For the most part, brands can find success on YouTube in the same way as regular creators — by making compelling content and wisely populating their channels with playlists and strategic annotations. Custom “YouTube gadgets” may seem like one of those smart channel additions, but, according to “Are YouTube Gadgets Worth the Investment for Brands,” a research paper from YouTube marketing expert Brendan Gahan (with help from Tubular Labs data), they seem to hurt rather than help.
In case you didn’t know, gadgets often substitute the usual YouTube landing page for brands that use them, making the overall layout look unique and highly brand-specific. Perhaps viewers get deterred by the unusual image? Whether that’s the cause or not, these statistics, gathered from the 23 most-subscribed brand channels with gadgets and the 23 without, should help brands figure out why gadgets are doing them wrong.
1. Brands with Gadgets Have Fewer Subscribers
Subscribers watch about double the amount of content on a channel as non-subscribers do, so if 61% of brand channels with gadgets have fewer subscribers than their un-gadgeted counterparts, that’s not a statistic to ignore.
2. No Gadgets Mean More Shares
Brand channels that didn’t invest in gadgets got 12% more content shares than channels with no gadgets. This includes sharing on both Twitter and Facebook.
3. Fans Engage More Without Gadgets
Perhaps gadgets distract from content while the simple YouTube format allows fans to focus on what’s important — the brand’s videos. When it came to comments and likes, brands with gadgets garnered 53% less engagement, with 33% lower rates of comments per video.