Market your brand effectively through video promotion and social sharing. It seems like such a simple yet obvious statement to make, but as illustrated by Pixability’s recent study, The Top 100 Global Brands: Key Lessons for Success on YouTube, which first came out a couple of months ago in August, being simple and obvious doesn’t make it so, not even for companies that should know better. We previously distilled the key findings for you (read: A Study on Brand Name and Best Marketing Practices), and now we want to tackle the study a bit deeper, including explaining how Virool fits in with the findings.
The Top 100 Global Brands have published a staggering $5.1 billion dollars’ worth of online video since YouTube’s start in 2006, and to date have uploaded 258,000 videos and created 1,378 channels. With these numbers, it is not surprising that these brands have collected a total of 9.5 billion YouTube views. The best performers—brands such as Disney, Google, and Apple—continue to put out video content on a regular basis and are rather successful at engaging their viewers. Disney, notably, has uploaded over 15,000 videos and attracted 2.5 billion views.
Oddly, over 50% of the videos that top brands produce lack significant engagement, bringing in under 1000 views, despite the brand’s popularity and recognition. The Top 100 Global Brands utilize both online and offline marketing strategies, and YouTube plays a significant role in their online marketing strategies, yet Pixability’s study clearly shows that even within the group of top brands, there is a clear distinction in which brands stand out for viewer engagement. So, what explains the difference between how successfully the different brands generate viewer interest and engagement?
What the study found is that YouTube has a longer lasting marketing impact than social media for the Top 100 Global Brands. For an average video, the first three weeks traditionally result in 40% of the total video views. The next 30% of video views come between 4 and 12 weeks of initial publishing. From 12 weeks to 52 weeks, each video posted on YouTube will continue to attract another third of its overall views. Consider that Facebook updates remain in the News Feed an average of 22 hours, and you’ll understand why implementing YouTube as part of your greater marketing plan may be more effective for brand management.
Not only do the top performing brands invest heavily in creating and promoting their video content on YouTube, they also heavily integrate social media into their marketing initiatives. It is clear that brands attracting the most views also attract the most social sharing. In fact, the top 25% of brands use social media more effectively than the bottom 25%. The top brands have 89x more Tweets and 330x more Facebook activity. This results in important sources of traffic on YouTube coming from Facebook and Twitter for the top brands, generating high levels of engagement and viewer retention.
Another finding to note is that the top 25% of Top 100 Global Brands actively maintain and optimize their videos, playlists, video tags and channels compared to the bottom 25%, at a rate of 2 to 1. What these brands understand on an intimate level is that while short form content is great for capturing consumers’ initial interest, longer form content, like video, works best for maintaining that interest.
Given that Top 100 Global Brands produce 78% more video content today than they did even 3 years ago, we project that roughly one million new videos will be published between 2013 and 2015 by the same top brands in the study. Given the numbers in the study, we also predict a huge growth in the video marketing and production, meaning that a higher level of investment will occur in distribution and marketing in the next two years.
In order for brands to be successful on YouTube, two things are clear:
1. Brands need to have a strong video distribution for the video content that they produce.
2. Their content should be social, and sharing of the content must be encouraged on social media networks, like Twitter and Facebook.
This is where Virool comes in.
Virool is a video distribution platform that helps advertisers seed YouTube video content over 30 seconds long across its network of Facebook apps, mobile games and blogs. Over 1 million people see Virool videos every day. We have worked with over 25,000 clients, among them: Snoop Dogg, Heineken, Intel, Molson, Corona, Sony, Chevy, Virgin America, Old Navy, IKEA, Lego and McDonald’s.
We allow big brands to tap into our network and promote its content to targeted audience on specific sites, Facebook and mobile apps. Today, Virool’s network has capability to reach 300M viewers. Virool developed proprietary technology, which allows it to optimize advertiser’s campaigns in real-time to serve their videos to viewers who will better engage with them. This way, advertisers get a lot more engagement on Virool than any other platform. In addition, Virool’s player contains buttons that make it easy for the viewer to share video content on Facebook and Twitter. This has already resulted in 7x more shares on Facebook and 4x more tweets taking place as compared to other YouTube marketing methods.
What does this all mean for brands looking to advertise or manage their image on YouTube? We can help your brand develop a following, maintain that following through using our service, and grow your YouTube viewer base. Our plethora of tools allow you to market your video content effectively, generating social media engagement at high levels and returning a satisfied viewer each time your video plays.