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The top brands are top performers for a reason, but that doesn't mean they do everything right, and it doesn't mean you can't learn from them. We've analyzed the video marketing data from the top 100 brands; from their YouTube effectiveness to their search result performance. We've distilled the surprising results into 7 regular, actionable habits any marketer can adopt to improve their own video marketing strategy.
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5. Content marketing on the rise: Video is #1
Most Preferred Content
by US Brand/Agency Marketers
(Source: Outbrain, March 2012)
87%
Videos
67%
Blog Posts
44% 44%
Slideshows Articles
22%
Other
6. Biz video on YouTube is skyrocketing
Monthly Videos Published on YouTube
by Global Top 100 Brands
(Source: Pixability Video Radar)
8000
7000
Number of Videos
6000
5000
4000
3000
2000
1000
0
05 2006 06 2007 07 2008 08 2009 09 2010 10 2011 112012
Top 100 brands have invested approx. $3B in creation of video assets
7. Most businesses fail to optimize video
Views per Video
Top 100 Brands on YouTube
Less 1K to 10K to 100K to Over
than 1K 10K 100K 1Million 1 Million
49.6% 30.4% 15.6% 3.9% 0.5%
Almost 50% of videos published by the top 100 global
brands got fewer than 1,000 views, meaning they failed to
reach their audience.
Source: Pixability Online Video Grader Sample of 150,000 business videos
on 1270 YouTube channels belonging to Top 100 Global Brands
8. Top 100 brand study
How the Top 100 Global Brands
Do YouTube Marketing
9. Pixability Video Radar
“What is going on in my industry on YouTube?”
Analyzes videos and
channels that deal with
a particular topic
Provides metrics on
• Audience size
• Most popular content
types and sub topics
• Social media reactions
• Viewer sentiment
Aggregated data and
details about each
video
10. Scope of the study
The study analyzes the video marketing strategies of the
top 100 global brands (according to Interbrand).
3M Credit Suisse Intel Pepsi
Accenture Danone Jack Daniel's Philips
Adidas Dell John Deere Pizza Hut
Adobe Disney Johnnie Walker Porsche
Allianz Ebay Johnson & Johnson Samsung
Amazon Ferrari J.P. Morgan Santander
American Express Ford Kellog's SAP
Apple Gap KFC Shell
Armani GE Kleenex Siemens
Audi Gillette LOreal Smirnoff
Avon Goldman Sachs Louis Vuitton Sony
Axa Google McDonald's Sprite
Barclays Gucci Mercedes-Benz Starbucks
Blackberry H&M Microsoft Thomson Reuters
BMW Harley Davidson Moet & Chandon Tiffany
Budweiser Heineken MTV Toyota
Burberry Heinz Nescafe UBS
Canon Hermes Nestle UPS
Cartier Honda Nike Visa
Caterpillar HP Nintendo Volkswagen
Cisco HSBC Nissan Xerox
Citi HTC Nivea Yahoo
Coca-Cola Hyundai Nokia Zara
Colgate IBM Oracle Zurich
Corona Ikea Panasonic
11. Total market size
• The Top 100 brands in the world have a total
of 1,272 YouTube channels with 150,429
videos that attracted 4.7 Billion views.
• The only Top 100 brand that doesn’t have a
YouTube channel is Morgan Stanley.
• 49 brands have 10 or more channels.
12. Study: Top 100 Global Brands on YouTube
Apparel Automotive Diversified Financial Services Fast Moving Consumer Goods Food/Beverages Luxury Media Technology Other
Bubble size: Number of YouTube Channels
1,000,000,000
100,000,000
Total Video Views
10,000,000
1,000,000
100,000
10,000
10 100 1,000 10,000
Total Videos
13. Study: Top 100 Global Brands on YouTube
Apparel Automotive Diversified Financial Services Fast Moving Consumer Goods Food/Beverages Luxury Media Technology Other
Bubble size: Number of YouTube Channels
1,000,000,000 Google
Sony
Disney
Nike
100,000,000 VW
Apple Samsung
Cartier Nokia
Total Video Views
10,000,000
1,000,000
Cisco
100,000
Kleenex Axa
10,000
10 100 1,000 10,000
Total Videos
14. Top 100 Brands on YouTube:
Main Industry Clusters
Apparel Automotive Diversified Financial Services Fast Moving Consumer Goods Food/Beverages Luxury Media Technology Other
1,000,000,000 Bubble size: Number of YouTube Channels
100,000,000
Cars
Luxury FMCG
Total Video Views
10,000,000
Tech
1,000,000
Financial Services
100,000
10,000
10 100 1,000 10,000
Total Videos
Based on 1,278 YouTube channels belonging to the top 100 global brands (according to Interbrand)
analyzed using Pixability’s proprietary Video Radar software.
15. The best YouTube marketers
Online Video Grader Score (www.onlinevideograder.com)
Best Score per Brand Average Score per Brand
Highest YouTube Score Average YouTube Score
of all channels owned by over all channels owned
Brand Channels brand Brand Channels by brand
Nintendo 7 94 Nintendo 7 78
IBM 38 93 Disney 40 76
Toyota 16 90 Microsoft 14 72
Disney 40 89 Sony 38 71
Nike 30 87 Harley Davidson 2 70
HP 16 85 HP 16 70
Intel 15 85 Gucci 2 70
Sony 38 85 Ford 15 69
Nestle 19 84 Nike 30 68
Nokia 32 84 Toyota 16 68
Audi 17 82 Amazon 3 68
Adidas 29 81 Honda 9 68
BMW 19 81 Google 39 67
Ford 15 81 Canon 2 67
Microsoft 14 81 Ferrari 2 67
Excluding brands with only one YT channel
17. The 7 Habits
1. Make Lots of Videos
2. Practice Good Video SEO
3. Use Different Grades of Videos
4. Link Video to Marketing Initiatives
5. Ensure Video Has Branding
6. Invest in Content over Channels
7. Engage Community via Social Media
19. More Videos = Bigger Audience
Apparel Automotive Diversified Financial Services Fast Moving Consumer Goods Food/Beverages Luxury Media Technology Other
Bubble size: Number of YouTube Channels
1,000,000,000
100,000,000
Total Video Views
10,000,000
1,000,000
Clear correlation between
number of videos and
100,000 total views.
10,000
10 100 1,000 10,000
Total Videos
20. More Content = More Views per Video
450,000
400,000
Apple
350,000
300,000
Cartier
Views per Video
250,000
200,000
150,000
Disney
Google
100,000
VW
50,000 Sony
-
- 2,000 4,000 6,000 8,000 10,000 12,000
Total number of videos
21. Top 100 Brands vs. The Rest:
Videos per Channel
Number of videos
250.0
216.9
200.0
150.0 141.4
100.0
77.7
68.3
50.0
-
Top 100 Brands Top Top 100 Brand Bottom Other Companies Top Other Companies
Quartile Quartile Quartile Bottom Quartile
24. Top 100 Brands vs. The Rest:
Metadata
Top 100 brands on average do a better job managing their
video assets than other companies.
Tags Playlists
14.0 13.0 9.0
8.0 7.7
12.0 11.2
7.0 6.6
10.0
6.0
8.0 7.2 7.4
5.0
6.0 4.0
3.2
4.0 3.0
2.0 1.7
2.0
1.0
-
Top 100 Top 100 Other Other -
Brands Top Brand Bottom Companies Companies Top 100 Top 100 Brand Other Other
Quartile Quartile Top Quartile Bottom Brands Top Bottom Quartile Companies Top Companies
Quartile Quartile Quartile Bottom Quartile
26. The Best YouTube Marketers
Produce a Broader Range of Videos
Average shortest video Average longest video
32s Best Channels, Top 100 Brands 16:27
(Top Quartile)
44s Worst Channels, Top 100 Brands 14:30
(Bottom Quartile)
37s
Best Channels, Other Companies 22:36
(Top Quartile)
55s Worst Channels, Other 10:53
(Bottom Quartile)
Length (seconds)
37. Channels Per Brand By Industry
B2B Technology and Media companies have the most channels per brand.
Luxury brands concentrate their activity on only a few channels.
Average Channels per Brand
25.0
20.0
15.0
10.0
5.0
-
38. Are more channels better?
Brand View Rank YouTube Channels • While the most
3M 54 42 active video
Disney 1 40
marketers typically
Cisco 57 40
maintain multiple
Google 2 39
Sony 3 38
channels, more is
IBM 41 38 not necessarily
Philips 45 37 better.
Samsung 6 34 • Best practice: Have
Nokia 5 32 channels that clearly
Nivea 47 32 focus on a target
Oracle 62 32
audience.
Nike 4 30
Adidas 8 29 • Avoid temporary
Ikea 34 29 campaign-based
SAP 73 26 channels.
Colgate 46 25
Siemens 53 23
Avon 64 23
Gillette 32 22
BMW 9 19
40. Do you need a customized channel?
Branding strategies in the top 50 channels by views
Not branded
28%
Simple branding
(header)
Full branding 54%
with custom
page
18%
42. The Best Social Video Marketers
Brand Top Social Score • 8 brands reached
Adidas 100 a perfect 100
Apple 100 social score, but
Ferrari 100 scores are
Hyundai 100
dropping off
Nike 100
Samsung 100 quickly after this
Sony 100 top group.
Starbucks 100
Ford 93
Sprite 79
Intel 77
Oracle 75
Coca-Cola 67
Avon 57
Toyota 56
43. Top 100 Brands vs. The Rest:
Social Media
Top 100 brands are very strong on Facebook, but weaker
on Twitter.
Total Videos Shared On Facebook Total Video Tweets
25,000 300,000
22,966
259,437
250,000
20,000
200,000
15,000
152,633
150,000
10,000
6,787 100,000
5,000
50,000
183 37 260 869
- -
Top 100 Top 100 Other Other Top 100 Top 100 Other Other
Brands Top Brand Bottom Companies Companies Brands Top Brand Bottom Companies Companies
Quartile Quartile Top Quartile Bottom Quartile Quartile Top Quartile Bottom
Quartile Quartile
45. get the in front of the to trigger the
Right Right Right
VIDEO AUDIENCE ACTION
46. Unique technology to benchmark video
Online Video Grader: see how you do in just 2 min.
• Measures the
effectiveness of video
marketing based on
best practices
• Empirical database of
6000+ companies
• Real-time monitoring of
competitors’ activities
• No comparable
information source in
the industry
• Free version at
onlinevideograder.com
47. Video SEO Matters (and It’s NOT SEO)
Titles
Tags
Descriptions
Target Links
48. Paid Media Earned Media Owned Media
In-stream ads Social sharing YouTube channel
Display ads Video SEO Website videos
Video search ads Community Other video sites
-correct the box -YouTube is a unique ecosystemItallows for marketers to do precise targetingIt allows you to use your paid media spend to very deliberately increase the organic part of a brand’s video strategy.Promoted views fuel your earned media views by making these videos rank higher under ‘recommended videos’Those views drive more viewers to your channel, thereby increasing your views even more