Global Brands are increasingly recognizing how important YouTube is as a marketing platform. From a recent Pixability Report…

  • Since YouTube’s launch, the Top 100 Global Brands have published a total of 258,000 videos across 1,378 YouTube channels, attracting over 9.5 billion total views.
  • These brands have collectively invested billions of dollars in online video creation.
  • Since 2009, video publishing rates on YouTube by the Top 100 Global Brands have increased an average of 73% annually. By 2015, they will likely invest in the production and distribution of over one million new YouTube videos.
  • Only 1 of the Top 100 Global Brands does not have a YouTube channel. 56 of the Top 100 Global Brands have 10 or more YouTube channels.
  • Many of the Top 100 Global Brands fail to reach their audiences because they focus more on video production and less on video marketing. Over 50% of the videos produced by the Top 100 Global Brands have less than 1,000 views.
  • YouTube has longer lasting marketing impact than social media for the Top 100 Global Brands. Over 30% of the total aggregate video views occur 12 weeks after publication.

YouTube is growing and growing and their numbers just keep getting bigger!

  • 2nd largest search engine in the world. The largest for kids under 18
  • 56 countries post content in 61 languages
  • One billion unique users visit YouTube each month
  • 17% of all internet traffic flows through YouTube
  • 6 billion hours of video are watched monthly
  • YouTube is now being accessed from hundreds of millions of devices
  • 25% of views globally (one billion) are from mobile devices
  • 100 hours of video are uploaded every minute

YouTube is becoming an integral part of today’s global digital marketing mix. Over the past five years, the Top 100 Global Brands have gone from just a few dozen YouTube uploads in 2005 to over 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 258,000 video uploads.

Brightcove recently partnered with Aberdeen Research on a survey of more than 100 sales and marketing professionals about the use of video and rich media in their marketing efforts. According to Aberdeen, the marketers that are leading the way in engaging with consumers, building brand loyalty and driving conversions all have one thing in common — they are more likely to use video in their content marketing efforts.

The research proves that these best-in-class organizations are using video to communicate with customers and prospects at every stage of the buyer journey. These organizations are:

  • 38% more likely than all other companies to use video in their external communications
  • Outperforming the rest of the market 2:1 when it comes to website conversion rates
  • 33% more likely to have a solid plan for reaching devices and social destinations
  • Five times more likely to use an online video platform

Here’s the study: brightcove-aberdeen-whitepaper

My colleague Dr. Natalie Petouhoff working in collaboration Evolve Capital, Inc. conducted a very interesting on study on brands, engagement and Twitter. Nestivity created the very cool infographic below. Here’s their review, (LINK). Mark Fidelman at Forbes picked it up and wrote up a very interesting overview as well, “10 Lessons from the Top 25 Most Engaged Brands on Twitter.” As I’ve said a million times, Mark says, “I’ve concluded that to create and maintain high engagement – you need to understand how to emotionally connect with your audience and to convey your industry’s message (and not your own business’s).”

There are a lot of moms…and a lot of moms online…and they spend a lot of money. Total Beauty Media Group just released a free report to help marketers understand how women with children utilize emerging digital media. In addition to the insights, some interesting stats:

  • The modern mom market is 82.5 million women strong with $2.4 trillion spending power
  • Moms watch 38% more online video during the day
  • 65% of moms spend more on their kids than themselves, and 68%will make unplanned purchases based on a child’s request
  • Moms are frugal with their dollars and savvy with saving, but are willing to splurge on things like at-home beauty treatments

You can download a copy of the report for free here.

“We have 4 webs forming before our very eyes: the internet, facebook, YouTube and apps. Figuring out YouTube is going to be a very big source of stress and anxiety for brands this year.”

Channel Factory is a holistic social video solution that helps brands unlock YouTube with a suite of media and audience development technologies including:

(a) View IQ: maximizing earned media by engaging viewers from targeted audiences across its diverse network of mobile, social game, desktop, social influencer, and editorial publishers

(b) Stats IQ: providing Heavy Data, Analytics and Results Forecasting

(c) Channel IQ: Building and managing YouTube Channels.

The web and social media and now YouTube…It’s all a big interlocking media puzzle. The increasing importance of social video for brands is undeniable and YouTube is the most important place to focus. Not surprisingly, it’s a bit like the wild west out there. Brands know they need to have a presence on the second largest search engine in the world (first for those under 18), but not only is it unfamiliar territory, there are real risks and plenty of shady practices. Working with vendors that utilize bots and click farms can get you brand’s channel shut down. Finding a safe and reputable partner is key.

Channel Factory is trusted by global brands, agencies, entertainment studios and networks as their ‘go-to agency’ for YouTube safe video promotion and channel management. Channel Factory’s process is straightforward and consistently successful. They engage targeted audiences with guaranteed results and are extremely effective at making videos “go viral” by maximizing the ratio of earned / free views to paid / guaranteed views.

Channel Factory works with large and small brands, including nearly 150 Fortune 500 brands and 85 agencies worldwide, e.g., OMD, MediaCom, ZenithOptimedia, and Nestle. Founded in 2010, Channel Factory is based in Los Angeles with offices in NYC, San Francisco, Chicago and London.

For small campaigns, check out, the self-serve platform to get targeted YouTube views for as low as $10. Use code “ErickB” and get 5% off your order.

Although this article on ClickZ doesn’t make clear distinctions between social video (earned media) and paid, there are some interesting stats, for example:

  • 43 percent of online ads feature video.
  • Over 14 percent of viewers interact with video ads. That figure shows a 50 percent growth from the Q3 2012.
  • “Interestingly, the length of the video doesn’t have a significant effect on the performance, as users typically drop off in the first couple of seconds or tend to watch the video until the end if it proves interesting enough”
  • A majority of online video is under one minute in length. The average online video is 45 seconds long. About 46 percent of online video was also reported to be less than 30 seconds in length.

I’m a big fan of Edward Boches. His posts are insightful and grounded and he’s a helper…i.e., you can tell he enjoys helping others understand the online landscape.

His recent post about what being a Chief Innovation Officer is worth the quick read. Here are the primary elements he illustrates:

Embrace new technologies

Educate and inform

Change processes and environment

Encourage experimentation

Focus on growth

Here’s the link to the full post

HubSpot does B2B inbound content marketing right. I’ve downloaded tons of free and useful information from them and although I haven’t ever used their tech platform, they’re always top of mind and I’ve recommended to others that they at least check them out. Here’s another example of the kind of content they’re sharing for free. Check it out. Here’s the link.

When brands ask about what kind of video or content they ‘should’ create to achieve the holy land of ‘going viral,’ I often suggest that they use their own experience to guide their thinking. “What do you share?” “What do people share with you?” Whether it’s links to a site, an article, or video, the content needs to be….”SHARABLE”…! In other words, funny, meaningful, informative, emotionally moving, etc. And, it doesn’t really matter how long it is if it’s good. Although some friends share more than others, people share what they love, or at least really like.

This post by Brafton, “The Three Biggest Reasons to Use Video for Social Media,” provides some great overview info, as well as some eye-opening stats, about the importance of social video. Brafton says, “As marketers develop initiatives for 2013, video shared with social users should be a priority.” I couldn’t agree more.

Here’s a few stats:

  • By 2016, web video is expected to make up over 55 percent of traffic.
  • Video is pervasive – the average viewer watched 1,182 minutes of video in the month of November, 2012.
  • 84 percent of viewers report that they watch online videos vs eighty-three percent who say they watch content on TV.

Too often, brands are thinking about how to be successful with social media without thinking enough about what kind of content they can provide for the customers to both engage with and share. If content is king, video is queen!