By Sahil Patel
YouTube marketing company Pixability has released data on how some of the top brands performed on YouTube between November 19 and December 2 — otherwise known as the time when everyone is either thinking about Thanksgiving or what they want to buy during the Black Friday and Cyber Tuesday sales extravaganzas.
It’s a big time of year for brands, who spend somewhere between bucket-loads and boat-loads to grab the attention of consumers. Here are some of the most interesting stats uncovered by Pixability:
Walmart stood tall
The retail giant accounted for more than half of the 76+ million views generated by the top 100 retail brands, a list that includes competitors like Target as well as non-competitors like Apple. Walmart generated 39 million views during the measurement period. It’s not too surprising, considering Walmart’s holiday campaign videos, which featured Melissa Joan Hart and Anthony Anderson, were everywhere.
Pixability says Walmart capitalized on custom nature of YouTube by offering videos with different lengths, embedded links, rich text descriptions, links to social media, fly-outs, and other engagement-driving elements.
This allowed the company to destroy its competition. Target, for instance, only generated 3 million views in the timespan, with 2.4 million of those views coming from only two videos. In terms of social share, Walmart’s top videos were shared 13,000 times on Facebook, whereas Target’s top videos were shared 4,000 times.
Foot Locker also rocked
Combined with Walmart, the two brands accounted for two-thirds of all video views among the top 100 retail brands on YouTube. Foot Locker’s 12 million views were led by four videos from its “Greatness” campaign, which featured the likes of Derrick Rose and John Cena.
Foot Locker led all brands in Facebook shares, with 350,000. And it was only behind Apple in terms of YouTube “likes.”
This is doubly interesting because Foot Locker’s videos ignored holiday sentiments, and focused more on building demand among its core audience.
That said, most retail brands still kind of sucked
Only 19 of the top 100 retail brands published videos that surpassed 100,000 views.
No surprise that there was a cost-per-view spike on Black Friday and Cyber Monday
An unnamed fashion retailer saw a 51% spike in CPV on Black Friday and a 70% spike on Cyber Monday, when
compared to the previous week’s average. Makes even more sense that CPV would be higher on Cyber Monday, with shoppers are online and not in stores.