Key Lessons from Top Hundred Global Brands on YouTube

According to Pixability, YouTube video publishing rates for the Top 100 Global brands have increased an average of 73 percent annually since 2009.

The Top 100 Brands have generated 9.5 billion collective video views and over 258,00 video uploads. As the upward trend for YouTube video continues, projections show that the top brands will invest in more than one million new  YouTube video by 2015.

The research showed that adding new video content is more beneficial than creating additional YouTube channels. With 50 percent more video, the top performing brands proved there was a  correlation between the number of videos produced and the total number of views the video received.
onlinevideocorrelation

Along with publishing more video, the top performing 25 percent of the 100 Global Brands achieved 330 times greater video sharing on Facebook and 89 times more video sharing on Twitter than the bottom 25 percentile. They also maintained twice the number of playlists and video tags for optimal SEO optimization on YouTube. Of the leading performers, Disney earned over 1.8 billion collective video views with more than 15,000 video assets across its 41 YouTube channels.

The study findings also showed that YouTube video have a much longer shelf life when compared to other social media posts, with the average video receiving 40 percent of total views during the first three weeks, and 30 percent of total views taking place between four and twelve weeks after the original publishing date. After twelve weeks and up to a year, a YouTube video will accumulate another third of its views.
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Planning a campaign launch which has an equation outside “the views only” approach to achieve results has been defined as ‘People + Platform x Snowball Effect’ = Results.

This demonstrates that going viral is not a one-man show; it takes the right people, the right platform and an ongoing plan to achieve viral results.

Part #1 – THE PEOPLE

The most important part is to identify key influencers that will guide and share your brand conversation in the right manner with the right audiences.

Part #2 – THE PLATFORM

Placing your video in the right category with the right key words is one part of it after seeding it to the right influencers.

The Platform where video is most shared is Facebook and your strategy for video  marketing could include an app for promoting your product and getting an audience with Facebook ads or Promoted Tweets.

Part #3 – SNOWBALL EFFECT

‘Snowball effect’ comes in when Video is propelled and shared within a network.

By coordinating with influencers and having a number of popular sites feature the video on
their homepage,and creating connection on social platforms you can make your video go viral.

Key Takeaways

1.Publishing more video content on YouTube can get you more views and a larger audience.

2.YouTube Video have  a longer shelf life compared to shares with a third of views coming after twelve weeks.

3.Maintaining twice the number of playlists and video tags for SEO optimization on YouTube with greater number of videos could mean more shares on Facebook and Twitter.

4.Influencers are integral to your video strategy as they are key to promoting your brand on social platforms and bringing in audiences by creating the brand buzz.

5.Take advantage of the multiple places for branding within the YouTube video page. Don’t forget brand-oriented calls-to-action either.

6.Link video to marketing initiatives: apply the “always on” strategy to video marketing.

7.Content vs. channels: adding more content is more important than adding more channels.

8.Engage community via social media: audience is everything on YouTube.

9.To effectively measure your Video campaigns you need to look at a combined effect achieved from  engagement such as shares, likes, clicks, subscribers in addition to view completion rates, views, impressions and the audience reach.

Source: Pixability, Forbes & Marketing Land

Ruffles Ultimate Spot Courtesy of YouTube on Forbes

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