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Optimization

The Top 100
Global Brands

Organization

Engagement

Branding

Key Lessons
for Success
on YouTube

pixability
...
S
...
04
Major Report Findings
...
09
Top100 Global Brand Strategies on YouTube
...
16
YouTube is the Future of Powerful Brand Marketing
...
31
About Pixability
...
The Top 100
Global Brands are proving the effectiveness of
YouTube as a critical part of their marketing and
business strategy
...
They understand that video marketing
is just as important as video production
...

best of these brands offer valuable lessons not
only to smaller brands, but also to the marketing
and advertising initiatives for all companies
...

This is what the Top 100 Global Brands:
Key Lessons for Success on YouTube report
establishes beyond any doubt
...

This report uncovers a striking shift in the use of
online video by the world’s leading brands: video
marketing on YouTube is becoming an integral

4

part of today’s global digital marketing
mix, helping global brands reach and engage
audiences of all sizes and interests
...
These 100 brands
alone now account for 9
...

Given YouTube’s ability to draw audiences of all
sizes and interests, the platform has attracted
top marketing dollars, including billions in
collective online video investment from the
Top 100 Global Brands
...

The Top 100 Global Brands: Key Lessons
for Success on YouTube report provides
an objective, in-depth study of online video
marketing trends and best practices to help
brands, content producers, and digital agencies
understand and harness YouTube’s potential for
increased brand awareness, engagement and
loyalty
...


Brand Video on YouTube is Skyrocketing, but Marketing Lags
Nearly all of the Top 100 Global Brands have built a strong presence on YouTube, signalling the growing
importance of YouTube as a critical element of a digital marketer’s strategy
...
Here is an overall look at the major findings:

Major Report
Findings
pixability / august: 2013

Since YouTube’s launch, the Top 100 Global Brands have published a total of 258,000 videos
across 1,378 YouTube channels, attracting over 9
...

These brands have collectively invested billions of dollars in online video creation
...
By 2015, they will likely invest in the production and
distribution of over one million new YouTube videos
...

56 of the Top 100 Global Brands have 10 or more YouTube channels
...
Over 50% of the videos produced by the
Top 100 Global Brands have less than 1,000 views
...
Over 30% of the total aggregate video views occur 12 weeks after publication
...


Linking social media and YouTube is critical to brand video marketing success

The top 25% had higher Facebook (330 times greater) and Twitter (89 times greater)

video sharing than the bottom 25%, representing the highest disparities in this entire
report
...


Short form content targeted consumers closer to the top of the marketing funnel,

while longer form content maintained engagement with those farther along in the

buying journey
...

Competitive pressures force brands to use similar video marketing strategies

Clear industry clusters point to companies within the same industries pursuing very

similar content strategies and achieving comparable results— some great; some not
...


6

Successful Practices for YouTube Marketing Success

Major Report
Findings
pixability / august: 2013

1
...


The best-performing brands publish high volumes of content on a regular schedule
...
Leading media

brands produce even more: close to 500 videos per month
...
Take video optimization and YouTube channel architecture seriously

YouTube is the 2nd largest search engine, so discoverability is key
...


Within traditional SEO—Google prioritizes web pages with YouTube video embeds
...

3
...


Videos do not need to be prime-time quality because those with lower production value

can be just as effective
...
Apply an “Always On” strategy to video marketing

The most successful brand marketers on YouTube integrate their online video

strategies with their traditional, offline marketing strategies
...


17 of the Top 100 Global Brands use less than 50% of their channels
...

5
...


An appropriate level of branding within videos is essential because successful

YouTube videos are often used outside of the context of a branded YouTube channel,

such as website embedding
...


7

Best Practices for YouTube Marketing Success (cont
...
Adding more content is more important than adding more channels

37% of all channels have not been updated with fresh content for over 120 days
...


Major Report
Findings
pixability / august: 2013

7
...


Users frequently share videos on social networks, and video content is attractive for
sharing
...


Viewer sentiment is starting to show distinct trends by industry
...


8

Since 2005, brands have moved beyond using
YouTube as an experimental video platform
and are now leveraging this massive content
ecosystem as a key part of their sales and
marketing strategy mix
...
8 YouTube channels each
187 Videos in each channel
37,000 views per video (average)

GROWTH IN BRAND PRESENCE AND
PUBLISHING ON YOUTUBE
Nearly all of Interbrand’s Top 100 Global Brands
have built a strong presence on YouTube and
have steadily increased the amount of content
they produce and publish on the platform
...
5 billion collective video views
...

Following this trajectory, we project that roughly
one million new videos will be published
between 2013 and 2015 by the Top 100
Global Brands
...


Starting in 2009, video publishing rates on
YouTube by the Top 100 Global Brands
increased an average of 73% annually,
averaging more than 8,000 new videos
per month
...
The

Monthly Videos Published on YouTube
by Top 100 Global Brands

YouTube video publishing rates are
growing at an annual clip of 73% with
8,000 new videos per month
...


7,000

9,000
8,000
6,000
5,000
4,000
3,000
2,000
1,000
0

2006

2007

9

2008

2009

2010

2011

2012

2013

ANALYSIS OF PUBLISHING ACTIVITY
With the total YouTube views of branded content
growing 73% year to year, the competition for
mindshare is certainly heating up
...
On average, the Top
100 Global Brands are publishing approximately
78 videos per month, with media companies
driving the lion’s share of new videos, publishing
close to 500 videos per month
...
Media
companies are the most active, strongly driven
by content leaders like Disney and Thomson
Reuters
...


BETTER BRANDS STAND OUT ON YOUTUBE

Top 100 Global
Brand Strategies
on YouTube

This industry video strategy analysis shows
identifiable industry clusters of similar
companies pursuing very similar content
strategies and achieving comparable results
...
On the other hand, luxury
good brands tend to produce significantly fewer
videos with fewer viewers by a factor of 1001000
...
The differences
within industries are typically fairly small, apart
from some outliers
...


pixability / august: 2013

Alcohol  

Apparel  

Video Marketing Strategies by Industry
Automo
...


Food/Beverages  

Cars

Video Views

100,000,000 !

FMCG
Luxury

10,000,000 !

B2B Tech

1,000,000 !

Financial
Services

100,000 !

10,000 !
10!

100!

1000!

Total Number of Videos Produced

11

10000!

Other  

YOUTUBE CONTENT HAS A MUCH LONGER SHELF LIFE
Video performance and traffic over a one year time span: While Facebook updates remain in the News
Feed an average of 22 hours, content on YouTube has proven effective for far longer
...
The next 30% of video views
come between four and 12 weeks of initial publishing
...


Top 100 Global
Brand Strategies
on YouTube
pixability / august: 2013

This lifetime value of video content is unique to YouTube and is among the key reasons marketers now
need to place a higher importance on being present and active on YouTube
...

Video has a much longer shelf
life than most social media
content
...
As noted in the charts below, there is a
staggering difference in social media performance between the best performing brands within the Top 100
Global Brands and the bottom quartile
...
The best YouTube marketers understand the value of
integrating their YouTube videos with their social media campaigns - and the engagement numbers below
further validate this effort
...
Facebook Shares / ‘Likes’

11,349 !

250,000 !

10,000 !
pixability / august: 2013

200,000 !

8,000 !

150,000 !

6,000 !
The top 25% have up to 330X
more social media interaction
because of YouTube
...


100,000 !

4,000 !

50,000 !

2,000 !
- !

229,365 !

127 !
Top Quartile! Bottom Quartile!

13

- !

693 !
Top Quartile!

Bottom
Quartile!

Not all videos are created equal: Over half of the published videos on YouTube by the top 100 brands
received less that 1,000 total views per video
...
At the other end of the spectrum, only about 1,300 videos had
over one million views with far fewer achieving the often coveted, but more frequently over-hyped “viral
video” status
...


Top 100 Global
Brand Strategies
on YouTube
pixability / august: 2013

Average Total Views per Video on YouTube
for the Top 100 Global Brands
60%
50%
40%

More than 50% of videos
published to YouTube by the Top
100 Global brands received less
than 1,000 views, a reflection
of flawed video marketing
strategies among many of these
companies
...
Analysis of those brands
with the highest number of channels shows that
they also produce the most videos
...
Roughly 37% of channels in the
examined data pool were not updated in the last
120 days, and 17 of these global brands had
50% or more of their channels inactive
...
While industry, budget and number

Videos Published

* Companies bolded in red are on both lists
...

Brands must ensure that the channel strategy is
driven by audience needs
...
The best performers of the Top
100 Global Brands understand that clear brand
channel strategy and coherent YouTube channel
layouts backed by compelling, well-organized
content are critical to audience development
and mindshare
...


Number of Channels

Make Lots of Video
Content

Practice Good Video
SEO

Top Practices
Best 100 Global
Brand Strategies
for YouTube
on YouTube
Marketing

Use Different Videos for
Multiple Touchpoints

pixability / august: 2013
pixability / august: 2013

The best YouTube performers of the
Top 100 Global Brands understand
that content strategy and video
marketing are far more important
than making a limited number of overproduced videos
...


Link Video to
Marketing Initiatives

Ensure Video has
Branding

Invest in More Content
Not More Channels

Engage Community
via Social Media

16

BE A WELL-OILED, CONSISTENT, VIDEO
CONTENT MACHINE

Best Practices
for YouTube
Marketing

Videos Per Channel
200!

In the chart below we see a clear correlation
between the number of videos produced and
the total amount of views that these videos
received
...
This claim
is further supported by analyzing the top performing
quartile of the Top 100 Global Brands against the
bottom quartile
...


153!

150!

101!

100!
50!
0!

Top Quartile!

Bottom Quartile!

pixability / august: 2013

More Videos = Bigger Audience
Alcohol

Make Lots of Video
Content

FMCG
Alcohol

Apparel

Automotive

Financial Services
Apparel
Automotive
B2B Tech

B2B Tech

Food/Beverages
B2C Tech
Diversified
FMCG

B2C Tech

Diversified

Luxury Food/Beverages Luxury
Media
Financial Services

Media

Other
Other

1,000,000,000

1,000,000,000
100,000,000

100,000,000
Total Video Views

Total Video Views

The best YouTube performers
publish 50% more videos than
the worst performers
...


10,000,000

10,000,000

1,000,000

1,000,000

100,000
100,000

10,000

10,000

10
10

100

100

17

Total Videos

Total Videos

1000
1,000

10000
10,000

Data from this study also shows that the most successful of the Top 100 Global Brands on YouTube
understand that consistent publishing begets more views than isolated bursts
...


Best Practices
for YouTube
Marketing
pixability / august: 2013

Make Lots of Video
Content
The best brands don’t “dump”
a bunch of videos on YouTube;
they publish much more
methodically
...
8 billion collective video views across over 15,000 video assets
published on its 41 YouTube channels
...
Disney only
started publishing regularly to YouTube in early 2009, but scaled up its publishing efforts quickly
...

Among the least successful of the Top 100 Global Brands is J
...
Morgan
...
Aside from a very low YouTube view count – just over 26,000
total views of its assets on YouTube, the company manages just one channel with only 40 videos in
total
...
P
...


Publishing Activity 2005-2012: Most Successful vs
...
P
...


Video SEO primarily consists of putting highquality metadata around your videos and
integrating key search terms into video titles,
tags, and descriptions
...
This is a clear indication that
successful video marketers put a lot more care
into developing detailed and comprehensive
channels, along with the metadata behind them and they’re seeing the results
...
7!

8!

8
...
4!

6!

4!

4!

2!

4
...
Within Google
search, video content has been measured as 53X more likely to achieve organic, first-page ranking than
traditional web pages
...


Best Practices
for YouTube
Marketing

Tighter video integration between YouTube and a brand’s website results in a higher return on video
investment and encourages stronger performance within Google SEO rankings
...

Coca-Cola incorporates embedded YouTube videos not only on their home page, but throughout their
website as well
...
The top performers
understand that video SEO is
different from tradional SEO
and they also know the search
importance of web integration
of YouTube videos
...
As indicated by the chart below, the
top quartile of the Top 100 Global Brands tend to

Best and Worst Performers in the
Top 100 Global Brands
Time Range of Video Content
Average
Shortest
Video

Average
Longest
Video

Top Quartile

Use Different Videos for
Multiple Touchpoints
The best performing
Top 100 Global Brands
understand that the
audience engagement on
YouTube has multiple touch
points, and they create and
publish video content that
aligns with each one
...


24 seconds

16:27 minutes

Bottom Quartile
45 seconds
16:13 minutes
Length (seconds)

produce a broader range of videos than the bottom
quartile
...
Align your YouTube and video
content portfolios with your customer’s journey and
engagement to your brand
...

Regularly produce good video content with a
great story
...
Smarter brands are
also curating content from their broader YouTube
community
...
Produce
good conent that ranges from brand awareness
to customer testimonial to how-to instructions to
customer service
...
Volkswagen landed
huge success with its Darth Vader commercial
“The Force,” showing a pint-sized Darth Vader
using “The Force” to start up his parent’s new
Passat
...
5
million views on YouTube, 10,000 comments
and 62,000 Likes before the big game even
started
...
This illustrates how important
YouTube has become in capturing consumers’
attention
...


Link Video to
Marketing Initiatives
YouTube must be integrated
with brand campaigns and
not treated as just another
marketing channel
...


22

Create Event Videos Even For Limited
Audiences
Successful video marketers don’t hesitate to
produce video series for very limited, but highly
engaged audiences, such as event participants
...
“Orphan” channels
with stale content quickly turn into a problem
...


Examples of Event-Driven Video
Content from Coke and Intel

APPLY BRANDING CONSISTENTLY, INTELLIGENTLY AND METHODICALLY
YouTube offers multiple opportunities for branding within their platform
...
Every YouTube
channel can now have a custom header image that works effectively for both web and mobile, as well as a
front page that can be populated with playlists or individual videos
...


pixability / august: 2013

Ensure Video has
Branding
Top performing companies on
YouTube consistently brand
their videos in both the video
content itself as well as in
metadata
...


23

Best Practices
for YouTube
Marketing

Video Content

pixability / august: 2013

Ensure Video has
Branding

Title
Channel Logo

Take advantage of the multiple
places for branding within the
YouTube video page
...


Meta Data:
Tags /
Descriptions

Branding is necessary, especially as content is shared and socialized
...
This is essential because YouTube videos often are used outside of the
context of a branded YouTube channel
...

Custom gadgets are frequently used to present different ways to navigate content, for competitions and
sweepstakes, or to encourage viewers to leave comments in a social media stream
...
As shown,
92% of the Top 100 Global Brands’ channels still use only the standard YouTube channel layout
...

However, the picture looks different when we examine the Best 200 Channels by Views
...
This shows that top
marketers have a keen awareness of their strongest channels and are working to optimize the branding
and user experience for areas with the highest traffic
...


Standard
Channel
92%

Best 200 Channels by Views
Brand
Channel
with
Custom
Gadget
15%
Standard
Channel
85%

This may be available for all
brand accounts later in 2013
...
Instead, segment
your channels by industry
and ensure you deliver
video content specific to the
product line or market
...

Technology and Media companies have the most channels per brand
...
Media companies, like Disney, are in the business of producing visual content
and serve multiple audiences with their YouTube channels
...
This
is expecially true for one of the most diverse brands of them all: 3M
...


More Channels Doesn’t Mean More Views
While top video marketers typically maintain
multiple channels, “more” is not directly
associated with “better
...
Those who
rank high in views practice intelligent channel
segmentation and maintain those channels
regularly
...


26

Brand
Channels
View Rank
3M 43 54
Disney 41 1
Nike 41 4
IBM 41 49
Google 40 2
Sony 34 3
Samsung 34 6
Philips 34 39
Oracle 34 64
IKEA 33 33
adidas 32 7
Nokia 30 5
Cisco 30 42
Nestle 30 47
SAP 29 76
Siemens 26 59
Panasonic 25 34
Accentura 25 93
Pepsi 23 15
Colgate 23 44

It’s better to maintain few
channels well than to have
many channels that are
inactive or poorly maintained
...


Best Brands & Inactive Channels

Active
Channels

Channels
not
updated
for over
120 days

37%

63%

Brands with the highest percentage of inactive channels
100%!
90%!
80%!
70%!
60%!

Active
Channels

50%!
40%!
30%!
20%!

Inactive
Channels

10%!
0%!

ne
Ya x!
h
Jo oo
hn !
ni
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U !
BS
C !
is
co
!
G
Ke ap
Lo llo !
ui gg
s
Vu 's!
itt
o
Xe n!
ro
N x!
H ive
ei
ne a!
ke
Sp n!
Am rit
er e!
ic
an
Pe !
p
G si!
ille
C
at tte
er !
p
N illar
es !
ca
fe
!

Invest in More Content
Not More Channels

ee

pixability / august: 2013

Inactive channels are confusing for your
audience
...
We recently
worked with a major brand whose search results
on inactive channels were outperforming their
main active channel
...
The pie graph to the right
shows a staggering 37% of all channels have
not been updated with fresh content for over
120 days
...
The main reasons
seem to be channel consolidation or simple lack
of video marketing activity
...


27

ENGAGE YOUR COMMUNITY WITH SOCIAL
MEDIA
Much like integrating your YouTube strategy
with your offline marketing strategy - you want to

Best Practices
for YouTube
Marketing
pixability / august: 2013

Average Tweets
12,000 !

11,349 !

With such strong engagement numbers, it is
surprising that top brands do not score better
on the social scale
...


10,000 !
8,000 !
6,000 !
4,000 !

Engage Community
via Social Media
Brands that tightly integrate
YouTube efforts with
Facebook, Twitter, Google+
and Pinterest will drive up
to 330X more audience
enagement through shares,
embeds, ‘Likes’ and
comments
...
Facebook Shares / ‘Likes’
250,000 !

229,365 !

200,000 !
150,000 !
100,000 !
50,000 !
- !

examine how your YouTube efforts are reflected
within your social media channels as well
...
The top quartile of the Top 100 Global
Brands, those attracting the most views, are also
attracting the most social shares
...


693 !
Top Quartile!

28

Bottom
Quartile!

Top Social Scores

adidas 100
Apple 100
Samsung 100
Sony 100
Starbucks
85
Ford

76
Nestle

75
Pepsi

75
Toyota

75
Coca-Cola

69
Intel

69
Cartier

55
Yahoo

54
Avon

52
Nokia

52

Social Sentiment
Luxury, Apparel, Alcohol and Automotive brands
received the most positive user ratings (as
measured by sentiment repsonses on YouTube
videos)
...


Best Practices
for YouTube
Marketing
pixability / august: 2013

The Top 100 Global Brands are realizing that
YouTube is not merely a video platform; it’s also a
major social media platform
...

Engagement and response to comments and
shares is important for sustained audience
response
...
They embrace them
and engage their audience
...
That’s why customer
and audience enagement
is necessary for sustained
YouTube performance
...


YouTube is
the Future of
Powerful Brand
Marketing
pixability / august: 2013

Remember
...
It
is impossible for marketers to dismiss
the growing popularity of YouTube or the
effective and quantifiable benefits that
brands can achieve by producing and
distributing video content on YouTube
...


The Top 100 Global Brands now publish
more than 10,000 cumulative videos
to YouTube per month and this number
will continue to increase
...


Expect even more YouTube
momentum – and those brands,
especially the global leaders among
them, who treat YouTube as an
afterthought will see less return on their
overall marketing investment, and in due
time - dwindling market share
...


The Top 100 Global Brands are proving the effectiveness of YouTube as a critical part of their marketing
and business strategy
...
They understand that video marketing is just as
important as video production
...


30

The basis of our analysis is Interbrand’s Best Global Brands
...

YouTube channels were included in the study based on the following criteria:

1
...


2
...


Report
Methodology

3
...
Example: Poland Spring belongs to Nestlé, but wasn’t included under the Nestlé
brand
...


4
...
Excluded were channels belonging to dealerships
(frequent in the car industry), distributors or independent user groups and fan clubs
...
Multiple spellings of the same brand name (such as Nestlé and Nestle) were included, as were short
forms of brands (such as Bud for Budweiser or VW for Volkswagen)
...
P
...
P
...
A group of analysts then verified each
channel according to the criteria listed above
and reduced the list to 1378 verified channels
...


Report
Methodology
pixability / august: 2013

Number of videos
Number of views
Number of subscribers
Number of playlists
Number of video views, comments, ‘Likes’
and dislikes per video
...

Number of times each YouTube video was
shared on Facebook and Twitter
...


32

All individual metrics per video were added by
channel and then by brand to get to the total
values used in the study
...
The
Online Video Grader consists of a database of
over 13,000 business channels on YouTube
...
Since the Grader
uses differentiated benchmarks depending on
company size, the company size for all brands
was assumed to be more than 1,000 employees
...
No sampling, estimates, regressions
or projections were used
...


About Pixability
Pixability is a YouTube-certified marketing and advertising software company that works with brands,
e-commerce firms, agencies, and content providers to drive business and awareness with online video and
YouTube
...


About
Pixability
pixability / august: 2013

Andreas Goeldi, CTO, Pixability
Andreas Goeldi is Chief Technology Officer at Pixability and is YouTube certified
...
He is an experienced Internet
technologist and online marketing expert with a passion for film and video
...
He co-founded Namics, one of Europe’s largest
online marketing agencies, Germany’s largest blog network Blogwerk
...
S
...
Andreas’ passion for film and video started when he bought his first Super
8 camera at the age of nine years, and he started programming at the age of 12
...
M
...
A
...

Gallen, Switzerland
...
com
Twitter: @agoeldi
YouTube: youtube
...
At Pixability,
Rob helps major brands, agencies, media companies, celebrities, and entertainment artists with YouTube
strategy, marketing, advertising, and monetization
...

On a personal note, Rob is the father of two teenage boys who transformed their attic into a video
production set and subsequently built multiple, successful YouTube channels with over 9 million views
...
He holds two patents in technology management
...
com
Twitter: @robciampa
YouTube: youtube
...
com or call 888-PIX-VIDEO (888-749-8433)

Rob Ciampa, EVP Marketing, Pixability

PIX-STD-YTBR-001

33



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