A new Pixability study finds that the top 100 global brands use YouTube to build an engaged audience and drive business results.
Pixability has just released a comprehensive industry study, The Top 100 Global Brands: Key Lessons for Success on YouTube, which details how global brands are successfully driving video and digital marketing success.
Revealing a 99 percent YouTube adoption rate and 73 percent year-over-year growth, the brands driving the best business results are moving beyond television-style brand awareness to much more socially-engaged, longer-form, content-rich channels.
Starting with the list of companies identified in Interbrand's Best Global Brands report, Pixability collected data from YouTube channels owned and managed by these Top 100 Global Brands. Pixability software collected a list of 2,214 candidate channels. A group of analysts then verified each channel according to the criteria listed above and reduced the list to 1,378 verified channels.
All individual metrics per video were added by channel and then by brand to get to the total values used in the study. The raw data was used as an input into Pixability's Online Video Grader software.
The data presented in the study represents full and exact counts of the metrics described above. No sampling, estimates, regressionsor projections were used.
"We knew that the data collection for such a large set of videos was a monumental task, but our software quickly delivered audience, usage, and performance data in every dimension," said Andreas Goeldi, study co-author, CTO, Pixability. "We found significant disparities between the top and bottom performers in this elite group, showing that some brands get YouTube and others just don't."
Over the past five years, the top brands have gone from just a few dozen YouTube uploads in 2005 to more than 10,000 cumulative video uploads in a single month last year. These 100 brands alone now account for 9.5 billion collective YouTube views and more than 2,200 channels containing 258,000+ videos.
Pixability anticipates that by 2015, they will likely invest in the production, marketing, and distribution of more than 1 million new YouTube videos.
But brand marketers have work to do: the study uncovers that more than 50 percent of their videos get fewer than 1,000 views.
"The best brands and marketers understand YouTube and treat it differently to get stellar results," said Rob Ciampa, study co-author, EVP Marketing, Pixability. "The ones who don't? They end up back in the legacy marketing world wondering why their customers are somewhere else, such as a competitor's YouTube channel."
Understanding that video marketing is just as important as video production, these brands offer valuable lessons. The report pinpoints seven core best practices for brand marketers.
You can download the report here.
This article was originally published on Search Engine Watch.
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Greg Jarboe is president of SEO-PR, which provides search engine optimization, public relations, video marketing, and social media marketing services. He's the author of "YouTube and Video Marketing: An Hour a Day," a faculty member at Rutgers University and Market Motive, as well as a frequent speaker at SES conferences.
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