Despite YouTube becoming one of the most popular video marketing platforms, many brands still haven't mastered it, according to a new report.
The report “The Top 100 Global Brands: Key Lessons for Success on YouTube” was compiled by Pixability, a YouTube-certified marketing and advertising software company. These brands were taken from Interbrand's “Top Global Brands of 2012”, a list that includes Coca-Cola, Disney, Cisco, 3M, Facebook and Yahoo. The Pixability report looks at the brand's presence and strategies on YouTube, the best marketing practices and how YouTube is an important part of content marketing.
Brand Presence and Strategy
Since its launch in 2005, YouTube rose to become a video phenomenon with over 1 billion viewers each month and 100 hours of video uploaded every minute. Companies have produced a vast amount of content over the past eight years to engage with viewers. For the top 100 brands this includes 1,378 channels and 258,000 videos that have had a collective 9.5 billion views.
The report notes that over the next few years the amount of videos posted on these channels will increase, as companies invest more in visual content, along with the marketing and distribution of these videos.
While the amount of YouTube content grows, the amount of videos produced doesn’t always equal how many views a channel has. For example, MTV and Thompson-Reuters were ahead of Google and Disney in the amount of video on their channels, but the latter two companies were at the top of "total views" list. MTV was seventh and Thompson-Reuters’ didn’t even rank because of the kind of content it posted.
Companies in the technology and automotive industries recognize that video is a perfect medium to introduce and explain complex products and services to their prospective audiences,” says the report.
The report found a great deal of similarities in ideas and techniques among brand's marketing strategies due to competition. The results then, are often the same.
There are a few things brands should note about YouTube. The first is that YouTube videos tends to have a longer shelf life than other types of content. In the first three weeks of being posted, an average video has about 40 percent of its views, with the next 30 percent coming in between four and 12 weeks of being posts and another third coming between week 12 and 52. Overall, a video has between 12 and 52 weeks of total shelf life, compared with the 22 hours of a typical Facebook post.
The second note is that video usually equals a good ROI for many businesses as the videos that have the most viewers also tend to have the most social shares. According to the report, the most popular brands tended to have 89 times more tweets and 330 times more Facebook shares than those that weren’t as popular.
Some Marketing Practices are Better than Others
As with any marketing channel, there are certain practices a brand should used or avoid.