7 Video Marketing Core Best Practices for Brand Marketers

Pixability has simply launched a complete business examine, The Top 100 Global Brands: Key Lessons for Success on YouTube, which particulars how world manufacturers are efficiently driving video and digital marketing success.

Revealing a 99 % YouTube adoption price and 73 % year-over-year progress, the manufacturers driving the perfect enterprise outcomes are transferring past television-style model consciousness to rather more socially-engaged, longer-form, content-rich channels.

Why YouTube?

Starting with the checklist of corporations recognized in Interbrand’s Best Global Brands report, Pixability collected knowledge from YouTube channels owned and managed by these Top 100 Global Brands. Pixability software program collected a listing of two,214 candidate channels. A bunch of analysts then verified every channel in line with the standards listed above and decreased the checklist to 1,378 verified channels.

All particular person metrics per video have been added by channel after which by model to get to the whole values used within the examine. The uncooked knowledge was used as an enter into Pixability’s Online Video Grader software program.

The knowledge introduced within the examine represents full and actual counts of the metrics described above. No sampling, estimates, regressionsor projections have been used.

“We knew that the information assortment for such a big set of movies was a monumental process, however our software program rapidly delivered viewers, utilization, and efficiency knowledge in each dimension,” mentioned Andreas Goeldi, examine co-author, CTO, Pixability. “We discovered important disparities between the highest and backside performers on this elite group, displaying that some manufacturers get YouTube and others simply don’t.”

Top Brands Embrace YouTube, But Challenges Remain

Over the previous 5 years, the highest manufacturers have gone from only a few dozen YouTube uploads in 2005 to greater than 10,000 cumulative video uploads in a single month final yr. These 100 manufacturers alone now account for 9.5 billion collective YouTube views and greater than 2,200 channels containing 258,000+ movies.

Pixability anticipates that by 2015, they’ll doubtless spend money on the manufacturing, advertising and marketing, and distribution of greater than 1 million new YouTube movies.

But model entrepreneurs have work to do: the examine uncovers that greater than 50 % of their movies get fewer than 1,000 views.

“The finest manufacturers and entrepreneurs perceive YouTube and deal with it in another way to get stellar outcomes,” mentioned Rob Ciampa, examine co-author, EVP Marketing, Pixability. “The ones who don’t? They find yourself again within the legacy advertising and marketing world questioning why their prospects are someplace else, equivalent to a competitor’s YouTube channel.”

Key Lessons for Marketers

Understanding that video marketing is simply as necessary as video manufacturing, these manufacturers supply useful classes. The report pinpoints seven core finest practices for model entrepreneurs.

1. Be a well-oiled, constant, video content material machine

  • The most profitable manufacturers have 50 % extra movies per channel in comparison with the least profitable ones.
  • The best-performing manufacturers publish excessive volumes of content material on an everyday schedule.
  • Top combination manufacturers publish roughly 78 movies monthly. Leading media manufacturers produce much more: near 500 movies monthly.

2. Take video optimization and YouTube channel structure significantly

  • YouTube is the 2nd largest search engine, so discoverability is vital.
  • YouTube web optimization follows very completely different guidelines than conventional web optimization.
  • Within conventional web optimization—Google prioritizes net pages with YouTube video embeds.
  • The finest performing 25 % of Top 100 Global Brands took extra care in optimizing their movies and channels, sustaining twice the variety of playlists and video tags than the underside 25 %.

3. Don’t get caught within the overproduction entice; lesser high quality video works properly, too

  • The finest YouTube entrepreneurs produce a broader vary of video content material.
  • Videos don’t must be prime-time high quality as a result of these with decrease manufacturing worth may be simply as efficient.

4. Apply an “Always On” technique to video advertising and marketing

  • The most profitable model entrepreneurs on YouTube combine their on-line video methods with their conventional, offline marketing strategies.
  • Successful video entrepreneurs don’t hesitate to supply video collection for very restricted, however extremely engaged audiences, equivalent to occasion contributors.
  • 17 of the Top 100 Global Brands use lower than 50 % of their channels.
  • Continued promoting ends in sustainable channel progress and subscribers.

5. Apply branding constantly, intelligently, and methodically

  • The prime performers constantly model their movies in each the video content material itself in addition to in metadata, which incorporates titles, tags, and descriptions.
  • An applicable stage of branding inside movies is important as a result of profitable YouTube movies are sometimes used outdoors of the context of a branded YouTube channel, equivalent to web site embedding.
  • Over-branding could restrict sharing inside unbiased communities of curiosity.

6. Adding extra content material is extra necessary than including extra channels

  • 37 % of all channels haven’t been up to date with recent content material for over 120 days.
  • Successful entrepreneurs have YouTube channels that clearly give attention to particular goal audiences.

7. Engage your neighborhood with social media

  • Facebook and Twitter are among the many most necessary sources of visitors on YouTube inside the Top 100 Global Brands.
  • Users continuously share movies on social networks, and video content material is enticing for sharing.
  • The prime 25 % of manufacturers had considerably greater social sharing of video than the underside 25 %.
  • Viewer sentiment is beginning to present distinct developments by business. Home and luxurious segments have the very best sentiment, whereas monetary providers and client items have the bottom.

You can obtain the report here.

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