By Sahil Patel
Pixability, a YouTube-certified video-ad and marketing-software company, has released a study called “The Top 100 Global Brands: Key Lessons for Success on YouTube,” which analyzes the YouTube channels of the top 100 companies in Interbrand’s “Best Global Brands” list.
The biggest takeaway is something that even media companies have been learning — it’s not enough to upload a video on YouTube and expect audiences to flock to it simply because of your brand name. Video marketing is as important as video production.
“Consistent publishing begets more views than isolated bursts,” says Pixability in the report. “Disney has generated over 1.8 billion collective video views across over 15,000 video assets published on its 41 YouTube channels.” In fact, Disney’s “Mouse House’” alone accounts for 300 of those new uploads every month, according to Pixability, but what’s important is that Disney still sticks to a schedule: even if 300 go up, they go up on a set schedule, not all at once or at random moments.
The company also advises creating longer content experiences for audiences, instead of just porting existing TV commercials to YouTube. “What do we do after watching a video? We watch another video,” asks Rob Ciampa, vice president of marketing at Pixability, “When I would ask brands that question, I would get responses like ‘Make a purchase decision,’ or ‘Research the brand.’ Nope — we watch another video.” According to Ciampa, it’s important for brands to develop content experiences (maybe in the form of themed playlists), which guide audiences through watching a bunch of content. It’s better than serving a one-off video, which viewers are likely to stop watching midway through. “If you are able to guide them through a journey for a half hour, there is no better marketing vehicle than [online video].”
Overall, Pixability lists out seven best practices which brands should follow when making their content available on YouTube:
- Publish content on a regular schedule. Solid brands usually hit 78 per month and excellent brands were upwards of 500 per month.
- Learn YouTube architecture and SEO since it’s the second largest search engine after Google, but still works on a different model than other engines.
- A regular schedule is more important than high-quality video.
- Make videos for everything — demographics, new users, potential users, event participants, etc. — because someone will watch it. It’s essential for an “Always On” marketing policy.
- Consistency is key — tags, message, header, avatar, etc. — to accommodate uncontrollable circumstances like embedding.
- Content is vastly more important than channels. Dormant channels should be part of other channels since they confuse potential subscribers.
- Get and stay social — most brand traffic on YouTube comes from Facebook and Twitter. (But also note that home & luxury perform generally perform better than finance & consumer goods.)
Check out the full report at the link above. A lot of interesting data to sift through.