In Pixability’s latest analysis of the YouTube behavior of the Top 100 Brands (as defined by Interbrand’s 2014 Best Global Brands Report), we found that viewership is growing and engagement is up. It’s a sign that brands’ YouTube strategies have matured. YouTube deepens a customer’s knowledge of a brand and strengthens the brand relationship in a way that’s just not possible on other platforms like TV.
Pixability is seeing a significant shift from brands treating YouTube as a dumping ground for commercials to a destination site for a broad range of branded video content. 10% of the top 100 brand videos on YouTube are now 10+ minutes in length.
Top brands understand how consumers use the platform, and recognize the need to guide the viewing experience.
- Brand-owned channels are receiving 10x more likes than dislikes.
- Subscribership is up 47% year-over-year. Consumers don’t just watch videos, they’re actively committing to brands on YouTube, requesting to stay connected to the brand and be notified when new content is published.
Smart brands realize that YouTube moves the needle, positively impacting brand perception and brand lift. They understand that a mix of three elements — paid advertising, an active brand channel with a strong content strategy, and creator partnerships — is needed for optimum success, especially when trying to reach a younger audience.
Catch up on all of Pixability’s findings in the infographic below.
To download a hi-res version of the Top 100 Global Brands infographic, CLICK HERE.