At point of sale, brands compete with each other for market share. In advertising, brands compete with each other for share-of-voice. But on YouTube, brands compete with all manner of folk who, by the way, don’t play by the same rules as brands.
For example, vying for attention in the Personal Finance conversation are financial advisors, tax preparers, moms who’ve turned themselves into family budget and college savings masters, government entities like the IRS and Healthcare.gov, banks and credit unions, celebrities like Suze Orman, insurance providers, wealth managers, non-profits like the AARP, TV networks/TV shows like CNBC Fast Money, in-vertical publishers like Money Magazine, technology providers like Intuit, comedians and celebrities who have something to say, economists and news organizations releasing new information on the topic, and documentarians and film-makers who are adding longer form educational entertainment to the conversation. Wow! Yes, that’s a lot of competition.
So, which of those entities is actually a true competitor? And how are you doing against it in comparison? Consider the value of building your YouTube audience when you know where your customers are going for information and entertainment. If not you, then who?
You can run a much cleaner and more effective marketing campaign when you know if you’re losing audience share to other brands, YouTube personalities, or publishers. There may even be an untapped market for your products in Spain or Singapore because certain international channels are killing it in your category. Every “conversation category“ has many voices competing for share, and rarely is a fellow brand the audience winner that you want to chase.
We’re working on a little something that will reveal the YouTube conversations that really matter to your brand. The results will surely surprise but your new insights will change the way you view and develop your audience on YouTube.
At Touchstorm we spend a lot of time analyzing videos (and making, and editing, and developing strategy around…) and there’s a lot of knowledge here about how to turn a great video into a successful marketing campaign that builds audience. This is what Tube Tuesdays are about.
Every Tuesday, we’ll pick apart some of the most popular videos of the week and break down what’s working and how to better turn that smash into a sales tool. It’s not just about views and shares, it’s about the brand’s ability to build an audience around the video, a dedicated fan base that says “I want to see more. Share with me. Even subtly market to me. I’m in!”
Audience makes the difference on YouTube and we’ll show you how to build one. So let’s start with THE video of the past week. In the past seven days, viral video “First Kiss” has been shared 1.3 million times, amassing more than 60 million views. The concept and its authenticity are perfection, and such is the viral formula.
The problem is you never know what will become viral, so it’s critical that you have the pieces in place surrounding it when it does!
But we can’t just sit back and admire a great concept. We have to make everything better. Here’s how Wren (did you know that’s the brand behind it?) can turn their smash into a brand success.
1. Brand visibility
Part of the mystique comes from the lack of brand visibility, using more of a product placement than promotion strategy. However, there’s always room for brand visibility if done well. Filmmaker Tatia Pilieva wins as the YouTuber responsible for the piece, but Wren misses by including just a link to their site below the “Show More.” A description of Wren, more prominent link and, most importantly, their own YouTube channel is how they connect with their new audience and keep the relationships growing for the brand.
2. One-off vs. campaign
The video creates tension and suspense, but how is the brand using that to deliver to an audience anxious for more? An effective pre-buzz strategy might have included pulling each couple apart and teasing one kiss at time, rolled out over time. Or perhaps we’re in for a series of follow-ups that build a story about the piece, go behind the scenes, or develop the characters further. This piece presents a “what’s next” emotion, and hopefully Wren will capitalize.
3. Audience engagement
There is no brand engagement with the audience through comments, yet a lot of interest for more. Wren and Pllieva should be engaging with their new fans by revealing more about the film, the concept, the actors, the clothing and inviting a relationship with the brand.
4. YouTube as the platform
Don’t just invite your audience to your site to view your products, bring your products and content to YouTube. Millions of new customers are receptive to more from Wren and Pilieva. Bring it to them, engage with them and subtly market to them where they want to be, not where you want them to go. The video and newsletter sign-up on the Wren site is the right strategy, but more should be done where the audience lives.
5. Subscribers, not views and site hits
A successful strategy starts with views and shares, but doesn’t end unless you’re developing an audience. First Kiss brought 67k subscribers (and counting) to Tatia Pilieva, so she’s converting well, but let’s hope Wren saw as many subscribers to their newsletter, as that's where they placed their marketing bets.
And the Oscar goes to...
The next major video event is here with the red carpet rollout this weekend. And we’ve been tracking the top films of the year beyond the box office to see what’s happening on YouTube. Thousands of videos to support each film are making their rounds through YouTube views and (of course) we’ve analyzed them all. And you can watch all Oscar-related videos on Touchstorm's YouTube channel.
When you think of checking out a film you look for the trailer on YouTube. It helps us weigh the $20 theatre trip vs. the patience of on demand. But film promoters are pushing a lot more than trailers, with short clips, reviews, behind the scenes cuts, celebrity interviews and even fan videos to support their films and stars. This is the right strategy, which we saw work well for Super Bowl advertisers.
Our analytics engine VOOT dug deep into thousands of videos related to the top six Academy Award categories this year. Based solely on view count, an indicator of popularity, YouTubers might announce that the Oscar goes to...
- “Gravity,” Best Picture
- Martin Scorsese, Best Director
- Christian Bale, Best Actor
- Sandra Bullock, Best Actress
- Bradley Cooper, Best Supporting Actor
- Jennifer Lawrence, Best Supporting Actress
The full report on our Touchstorm Video Index: Academy Awards Edition breaks down the winners in each category, and reveals insights worth noting, which apply equally to brands managing their own YouTube strategies:
- Supporting content matters. Just as we saw with the Super Bowl, a mosaic of great content to support the featured video helps build momentum and buzz.
- While trailers are the hot view for most YouTubers, interviews accounted for most of the views for Bradley Cooper and Jennifer Lawrence, while film clips accounted for many of Amy Adams’ 63m views.
- Success begets success. As you’ll see in our full report, each of the individuals got a big boost in views because of their lift from previous work.
- The combination of “American Hustle” and “Silver Linings Playbook” catapulted Bradley Cooper and Jennifer Lawrence in audience views. While the “Dark Knight” trilogy helped Christian Bale land more than 140m views.
- Know what your competition is doing. By looking at the category—in this case the Oscars—these stars can see how they compare to their fellow nominees in views. The same benchmark applies to brands.
- With tight races in many categories, the exceptions (again) are Jennifer Lawrence and Bradley Cooper who are ahead of fellow nominees by three-times the view count.
Our latest report is a fun look at how the Academy might select if YouTube was the stage. But there are more factors than views to consider, and the goal should be building an audience, not just popularity.
Keep an eye on our Video Index as we continue to analyze major video events and what they mean for marketers and brand strategy on YouTube.
Since the Coca-Cola America Is Beautiful ad ran during the Super Bowl, it ignited a media and consumer firestorm. And it’s been fascinating to watch the ad unfold behind the scenes on YouTube, which is what our Video Scoreboard reveals.
The Coke ad now tops the chart in Effectiveness for the brand, displacing the Budweiser Puppy, RadioShack, Microsoft Empowering and others. But it still lags in views. How’s that?
Unlike most other Super Bowl ads that kicked off their mega campaigns prior to the big game, building views and momentum along the way, Coke held the ad back, revealing it first during the game. These are two different campaign approaches and our Video Scorecard is revealing which is the most effective strategy.
Given its late start, Coke is still middle of the pack in Views, a measure most people have been using to anoint the Super Bowl ad champion. But what’s most telling, is the Coke ad is now #3 in Likeability (compared to all others in the Super Bowl category), and #1 in Velocity. The true measure is Effectiveness, however, and it shot into the #1 slot today.
The Effectiveness metric is the coveted one, as it blends all key metrics—Views, Likes, Subscriber Conversion and Velocity—with a formula that presents a numerical ranking of the most effective ads at building audience for the brand.
Views and shares are fine, but those can be bought. Genuine audiences are built based on true ad success, and Coke has the right stuff.
Keep checking back to see how it climbs. The data is changing every day!
New Touchstorm Video Scoreboard reveals the real winners in the Super Bowl ad game—and it’s not who you think
As the world’s greatest advertising event peaked Sundat night—hats off to the Seattle Seahawks—we’ve reached a tipping point, where YouTube is the true scorecard for measuring Super Bowl ad success.
While Doritos and Budweiser topped the charts in views and shares, the real measure of success is the brand’s ability to amortize the cost of the ad—particularly one worth more than $4 million—over weeks of hype. Is the ad really working for the brand and helping it move from mere awareness to trust?
We have the formula to show which ads are actually succeeding in building audience, not just awareness. Our new Touchstorm Video Scoreboard is the first (free!) live dashboard showing which brands are on the leaderboard everyday after the Super Bowl.
While certain brands are winning the popularity game, are those ads really working for the brand? And can the ad help build audience for the brand over time? We break it all down.
See who’s on top of the Touchstorm Video Scoreboard.
Our dashboard is built on a four-part formula of views, likability, velocity and subscriber conversion, and gives Super Bowl advertisers a level of analysis they’ve never seen. The result is their only ability to look precisely at their own video performance and how it compares to their peers.
Here’s how it works:
- Views: Not only how many views the main ad receives, but adjunct creative is combined to arrive at accurate, total view counts.
- Velocity: How long a brand is able to sustain interest in the ad, including when that interest peaks and starts to decline.
- Likability: A comparison view of relative passion generated from each ad, showing which ads were genuinely more popular with viewers.
- Subscriber Conversion: Which brands’ ads are better at generating YouTube subscribers, the critical measurement required for a brand to succeed on YouTube.
On the live Video Scoreboard, those four metrics are combined and weighted to reveal the Top 10 ads in overall brand effectiveness. Check daily because results will likely change over time.
Have fun with it. Think about what the dashboard means to your own video marketing, and keep an eye out for a dashboard that you can apply to your own channel. (More on that later…)
Check it out!
We're excited to announce our latest venture, veeseo North America, which will change the face of publishing—really! veeseo is the first video relevance engine, matching publisher videos to editorial stories based on the relevance of the content—without any effort.
Here's how it works: Imagine you're reading an article and the video is perfectly aligned to the story—it's timely, topical, relevant, not just a "top video of the day." As an editor, you didn't have to do a thing to add highly relevant video to your story, so you place it mid article. As a publisher, you've unleashed your video archive to give your content more visibility, and greater clicks ($) that stay on your site, not out to others. As a reader, you're happy to see video that interests you now, not about something you were researching online last week. There are so many wins we stopped counting.
Watch our latest video that tells the story of veeseo, and see what MediaPost and Adotas have to say. If you're a publisher or editor and you'd like to try veeseo on your site, please contact us and we'll get it going.
There's a new YouTube analytics engine in the world and it's about to change the way you look at your online video strategy.
For the first time, brands can see where they stand against nearly every competitor on YouTube -- large and small, which is important because some of the smaller YouTube channels are eating many of the big brands' lunch. That's right, we're not talking about Coke vs. Pepsi, we're talking Blendtec, which is beating both of them.
Competition on YouTube is not about traditional competitors, it's about conversations. It's not about the size of the company, it's about the share of the voice. Our new Touchstorm Video Index: Top Brands Edition outlines exactly who owns that share of voice on the largest online video stage, and guess what? It's mostly not brands.
For the first time, any YouTube channel owner can see who else is sharing content, having conversations and building audiences around similar topics. Finally, a recipe vlogger can see where she stands against other recipe vloggers in views and subscribers. A big brand can discover a host of new competitors it never new existed, find out what they're doing well and why their share of voice is rising.
Here are some of the questions the Touchstorm Video Index: Top Brands Edition will answer:
What are the Top 500 videos in my category, and what do they have in common that I can mimic?
What's the average number of subscribers converted per every million views in my category, and why is my channel below the average?
Are my competitors spending money winning views, and if so, how much?
What are the top channels in Japan for my category, and how do I compete there?
What is the overall growth rate of YouTube itself, so we can determine if we are keeping up or falling behind?
What is the average “like-ability” for content in my category, and does our content perform better or worse than that?
Alison Provost, our analytics-maven CEO, breaks down the Index and what it means for brands specifically. Watch and learn, and then check back for more because we're about to release another cog in the wheel here that will just keep strengthening the index and the value it provides.
See Adweek's article on the Video Index here.
See MediaPost's article on the Video Index here.
Some music stands the test of time and finds an audience of new listeners in every generation. Online video carries the same power.
Recently, Shutterstock and Sony teamed up to re-imagine a video for the Sly and the Family Stone classic, "Everyday People." Exclusively using stock footage from the Shutterstock collection and some animated vintage photos to shape the narrative of the video, producers rediscovered not only how relevant the song remains today, but also how meaningful its message remains. (Read more about the making of the video, and watch the final product below.)
The combination of an iconic tune and compelling imagery makes it so sensational. "Using clips of everyday people doing what they do, being who they are, and living life across cultures really drives home the essence of Sly's lyrics," said Adam Farber, Project Director for Legacy Recordings.
For companies searching for new ways to incorporate video into their overall marketing strategy, yet might not be in line to partner with a music company to attain rights to reproduce a song, there are other more far-reaching lessons to take away. Once you come up with the right approach to put your brand on the map, here are some suggestions of how to proceed:
1. Hire the right producers. Find people who have both the experience and passion to make your vision come alive. That passion will be reflected in both the first cut and the final cut.
2. Storyboard everything. It can be time-consuming and expensive to make a video. You can eliminate unnecessary hurdles by outlining the approach and process ahead of time. This will make for swifter turnaround times, too.
3. Get experimental. Just because you have a process in place doesn't mean you should entirely dismiss improvisation. Some of the best ideas come to you while making edits or putting the finishing touches on. Check out some of the more exotic clips in the "Everyday People" video, below.
Guest post by Danny Groner. Danny Groner is the manager of blogger partnerships and outreach for Shutterstock.
You may be wondering what kind of video you should make; what type of video is right for your brand. Types of videos? Yes, types. All the talk about online video needs to become more nuanced to reflect the various ways that you can communicate with video online. Saying "we have online videos" is akin to saying "there is weather going on outside". It is accurate, but neither descriptive nor helpful.
Types of online videos are not overly complex. It's as easy as your freshman communications class, really. Remember the three types of communication? You can persuade, entertain or inform. Remember developing those speeches? Well, online videos fall into one of these three categories as well: Persuasive, Entertaining and Informative.
First things first; here's what you need to do to gauge your type.
Take an Inventory of Your Videos
You'll need this to help you develop your strategy, but for now, just put them all in one of these three buckets. As you do this, a couple of things will emerge: first, you'll start to see that you are preferring one kind of video over the others, and second, you'll also see that your video content doesn't fall neatly into these categories. That's the point of this exercise, to highlight where you are off-strategy with your content. If you don't know what bucket it goes in, then just put it where you wished it fit well. If your information has too much competitive language, then don't worry, just put it in there anyway.
Take an Inventory of Your Competitors' Videos
Again, don't over think it. Just find as many as you can and start to list them in their respective categories. Don't worry about too much analysis either. The goal is to get you thinking about and seeing Online Video in these three categories of content.
Look at Your Other Marketing Communication Activities
What bucket does most of your other content fit into? It is typical for it to be primarily Persuasion since this is the primary mode of marketing. But the landscape is changing and brand content is changing with it. We want to make sure that you are prepared to meet and engage your audience the way they want to be engaged, and that your competition doesn't beat you to the punch.
1. They Have Experience in the Type of Content You Need
(We'll assume everyone knows to look for an ad agency to make online video ads for them.) If you need Editorial Videos then find a company that understands what works in this kind of video. Not just any old production company will do. Same for Entertainment--whether one-off or series)--you need someone with a track record of success here.
2. They Understand Online Video Content Production
Those that have worked in television for years and years tend to think about digital in a certain way. The same holds true for companies that have worked in film or large commercial projects. You want a partner who understands the uniqueness of the online medium--and how it is evolving from the desktop/laptop world to the tablet/smartphone one.
3. They Are Sound in Strategy and Execution
What you are looking for is a thought-partner in addition to an execution partner. Can they help you think through your strategy for your online video mix, and then can they help you get those videos produced? Or if you feel like your strategy is all shored up, then you'll need someone who gets and can work within the parameters of that strategy.
4. They Pre-Wire Your Content to Perform in Search
We've said that Google is the homepage of the web, so getting your content high in rankings is key. You want a partner who knows the right topics and can develop scripts that will perform well for you. Not all topics are searched equally. So, ask about their topic and script development process.
5. They Get Talent in Front of and Behind the Camera
Creating content is talent plus craft. Make sure your partner is putting talented people in front of the camera for you--real experts who know their material or talented performers. But you also want talent behind the camera writing great scripts, directing, shooting, producing, etc. It is not easy making good video and having a great camera doesn't make a great video.