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Preview - YouTube and the Top 100 Global Brands
By Rob Ciampa
Motivation for the YouTube Study
As some of you have seen, we are in the process of wrapping a study of the top 100 global brands and how they use YouTube. The study represents one of the most thorough and comprehensive reports on the use of both YouTube and online video by the top 100 global brands. To build a targeted brands list, we used Interbrand’s Best Global Brands 2012 report. More details on Interbrand’s methodology and selection criteria can be found at www.interbrand.com. For the study, we collected data from1,378 YouTube channels owned and managed by the top 100 global brands. Together, these channels consisted of 258,000 videos with more than 9.5 billion aggregate views. Not only did we analyze each YouTube video, but we also collected the statistics, metadata, descriptions, and sentiment for each one.
What we wanted to find out was whether business use of YouTube moved beyond a niche, experimental social video platform to a business-strength content and communications ecosystem. The data and our analysis, which we cover in this study, clearly confirm this. YouTube can no longer be ignored by any organization serious about brand, business, or sales. Specifically, what we present can and should be used by all organizations serious about best practices in digital marketing. Our study concludes that the top 100 global brands are exemplifying new directions in marketing and advertising.
Our Methodology for Analyzing the Top 100 Global Brands
The sheer number of YouTube videos and massive amount of metadata required extensive use of technology for data collection and analysis. It was clear early on that any manual approach to YouTube data collection would not only be incomplete, but inaccurate as well. Determining data patterns and calculating corresponding correlations required (1) extensive computing power, (2) significant storage capacity, and (3) extensive access to YouTube. We had all three for the study.
The study used Pixability’s Online Video Radar technology to identify, collect, analyze, and report on the YouTube and online video marketing performance of the top 100 global brands. With a complete YouTube data set collected, we then used Pixability’s Online Video Grader technology to rate and rank each YouTube channel. The Online Video Grader took the YouTube information and combined and correlated it with search, social media, and website video data sets. We used four components to determine an overall score to determine effective YouTube performance: web use of video, discoverability of the video content, richness of YouTube assets, and social sharing of video.
Though the top 100 global brands are merely a fraction of the entire YouTube ecosystem, they still independently represent a huge amount of content and information. Elements of the study we analyzed include:
- Audience attributes
- Channel composition
- Channel activity
- Publishing frequency
- Organic views
- Paid views
- Tagging and metadata
- Video length
- Social media and community
- Viewer sentiment
- Marketing segment dynamics
Throughout the study we continually challenged ourselves to determine whether the YouTube trends we derived were unique to the top 100 global brands or a microcosm of broader market movements. Not only did we find the latter, but we also discovered many other brands outside our primary list (i.e. not top 100 global brands) performing better than many of the ones we looked at for this study. The implications are important: online video marketing best practices can yield significant results on YouTube, no matter an organization’s size.
We'll be releasing the study within the next two weeks.
Wednesday, 24 July 2013