Pixability recently released a new study – “The Top 100 Global Brands: Key Lessons for Success on YouTube,” which showed how these companies have been using YouTube. They found that nearly all of the Top 100 Global Brands have built a strong presence on YouTube making it a critical element of a digital marketer’s strategy. However, these same brands fail to effectively market the video content they produce.
YouTube is massive and has emerged as a highly influential digital marketplace where brands and their audience—customers, prospects, partners, advocates, critics, and competitors—all engage. Since its launch, the Top 100 Global Brands have published a total of 258,000 videos across 1,378 YouTube channels, attracting over 9.5 billion total views.
Key YouTube Marketing Insights from the World’s Top 100 Brands
YouTube activity continues to skyrocket
The Top 100 Global Brands have already published more than a quarter million videos on YouTube and year over year publishing rates continue to rise – a trend that shows no signs of abating.
Linking social media and YouTube is critical to brand video marketing success
The top 25% had higher Facebook (330 times greater) and Twitter (89 times greater) video sharing than the bottom 25%, representing the highest disparities in this entire report.
Better marketers use very different video content for various customer engagement touchpoints
The most successful of the Top 100 Global Brands in our study produced a wide range of video content. Short form content targeted consumers closer to the top of the marketing funnel, while longer form content maintained engagement with those farther along in the buying journey.
Video marketing is as important as video production for YouTube success
Most brands fail to effectively market the video content they produce.
Competitive pressures force brands to use similar video marketing strategies
Clear industry clusters point to companies within the same industries pursuing very similar content strategies and achieving comparable results— some great; some not.
The best brands use targeted YouTube advertising on an on-going basis
Advertising extends reach, drives channel engagement and grows subscriber audiences.
YouTube Marketing Best Practices (according to Pixability)
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.
- 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.
Want to learn more about what the Top 100 do? See the full report.