A Pixability study released today indicates just how influential YouTube can be when it comes to the purchase of consumer electronics. “Consumer Electronics and YouTube: How YouTube is Changing Consumer Behavior and How the Best Brands Adapt” looked at the behavior of 25 big consumer electronics brands on YouTube, in addition to upwards of 100,000 non-brand-affiliated content creators who have each posted over 900,000 videos on the platform, to obtain some stats.
Amassing 18.9 billion total views, consumer electronics content on YouTube accounted for 483 million monthly views last year. Yet as it turns out, many brands still come at YouTube thinking it’s like classic TV. The study found that this is not the best approach to branding on the digital video platform, among other key findings:
- Branded YouTube videos featuring celebrities and extended storylines attract 123 times the views of average consumer electronics (CE) video, while traditional commercials get only 10% of views and do not build comsumer interest.
- Traditional commercials still make up 37% of CE brands’ YouTube content.
- The top 25 CE vlogger channels attract over twice the number of subscribers than the top 25 CE brand channels.
- 89% of CE brand channel views come from men.
- Pre-release videos are where brands can shine, since vloggers don’t have access to CE products until after launch.
- Most CE brands don’t upload enough videos to YouTube: The top 5 brands post new videos at 3.5 times the rate of the bottom 5.
- 75% of videos on CE brand channels receive under 10,000 views.
- Consumers use YouTube to research products, while they use Google to search for deals, having more or less already made up their minds on what CE product to buy through the former.
Overall, Rob Ciampa, Pixability’s CMO, summed up the study, “The data from the consuer electronics industry proves that YouTube has now reached the point where a one-size-fits-all video marketing strategy is not only ineffective, but a flawed way to engage consumers on a medium they covet.”
Pixability will offer further details on the study during a July 16 live webinar. The data software company has offices in New York and Los Angeles in addition to its Boston headquarters.