Brand Study

The Top 100 Global Brands:
Key Lessons for Success on YouTube

The Brands Embrace YouTube

Marketing professionals are increasingly relying on video content and social media to deliver solid business results. In response, Pixability put together "The Top 100 Global Brands: Key Lessons for Success on YouTube," a comprehensive industry study on the use of YouTube by the leading global brands to drive video and digital marketing success.

Revealing a 99 percent YouTube adoption rate and 73 percent year-over-year growth, the brands driving the best results are moving beyond television-style brand awareness to much more socially-engaged, longer-form, content-rich channels.

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"Leading brands are using YouTube to build an engaged audience and drive business results. Marketers who put the best practices unveiled in this report into action will drive more successful video and digital marketing campaigns."

- - Bettina Hein, Founder & CEO, Pixability

Why YouTube?

Starting with the list of companies identified in Interbrand's Best Global Brands report, Pixability collected data from YouTube channels owned and managed by these Top 100 Global Brands. Pixability software collected a list of 2214 candidate channels. A group of analysts then verified each channel according to the criteria listed above and reduced the list to 1378 verified channels.

All individual metrics per video were added by channel and then by brand to get to the total values used in the study. The raw data was used as an input into Pixability's Online Video Grader software. The data presented in the study represents full and exact counts of the metrics described above. No sampling, estimates, regressions or projections were used.

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‹ The graphic represents remarkably similar strategies and activity levels in several industries.

Challenges Remain

Over the past five years, the top brands have gone from just a few dozen YouTube uploads in 2005 to more than 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 2,200 channels containing 258,000+ videos.

We anticipate that by 2015, they will likely invest in the production, marketing, and distribution of over one million new YouTube videos. But brand marketers have work to do: the study uncovers that over 50% of their videos get fewer than 1000 views.

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Key Lessons For Marketers

Understanding that video marketing is just as important as video production, these brands offer valuable lessons. The report pinpoints seven core best practices for brand marketers.

Download the PDF here.