouTube video embeds.
  • The best performing 25 percent of Top 100 Global Brands took more care in optimizing their videos and channels, maintaining twice the number of playlists and video tags than the bottom 25 percent.

3. Don’t get caught in the overproduction trap; lesser quality video works well, too

  • The best YouTube marketers produce a broader range of video content.
  • Videos do not need to be prime-time quality because those with lower production value can be just as effective.

4. Apply an “Always On” strategy to video marketing

  • The most successful brand marketers on YouTube integrate their online video strategies with their traditional, offline marketing strategies.
  • Successful video marketers don’t hesitate to produce video series for very limited, but highly engaged audiences, such as event participants.
  • 17 of the Top 100 Global Brands use less than 50 percent of their channels.
  • Continued advertising results in sustainable channel growth and subscribers.

5. Apply branding consistently, intelligently, and methodically

  • The top performers consistently brand their videos in both the video content itself as well as in metadata, which includes titles, tags, and descriptions.
  • An appropriate level of branding within videos is essential because successful YouTube videos are often used outside of the context of a branded YouTube channel, such as website embedding.
  • Over-branding may limit sharing within independent communities of interest.

6. Adding more content is more important than adding more channels

  • 37 percent of all channels have not been updated with fresh content for over 120 days.
  • Successful marketers have YouTube channels that clearly focus on specific target audiences.

7. Engage your community with social media

  • Facebook and Twitter are among the most important sources of traffic on YouTube within the Top 100 Global Brands.
  • Users frequently share videos on social networks, and video content is attractive for sharing.
  • The top 25 percent of brands had significantly higher social sharing of video than the bottom 25 percent.
  • Viewer sentiment is starting to show distinct trends by industry. Home and luxury segments have the highest sentiment, while financial services and consumer goods have the lowest.

You can download the report here.

Continue reading on searchenginewatch.com

YouTube is the second largest social network in the world, with more than 1 billion monthly active users, if you haven’t started treating it like a social network and developing your audience, you’re missing out on something big. As Robert Kyncl, the VP and Global Head of Content for Google/YouTube said, “Audience development is equally as important as great content. By creating fantastic content and spending zero time on audience development, you are certain that you will not succeed on YouTube.”

Although Social Media Managers and marketers have mastered the art of Facebook and Twitter audience development over the past five years, YouTube marketing is still in its infancy. There’s a lot of confusion over what works and what doesn’t. So here are five best practices that top creators on YouTube are using to organically grow their audiences.

1. Determine your success metrics

Before launching your YouTube campaign, it’s important to determine how you will measure success. The metrics you want to pay attention to will be different depending on a) what type of campaign you have the budget for, and b) what you’re looking to gain from it.

The first type of campaign is a called a reach-based campaign. An example is Red Bull’s now-famousspace jump with Felix Baumgartner, which was designed to receive as many views as possible in the shortest amount of time. Red Bull poured an estimated $65 million dollars into the campaign, which resulted in more than 34 million views for its official video alone. While the brand cachet for such an iconic video is clear, it paid almost $2 per view — which, even if you’re Red Bull, is a lot of money.

The second type of campaign is retention-based. Pokemon In Real Life! by SMOSH, a Web-based comedy duo consisting of Ian Hecox and Anthony Padilla, received the same number of views as Red Bull’s official campaign video but at a fraction of the cost. How did they accomplish this? Without the marketing budget of Red Bull, SMOSH resorted to a retention-based campaign that focused on organic audience development, increasing their subscribers, and increasing watch time. Through sustained audience development SMOSH’s channel has 3.6 times the subscriber count as Red Bull’s – subscribers monetize better and are more likely to become customers.

Continue reading on pandodaily.com

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