BE A WELL-OILED, CONSISTENT, VIDEO CONTENT MACHINE
In the chart below we see a clear
correlation between the number of videos produced and
the total amount of views that these videos
received.
Top brands understand that consistent
and frequent content production leads to increased
views on YouTube videos and channels. This claim
is further supported by analyzing the top performing
quartile of the Top 100 Global Brands against the
bottom quartile. In the chart to the right it is clear
that themost successful channels have 50% more videos
than the least successful channels
Major Report
Findings from
pixability / August: 2013
Successful Practices for YouTube Marketing Success
1. Be a well-oiled, consistent, video content machine
The most successful brands have 50% more videos per channel compared to the
least successful ones.
The best-performing brands publish high volumes of content on a regular schedule.
Top aggregate brands publish approximately 78 videos per month. Leading media
brands produce even more: close to 500 videos per month.
2. Take video optimization and YouTube channel architecture seriously
YouTube is the 2nd largest search engine, so discoverability is key.
YouTube SEO follows very different rules than traditional SEO.
Within traditional SEO—Google prioritizes web pages with YouTube video embeds.
The best performing 25% of Top 100 Global Brands took more care in optimizing
their videos and channels, maintaining twice the number of playlists and video tags
than the bottom 25%.
3. Don’t get caught in the overproduction trap; lesser quality video works well, too
The best YouTube marketers produce a broader range of video content.
Videos do not need to be prime-time quality because those with lower production value
can be just as effective.
4. Apply an “Always On” strategy to video marketing
The most successful brand marketers on YouTube integrate their online video
strategies with their traditional, offline marketing strategies.
Successful video marketers don’t hesitate to produce video series for very limited, but
highly engaged audiences, such as event participants.
17 of the Top 100 Global Brands use less than 50% of their channels.
Continued advertising results in sustainable channel growth and subscribers.
5. Apply branding consistently, intelligently and methodically
The top performers consistently brand their videos in both the video content itself as
well as in metadata, which includes titles, tags, and descriptions.
An appropriate level of branding within videos is essential because successful
YouTube videos are often used outside of the context of a branded YouTube channel,
such as website embedding.
Over-branding may limit sharing within independent communities of interest.
6. Adding more content is more important than adding more channels
37% of all channels have not been updated with fresh content for over 120 days.
Successful marketers have YouTube channels that clearly focus on specific target
audiences.
7. Engage your community with social media
Facebook and Twitter are among the most important sources of traffic on YouTube
within the Top 100 Global Brands.
Users frequently share videos on social networks, and video content is attractive for
sharing.
8.The top 25% of brands had significantly higher social sharing of video than the
bottom 25%.
Viewer sentiment is starting to show distinct trends by industry. Home and luxury
segments have the highest sentiment, while financial services and consumer goods
have the lowest.
