What You Should Know About How Top Brands Use YouTube: Part 2

If you read Part 1 of this blog, you can just skip down below the image and start reading again. If you didn’t read Part 1, I suggest you do. If you don’t want to, feel free to read the short recap in the next few paragraphs above the image.

Pixability did a study on how the top 100 brands in the world use YouTube. I said it in the last post, but I think it bears repeating: they didn’t look at the best YouTube accounts, they looked at how the best companies in the world are investing their time and effort into video and some of the returns they’re getting on them. The findings from this awesome study? These companies are using YouTube and they’re increasing their output on YouTube every year (you really should read Part 1 though, there’s a lot of good information there). If your company isn’t doing video yet, now might be a really good time to consider revisiting why you’re not doing it and if you can.

In Part 1 we talked about two major takeaways that we think every company should look at when considering their video asset management strategy. First, do video and do it now. Second, video asset management is just as important and video creation. You should create videos for sure, but coming in with an asset strategy is the only way you can really make those videos do work for you.

While there was so much information in Pixability’s study that we didn’t get to (like check out the slide below, good stuff there), there are three more important takeaways that we pulled out of this study that relate to having an overall video asset management study and things we think you and your company should think hard about.

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It’s not enough to create the video, you have to market it

I like to think of marketing a piece of content as the only real way to properly manage it. If you go along with me on that vein of thought, then this point is just restating the previous one from Part 1. Manage/market your video to make it work well. It’s important enough that it should be called out twice.

The study was clear to point out that the top 100 brands had some videos that performed poorly on their channels – meaning the videos had less than 1,000 views. But that doesn’t have to happen to you – at least not if you’re as active about marketing your videos as some of the top brands are doing on YouTube (side note: my head spins a bit at the thought of actively marketing your marketing videos, but I digress).

Unfortunately, the study didn’t go into how the top brands are marketing their YouTube content. They did mention that videos got more shares and views when they were highly integrated with the company’s website and social media pages. We’ll have another blog post in the future talking about how to really market your videos and how that plays into a viable video asset management solution for you and your company.

Analytics rule

You need to understand how your videos are performing. The study mentioned one brand Pixability worked with had better search results on their inactive brand channels than on their current active ones. When you have analytics integrated into your video asset management, it allows you to see where you’re getting more engagement and activity and where you need to spend your better efforts.

Copy what everyone else is doing

This probably ties back to the first point. The most successful companies in the world are mass producing video so you should copy them and produce lots of video too.

But the copying can go even further than that. One of the beautiful things this study realized is that brands in the same industry have similar video marketing approaches. Example of their findings: “Many brands aren’t standing out from the crowd, even within emerging industry clusters on YouTube.” It gets better: “Different industries follow different, yet predictable, patterns of using video as a marketing vehicle. These conditions force brands to use similar marketing tactics and copy each other’s recipes for success.”

These quotes give you two major direction points.

First, feeling unsure of where to get the creative inspiration to create your own massively viewed video? Just look at what others in your industry are doing and copy them – you’ll have a recipe for success and you’ll be giving your customers something they’ll expect and understand because they’ve seen it before.

Second, if you really want to stand out in your industry, do something different. I realize that these two guidelines cancel each other out. But here’s how I look at it. If you’re starting to get your video marketing going, do what everyone else is doing. If you’re pretty successful at video marketing already and want to take it to the next level, you need to break out of your industry video bubble and do something different … so everyone else can try to hurry and copy you.

We hope that you got out of the study what we did: that video is important, you should do it and you should manage it properly through analytics, marketing, and copying others around you. If you’re interested in learning more about video asset management platforms, we’d be happy to answer any questions you have. Get in contact with us today.