Video Marketing Blog

Kristin Forte

Recent Posts by Kristin Forte:

Announcement: Touchstorm to Unveil VideoAmigo Marketing Suite at VidCon

NEW YORK, July 1, 2015 – Touchstorm, a technology-based services company that builds YouTube audiences for the world's largest brands, is unveiling VideoAmigo, their new suite of marketing tools and services, in time for the 6th annual VidCon in Anaheim, California. Since its inception in 2010, the convention that celebrates, discusses and informs online video has drawn a rapidly growing crowd of creators, fans, industry and brands worldwide. More than 300 influential YouTube Creators will be there this year, as well as an expected 20,000+ attendees.

Touchstorm plans to connect with hundreds of YouTube creators at this event, revealing their VideoAmigo stats and allowing fans to see if their favorite stars really walk the walk.

Alison Provost, Touchstorm CEO, said “We’ve been building these tools and technologies behind the scenes for years while we’ve helped some of the largest brands in the world with content strategy, production, and YouTube channel management. Now we’re excited to open these tools up to the market, and VidCon is the perfect place to do so.”

The VideoAmigo Marketing Suite allows brands and creators to stop guessing at their strategy and start winning on YouTube, with data and insights needed to run successful video campaigns. With VideoAmigo, brands can find searchable, popular video topics to own, as well as the right creators and channels to partner with. Creators can grow revenue, build audience, engage fans, and attract killer sponsors.

Touchstorm’s proprietary data taxonomy, the Touchstorm Video Index (TVi), narrows the world of video topics to provide more marketing and performance metrics on channels, videos and searches than has ever been possible. VideoAmigo, which runs on the TVi classification system, uncovers unique insights that allow brands to compete and win in social conversations.

 

About Touchstorm

Touchstorm (www.touchstorm.com) is a technology-based services company that builds video audiences for the world's largest brands. To accomplish its vision of helping brands and audiences fall in love again, the company grows YouTube channels organically, building engaged audiences for brand channels. Touchstorm uses a suite of software technologies to build these brand audiences at scale, including VideoAmigo™ the Video Marketing Suite powered by the Touchstorm Video Index™ (TVi™). Headquartered in New York City, Touchstorm is an independent, woman-owned company.

 

Topics: YouTube Video Analytics YouTube YouTube for Business

YouTube's AdBlitz: Is Nissan Really the 2015 Super Bowl Ad Campaign Winner?

TSHelmet_800x533

YouTube has officially ended its AdBlitz contest, declaring Nissan’s “With Dad” spot as the Super Bowl ad campaign winner. There’s one hitch (and it’s a big one). Only YouTube viewers who made the effort to vote gave that title to Nissan. What about the millions of viewers who did not vote? That’s where Touchstorm  comes in.

Touchstorm has studied every campaign that aired nationally during the 2015 Super Bowl, and we’ve ranked and rated them on the Metrics that Matter: Views, Subscriber Conversion, Likeability, and Velocity. The Nissan campaign cracked only one of the Metrics that Matter Scoreboards. It landed at #8 in terms of Views. “With Dad” doesn’t even make any other list in the Touchstorm 2015 Super Bowl Scoreboard. It landed at #17 in our overall ranking, #23 in Subscriber Conversion, scored only a 51 in Likeability, and only managed to reach a Velocity peak of 26. You can check out what these metrics mean and how other brands scored here.

Touchstorm’s declared winner of the 2015 Super Bowl ad game was Budweiser with their “Lost Dog” campaign. The ad was more successful as a whole, performing well across all of the Metrics that Matter:

·      It was the most viewed campaign with 36,401,976 views.

·      It ranked second in Subscriber Conversion by adding 7,568 subscribers to its channel through the duration of our study.

·      It placed third in the Likeability metric with a score of 225, meaning it generated a lot more passion with viewers than the other campaigns.

·      When it came to Velocity, “Lost Dog” was very successful, reaching its peak with a score of 34.

So while the select YouTubers who expended the energy to vote chose Nissan’s “With Dad” campaign, the overall winner was clearly Budweiser’s “Lost Dog.”  What's more important –– a popularity vote, or truly understanding how a campaign performed and what that performance means for the brand going forward? Sure, votes are nice, but voters don't necessarily come back to your brand channel, subscribe, or become a fan of your brand. The Metrics that Matter have spoken!

Have any questions or comments? Leave them below! Also, check out the full recap of the Touchstorm 2015 Super Bowl Scoreboard here.

Topics: YouTube Channel Analytics YouTube for Business YouTube Analytics YouTube Ratings

Who Really Won the 2015 Super Bowl?

Touchstorm’s 2015 Super Bowl Scoreboard tracked the ad-related content uploaded to YouTube by brands — before, during, and after the Super Bowl — to accurately assess which brands had the most staying power. Using the Metrics That Matter — Views, Subscriber Conversion, Likeability, and Velocity — we determined which ad campaigns were most successful as a whole. The results are in! So, who was the big winner?

blog

 

Want to know how all of the brands performed on the Touchstorm 2015 Super Bowl Scoreboard? View our complete report here.

Check the Scores!

 

Have something to add to the conversation?
Add your comments below!  

Topics: YouTube Channel Analytics YouTube for Business YouTube Analytics YouTube Video Marketing

Get The Super Bowl Score Before The Big Game!

football_field_blog

Which Brands are Winning the Ad Game on YouTube?

If you’ve gone to YouTube at all lately, you’ve likely noticed the plethora of Super Bowl ads and teasers by the various brands that plan to advertise on game day. Super Bowl commercials have long been a highlight for many, and the sole reason to tune in for others. Over the past few years, brands have experimented with airing teasers or full, official commercials on YouTube – days or even weeks before the big game. Why would they do this?


Building anticipation is the main goal. You want people talking about your brand. Airing ads ahead of time generates hype and increases overall brand recognition.  It’s yet another way for a brand to engage with their audience.


The ads range from sentimental and/or patriotic to ridiculous, funny and out-of-the-box. The point is to be memorable. What better way to remain in viewers’ minds than to be accessible 24/7 on one of the most popular sites in the world? Viewers can pick early favorites and look forward to seeing them again during the actual game. They can tell friends and family to watch for specific ads as well. Now, Super Bowl ads are water cooler topics for weeks instead of a couple of days after the game.


Since last year, Touchstorm has been tracking the ad-related content uploaded to YouTube by these brands — before, during and after the Super Bowl — to accurately assess which brands have the most staying power. Using tracking metrics like Views, Subscriber Conversion , Likeability, and Velocity, we determine which ad campaigns are most successful as a whole. The rankings are updated daily on our Super Bowl Scoreboard, available here: tstrm.li/SBScoreboard


Chatter about online entertainment has been louder than ever this past year. Every trade magazine is discussing YouTube and the important role it plays for brands (not just for the Super Bowl, but for brand equity in general). YouTube star Bethany Mota was a contestant on TV’s Dancing with the Stars. Internet interviewer Grace Helbig is about to begin her own prime-time talk show on E!


What does all this mean? There are more eyeballs on more screens than ever before. So it only makes sense that advertisers would jump at the chance to get those eyeballs on their Super Bowl ads before the game to get the most out of the $150k per second ad buy. How many viewers are watching each ad? Do they click the “like” button? How fast are these ads growing in virality? We’re here to measure all that. On our Scoreboard you have the ability to look at all of the advertisers side by side and truly compare the effectiveness of their campaigns.


So… check the score and see who’s winning the ad game before the game. Coca Cola won the Super Bowl ad game last year with their polarizing ad #AmericaIsBeautiful. While some people disliked the ad or found it offensive, many thought it was a beautiful celebration of America. Most important, it was memorable. Who do you think will be most memorable this year? Let us know in the comments below! Check our scoreboard daily for up-to-date rankings, and look for our recap report in early February when we declare an official winner.

 

Scoreboard_cta
Topics: Video Content Strategy YouTube Video Analytics YouTube for Business YouTube Analytics YouTube Video Marketing

2015 Content Marketing Predictions!

marketing_predictions

How Will Content Be Marketed in the New Year?

Now that the year is drawing to a close, it's time to start thinking about predictions for the New Year! 

We've rounded up our favorite predictions for the marketing industry in 2015:

 

17 Content Marketing Predictions for 2015 - Contently

 

17 Marketing Influencer Predictions for 2015 - News Cred

 

10 Predictions for Content Marketing in 2015 - Mashable

 

2015 Marketing Predictions, Pop Culture Style - Forbes

 

60 Content Marketing Predictions for 2015 - Content Marketing Institute

 

2015 Content Marketing Predictions - Kapost

 

3 Social-Marketing Predictions for 2015 - Entrepreneur

 

Do you agree with these? Do you have any predictions of your own? Leave us a comment below!

Topics: Video Content Strategy YouTube Content Strategy YouTube Video Marketing Content Marketing

New Year Resolutions – For Your YouTube Channel!

NewYearClock

Start the New Year Off Right!

Now that 2014 is coming to a close, it’s time to start reflecting on the past year and making resolutions. If you run a YouTube channel, your goal might/should be how to make it even better in the coming months. If you’ve made the resolution to have a stronger, healthier, more successful channel in 2015, the most important place to start is analyzing how well your channel did this year and where you stand in the rankings of other channels. The best way to do this is to run a free Touchstorm Video Index Channel Report! It gives you your TVi score and tells you how you’ve been performing on the “metrics that matter.” Here’s a recap of what you will find in your channel report:

 

  1. Views

It’s obvious that views are important when it comes to the success of a YouTube channel. But views can tell you a lot more than your general popularity. You’ll also see your View Rank among your competition… This can help inform content strategy… Learn more

 

  1. View Density

View Density is a measure of a channel's health. It’s the ratio of the channel's top 3 most popular video's Views to the channel's Total Views. The lower the percentage, the better. Finding out your View Density can inform you how your content is performing with viewers, and help you create an even more focused content strategy… Learn more

 

3.  Subscribers

This may seem like another obvious one. Everyone wants a million subscribers on their YouTube channel. Your Channel Report will tell you tell you how many subscribers your channel currently has, as well as your rank in subscribers within your category, or conversation. This is a good way to keep up on your competition, or to find potential collaborators... Learn more

 

  1. Subscriber Conversion

Conversion is how successful a channel is at converting viewers to subscribers. The TVi expresses this idea as Subscribers per Million Views, or Subs/MMV. Building audience is different than building views. You should be monitoring how many people view your content, but also how they respond to it… Learn more

 

  1. Likeability

Some videos, channels and topics generate a much higher Like rate than others. For each Topic, Conversation, and Theme in the Touchstorm Video Index, we determine the average Like rate and normalize it to an Index of 100, so that videos and channels in that competitive set can be judged onrelative Likeability. The highest indices indicate very strong Likeability for the content… Learn more

 

  1. Best Channel Practices

“Best channel practices” means many things, but current TVi scoring is primarily concerned with the frequency of video uploading, and whether or not videos have been taken down. The healthiest channels upload content constantly and at a cadence — once a week or even more, and usually on the same day every week…Learn more

 

  1. TVi Score

All of the metrics we have studied so far combine to produce a Touchstorm Video Index Score – TVi score for short. So, what is a TVi score? Touchstorm is categorizing the entire YouTube platform, profiling millions of YouTube channels and has created the Touchstorm Video Index Score -- TVi for short. A TVi score is the single measure of the overall health of a YouTube channel on a scale of one to a thousand… Learn more

 

Here’s to a happy and healthy channel in the New Year!

Topics: YouTube Channel Analytics YouTube YouTube Content Strategy

Which Magazine Publishers Are Dominating YouTube?

Mags

A Closer Look at Magazine Publishers in Our Latest Report

 

In our latest report on Consumer Magazines on YouTube, we study the “metrics that matter” to tell you which magazine channels are winning on YouTube (and which ones aren’t). Roughly 80% of consumer magazines now have YouTube channels. Of the 1,547 channels we studied, publisher groups run 761. That’s 49 percent! So, who are these publisher groups? 

The following list contains the Top 10 Publisher Groups on YouTube, along with their percentage of views within the magazine category, and how many channels they manage.

 

Top 10 Magazine Publisher Groups on YouTube

10. Haymarket – 4% of views (18 channels) 

9. Conde Nast – 5% of views (30 channels)

8. Hearst – 5% of views (32 channels)

7. Bauer – 6% of views (73 channels)

6. Prometheus – 6% of views (3 channels)

5. Time – 7% of views (60 channels)

4. Vice – 8% of views (2 channels)

3. Enthusiast – 11% of views (45 channels)

2. Immediate – 11% of views (31 channels)

1. National Geographic –17% of views (6 channels)

 

So what does this information tell us? For one, you’re not necessarily guaranteed to be more successful just because you manage more channels. Bauer has 70 channels, yet only maintains 6% of views for magazines on YouTube, whereas National Geographic only manages 6 channels and holds 17% of the views.

So it’s not just about how many channels you have. It’s about managing those channels the right way. It’s about upkeep, content regularity, likeability, and providing viewers with engaging content that they’re looking for.

To check out why these magazines rank where they do, check out a sample of the report here: slideshare. You can also download the full report for free at www.tvi.touchstorm.com.

Topics: YouTube Analytics YouTube Content Strategy

Which magazine is the best at attracting loyal fans on YouTube?

HandMouse

Subscriber Conversion = Loyal Fans

In our latest report on Consumer Magazines on YouTube, we study the “metrics that matter” to tell you which magazine channels are winning on YouTube (and which ones aren’t). One of the essential metrics we analyze in the report is Subscriber Conversion.

Conversion is an expression of how many subscribers a channel generates for every million views it gets (Subs per MMV). Conversion is a terrific measure of channel health. High conversion rates mean that viewers like a channel’s content enough to be notified every time something new is uploaded.

So what is a good conversion rate? The average conversion rate on all of YouTube is just under 3,000. The average conversion rate for the magazines studied in our report is 3,314. This means that there are 75 magazines in our study that are performing at least 2.5 times the average on YouTube.

So who are the Top 10 performing magazines by subscriber conversion on YouTube? It might not be what you’d expect!

10. Scale Model Addict (CA) – 17,601
ScaleModelAddict
9. ImagineFX ­(UK) – 18,595
ImagineFX
8. Women’s Health – 20,506
Womens_Health
7. Entrepreneur – 20,554
Entrepreneur
6. Juxtapoz – 20,610
Juxtapoz
5. Foreign Affairs – 22,423
ForeignAffairs
4. Ski Magazine – 22,864
SkiMag
3. McCall's Quick Quilts – 28,123
Quilting
2. Architectural Digest  – 31,745
ArchDigest
1. Runner’s World – 135,768
RunnersWorld

These magazines are making the content that their viewers want to see – yet many of them are still unsuccessful channels. How could this be? You’d have to see where they rank according to the other metrics studied in our report – how do they stack up on views, likeabilty, TVi score, etc? What you find out might surprise you!

Download the full free report here: http://hubs.ly/y0gWcB0

Topics: YouTube Channel Analytics YouTube Content Strategy

Breaking Down the TVi Channel Report: TVi Score

Desk_TVi

What is a TVi score?

We’ve reached the last installation in the Breaking Down the TVi Channel Report series! All of the metrics we have studied so far combine to produce a Touchstorm Video Index Score – TVi score for short.

So, what is a TVi score? Touchstorm is categorizing the entire YouTube platform, profiling millions of YouTube channels and has created the Touchstorm Video Index Score -- TVi for short.

A TVi score is the single measure of the overall health of a YouTube channel on a scale of one to a thousand. It rolls up a myriad of qualitative data points. You can think of it like a FICO score, only for YouTube.   

The TVi Score balances the “metrics that matter” to produce one number that represents the healthiest and best performing YouTube channels. To recap, these key metrics are Views, View Density, Subscribers, Subscriber Conversion, Likeability and Best Channel Practices.

The TVi Score shows how well a YouTube channel is producing engaging content and using it to generate a following. This neutralizes anomalies such as “the-biggest-budget-wins” and one-hit wonders, and recognizes good channel management and audience impact. 

It also enables comparisons between any channel in a “conversation” with others in the same “conversation,” or across the board. This shows brands and channel owners how to compete, and shows advertisers where to put ad dollars. 

Here’s a screenshot from a report we ran on YouTube star Pewdiepie. He’s doing exceptionally well, with a TVi score of 823. 

PewdiepieTVISCORE

 

So how is your channel doing on YouTube? To find out, get your own TVi score at tvi.touchstorm.com.

 

Topics: YouTube Channel Analytics YouTube YouTube Ratings

Breaking Down the TVi Channel Report: Best Channel Practices

BestChannelPractices

Welcome to Part 7 of the Breaking Down the Channel Report Series

We’re breaking down the “metrics that matter” in your customized Channel Report, which you can run at tvi.touchstorm.com. We’ve already talked about Views, View Density, Subscribers, Subscriber Conversion and Likeability. Now let’s take a look at Best Channel Practices – and what that really means.

“Best channel practices” means many things, but current TVi scoring is primarily concerned with the frequency of video uploading, and whether or not videos have been taken down.

The healthiest channels upload content constantly and at a cadence — once a week or even more, and usually on the same day every week.

On the other hand, taking videos down (which can’t always be helped) is damaging to channel health in more ways than one. Not only does YouTube deduct the view counts attributed to those videos, but our testing shows that velocity (a key factor driving the visibility that attracts audience) decreases.

If you look at our Live Ratings, www.tvi.touchstorm.com/liveratings, you can run a real-time report of YouTube channels based on category. Here’s a screenshot of Live Ratings we ran on Vlogs & Rants:

JennaMarblesBCP

YouTube star Jenna Marbles is doing extremely well, and definitely carrying out Best Channel Practices. She has removed 0 videos in the history of her channel. This also means she has never had views subtracted from her total. She also publishes regularly according to a schedule so her subscribers know when to expect content. Content regularity is one of the best ways to strengthen the connection with your subscriber base.

Next week we’ll take a look at how all of these “metrics that matter” roll up into a TVi score, which is the quickest way to determine the health of a YouTube channel.

Topics: YouTube Channel Analytics YouTube