Video Marketing Is as Important as Video Production, says Pixability

/ Aug 7, 2013

Pixability

Pixability, a YouTube-certified video-ad and marketing-software company, has released a study called “The Top 100 Global Brands: Key Lessons for Success on YouTube,” which analyzes the YouTube channels of the top 100 companies in Interbrand’s “Best Global Brands” list.

The biggest takeaway is something that even media companies have been learning — it’s not enough to upload a video on YouTube and expect audiences to flock to it simply because of your brand name. Video marketing is as important as video production.

“Consistent publishing begets more views than isolated bursts,” says Pixability in the report. “Disney has generated over 1.8 billion collective video views across over 15,000 video assets published on its 41 YouTube channels.” In fact, Disney’s “Mouse House'” alone accounts for 300 of those new uploads every month, according to Pixability, but what’s important is that Disney still sticks to a schedule: even if 300 go up, they go up on a set schedule, not all at once or at random moments.

The company also advises creating longer content experiences for audiences, instead of just porting existing TV commercials to YouTube. “What do we do after watching a video? We watch another video,” asks Rob Ciampa, vice president of marketing at Pixability, “When I would ask brands that question, I would get responses like ‘Make a purchase decision,’ or ‘Research the brand.’ Nope — we watch another video.” According to Ciampa, it’s important for brands to develop content experiences (maybe in the form of themed playlists), which guide audiences through watching a bunch of content. It’s better than serving a one-off video, which viewers are likely to stop watching midway through. “If you are able to guide them through a journey for a half hour, there is no better marketing vehicle than [online video].”

Overall, Pixability lists out seven best practices which brands should follow when making their content available on YouTube:

  1. Publish content on a regular schedule. Solid brands usually hit 78 per month and excellent brands were upwards of 500 per month.

  2. Learn YouTube architecture and SEO since it’s the second largest search engine after Google, but still works on a different model than other engines.

  3. A regular schedule is more important than high-quality video.

  4. Make videos for everything — demographics, new users, potential users, event participants, etc. — because someone will watch it. It’s essential for an “Always On” marketing policy.

  5. Consistency is key — tags, message, header, avatar, etc. — to accommodate uncontrollable circumstances like embedding.

  6. Content is vastly more important than channels. Dormant channels should be part of other channels since they confuse potential subscribers.

  7. Get and stay social — most brand traffic on YouTube comes from Facebook and Twitter. (But also note that home & luxury perform generally perform better than finance & consumer goods.)

Check out the full report at the link above. A lot of interesting data to sift through.

Tags: , , , , , , , , , ,


facebook-thumbs-down

Facebook Says It’s Sorry It Vastly Overestimated Video...

 
craig-piligian-pilgrim-media-group

Pilgrim Media Group CEO Craig Piligian (‘The...

 
youtube-heroes-for-change

Heroes or Rats?: YouTube Unveils New Program for Creators Who...

 
Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
jared-feldman-and-sam-hui-ph-d-at-the-2014-canvs-launch

How Canvs Media is Harvesting Emotional Insights on YouTube,...

 
marlon-wayans

Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall

 
huffpost-ryot-aol

HuffPost RYOT Launching Virtual Reality Comedy Series and News...

 
youtube-vote-irl

YouTube Launches #voteIRL Campaign Targeting Digital-First Generation

 
tyler-oakley-camp17

How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...

 
charlie-sheen-anger-management

Charlie Sheen to Star in Crackle Feature ‘Mad Families’

 
filmbuff_videoink_300x250

Gunpowder & Sky Buys Distributor FilmBuff As Vision for...

 
toy-freaks-youtube

Toy Freaks Top Viewed YouTube Channel in August According to...

 
jeffrey-tambor-transparent-amazon

Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...

 
Twitter

Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff

 
youtube-sad-face-error

Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

 
Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down

 
raised-firsts-branded-tv

Who Is Winning The Marketing Revolution And Why?

 
shes-gotta-have-it

Netflix Orders ‘She’s Gotta Have It’ Series...

 
swedish-dicks-peter-stormare-keanue-reeves-viaplay

What Is ‘Swedish Dicks’ and Who Is Selling It?

 
seamlessly-she-monica-potter-aol-partner-studio-gmc-acadia

How GMC is Using the AOL Series ‘Seamlessly She’...

 
Netflix_new

Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries

 
vincent-cacace-vertebrae

Getting to the Spine of VR’s Monetization Challenges with...

 
meredith_brandfront_videoink_300x250

Meredith Hosted Its Own “Front” Stacked with 20 New Series

 
complex-networks-hearst-verizon

Verizon and Hearst Move RatedRed.com and Seriously.TV Under...

 
Twitter

Twitter Launches Live Streaming Apps for Amazon Fire, Apple TV...

 
YouTube Community

YouTube Fights Back Against Social Media Rivals with Community Feature

 
Casual Hulu

Vimeo Opening Television Store with Lionsgate Content, Launching...

 
A Perfect Day in LA Tastemade Jaunt VR Virtual Reality

From Donuts to Malibu, Tastemade and Jaunt Get Immersive in...

 
Defy Media

Defy Media Close $70 Million Series B Funding Round

 
YouTube Space LA Halloween Set 2016

YouTube Spaces Team with Jason Blum (‘The Purge’)...

 
Yahoo Esports

‘Yahoo Esports Live’ Serves Up Reeses Puffs with...

 
univision

Univision and Lionsgate Team for SVOD Movie Service for U.S. Hispanics

 
People Entertainment Weekly PEN

People/Entertainment Weekly Ad-Supported OTT Service Preps for Launch

 
George_Kliavkoff Jaunt VR

Jaunt VR Hires Hearst Exec George Kliavkoff as CEO

 
Making a Murderer Netflix

‘Making a Murderer’ Scores for Netflix at Creative...

 
Future Man Hulu Josh Hutcherson

Hulu Orders ‘Future Man’ Series Starring Josh...

 
Heirloom Paten Hughes Tom Wopat Vimeo

How an Actress’ Real-Life Tomato Farm Inspired the New...

 
Robert Redford and Jane Fonda Electric Horseman

Netflix Rolls Camera on Robert Redford & Jane Fonda...

 
AmazonBox

Amazon Greenlights Docu-Series on Tennis Star Novak Djokovic

 
FCC Chairman Tom Wheeler 2-4-15

It’s Apps or Else: FCC Chairman Wheeler Clarifies Rule...