Content Marketing Inst.
Businesses are flocking to video content marketing as an efficient and wickedly effective content tactic. But the focus on making the video often overshadows the marketing of it. And winning followers on YouTube requires different strategies than doing so through other types of content marketing.
We conducted a YouTube video study of the Top 100 brands from Interbrand’s 2012 Best Global Brands. After analyzing 200,000 business videos across 1,270 YouTube channels, we discovered more than 50 percent had fewer than 1,000 views. ROI fail.
Enter the YouTube nation
First, let’s look at the facts. Our study of Interbrand’s Top 100 shows YouTube video production in that cohort increased from 4,760 videos per month to 7,175 per month, with an aggregate production value of more than $4.3 billion.
The research also shows that brands — including Coca-Cola and Toyota — are not just creating effective YouTube channels, they’re also embedding YouTube videos on their own websites. In fact, 61 of the Top 100 brands now embed YouTube videos on their websites (further blurring the lines between digital channels). We’re also noticing more diverse video methods and styles. Intel, for one, effectively combines both professionally produced content with user-generated content.
So how is it that brands are investing so much in online video, but are reaching so few followers? Is it a content issue? Maybe, but after analyzing millions of videos, we think it’s acontent marketing issue. Specifically, the top 100 brands — along with the rest of the YouTube ecosystem — are burning their online video budgets on video production, while ignoring an equally important element: video content marketing.