What You Should Know About How Top Brands Use YouTube: Part 1

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Are you on YouTube? You should be.

Maybe you fall in line with some companies we’ve talked to where you’ve heard that video is important, but you’ll get around to doing it when you have the time or resources to figure it out – no one in your company currently has the skills to make it work.

Or maybe you fall into another group who heard the siren call of video on social media a while ago and you’ve been producing videos but you’re either lacking direction or the videos just aren’t getting the returns in views or shares that you were hoping.

Or perhaps you fall into the other highly-coveted group where you’re producing video content and it’s wildly successful for you. Good for you.

No matter where you fall on the video-as-a-marketing-tool spectrum, you need to top-100-global-brandsread a recent study from Pixability about how the top 100 brands use YouTube. Then you need to think long and hard about your video asset management strategy and what tools you need to get the most out of your video production.

The study is awesome. Pixability combed the YouTube channels of the Interbrand’s Top 100 Global Brands and pulled out some practical statistics that help everyone understand what does and does not work for brands on YouTube. They provide a lot of good tips for any company interested in having video as part of their marketing efforts. And really, that should be everyone.

One thing the study really drove home is that YouTube is the second largest search engine behind Google. And video is one of the most shareable types of content on social media. The study mentioned that the brands doing YouTube right “averaged over 10,000% more tweets and 5,000% more Facebook activity” than those who weren’t as popular on YouTube. Basically, if you get YouTube down your brand will be searchable on two major search engines and you’ll increase your social media activity. This is like killing three birds in a bush with one stone … while having two in hand.

The study was awesome and you should read it. As we read through it we thought there were a few major takeaways that stood out to us in terms of video asset management and making sure you’re getting the most out of your video marketing efforts. Because there is so much, we decided to break this into two blogs, we’ll look at the first two points in this blog and will talk about three more in part 2.

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Do video and do it now

This study wasn’t looking at the people who do YouTube the best. It was looking at the most successful companies in the world and how video factors into their marketing efforts. The result: the top companies in the world are on YouTube and putting more resources into creating videos every year. You should be too.

Video also has a really awesome knack for longevity. In today’s world of mass produced 140-character messages that are forgotten as soon as the next one flashes on the screen, longevity is a big deal. Pixability found that a full third of video views came 12 weeks after the video had been published. From the study, “This lifetime value of video content is unique to YouTube and is among the key reasons marketers now need to place a higher importance on being present and active on YouTube.”

Yes.

Video asset management and creation are really, really, equally important

“Starting in 2009, video publishing rates on YouTube by the Top 100 Global Brands increased an average of 73% annually, averaging more than 8,000 new videos per month.”

The top brands in the world are increasing their video production; that must mean there’s something in it for them and, by extension, your company. Video has high stock right now in the marketing world, but it’s not enough to just create videos and YouTube channels and throw videos up on them.

In their study, when they were looking at how many YouTube channels these top brands have, Pixability said brands need to consider “industry, budget, and number of audiences served.” A good piece of advice your company should apply to all of its marketing efforts. But when talking about your company’s video asset strategy, you need to take that thought process outside of YouTube. Yes, I realize I’m talking about a study done on YouTube, but one major takeaway I had from the study is that YouTube is not the end-all and be-all, and it would be valuable for your company to see what these top brands are doing on other video platforms or video apps.

Look at all the platforms available and how and where you want to host your content. Perhaps YouTube is the best fit for your company, or maybe Vimeo would work better. It’s just important for your company to research all of your options.

A lot of the top global brands on YouTube had many inactive channels and the study found that 50% of the videos uploaded by the top brands have fewer than 1,000 views. What does that tell you? 1) Even the big brands don’t get it right every single time, and 2) you have to go in with a plan for managing your videos so that you get the most use out of them.

Why spend time, money, and effort creating a video if you aren’t going to get as much out of it as you can? Your company needs to know its audience well enough and know its videos well enough that it can keep using them effectively over and over again.

There is so much more to talk about with how the top brands in the world are using YouTube; check out part 2 of this blog!