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.
To gain more followers, a marketer shouldn’t try to create a bunch of different channels for one brand. Fifty six of the 100 top brands had 10 or more channels, but it’s often hard to produce content for these channels as 17 percent had channels that were inactive. So, a business has to limit how many channels they create, but still make sure they are able to create good, consumer-focused content.
While industry, budget and number of audiences served dictates the number of YouTube channels a brand needs to maintain, excess channels are problematic, leading to audience confusion and marketing challenges,” says the report. “Brands must ensure that the channel strategy is driven by audience needs.”
The report also highlights seven practices that can help brands develop a better strategy. The first two practices are to create a lot of quality video content and practice good video SEO. As more quality content is produced, more viewers will interact with a channel and its videos. An example of a successful video channel is Disney, with 1.8 billion views from about 15,000 videos in 41 different channels. As for SEO, the report says that businesses should be creating high quality metadata or having a video title with the brand's name in it. In doing this, a video is more likely to show up when someone uses the YouTube or Google search function.
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