Major brands have embraced YouTube marketing in a big way over the past several years. These businesses are finding that this social site can help them increase their long term reach in a way that complements the shorter boost they get from other social networks. Pixability’s Top 100 Global Brand Strategies on YouTube report contains great insights for marketers seeking to increase the benefits from their investment in this channel.
Pixability analysts encourage marketers of all sizes to optimize their YouTube strategy. YouTube commands 17% of all Internet traffic. Controlled by Google, this social site serves as the second busiest search engine on the Internet. A significant percentage of the traffic is also mobile. Currently, about 25% of the views are linked to mobile devices.
While marketers are generating a high volume of traffic with a strong YouTube presence, their videos can also ensure longevity of an ad campaign. Most of the traffic spurred by a social media post occurs within 22 hours. However, viewing patterns after a company posts a YouTube video break out as follows:
- 1–3 weeks: 40%
- 4–12 weeks: 30%
- 12–52 weeks: 30%
The Pixability analysts caution that marketers can engage in too much of a good thing, though. Of the top companies in this study, a typical brand boasts the following YouTube presence:
- 13.8 channels
- 187 videos per channel
- 37,000 views
Marketers say that it’s time consuming to maintain so many channels with fresh content. Currently, about 37% of the channels have not been updated in 120 days. Analysts recommend cutting down on the number of channels, updating the content frequently and using SEO tactics to make sure the videos score good positions on search engine results pages. Additional recommendations are to make sure the videos include branding messages and to include them in other marketing initiatives. Doing so will help marketers increase traffic and the likelihood that viewers will share.
To learn more about YouTube sharers, check out the AudienceSCAN report available on the Research Store at ad-ology.com.