Video Marketing Blog

Kristin Forte

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We Studied Consumer Magazines on YouTube... The Insights Might Surprise You

Last week we released our Touchstorm Special Report on Consumer Magazines on YouTube. While it produced a multitude of insights on the Magazine Industry and their status on YouTube, one thing was glaringly obvious…

Only a handful of magazines are succeeding on YouTube! We studied 1,547 magazines and fewer than 8% produce a meaningful audience of 10 million viewers or more.



This slideshare is a preview of our Magazine Report. In the full report, you’ll see who is winning on YouTube, who can do better, and what they can do to get there. Download the full report here.

YouTube is an untapped or underutilized resource by many magazines, and it’s often neglected as one of the most effective forms of social media. As a magazine publisher, they have a distinct advantage over other YouTube channels. They already have credibility as an expert, and brand recognition, yet they don’t have to push a specific product. 

So, who is doing well?

National Geographic is winning the magazine game on YouTube as far as views are concerned, with over 1 billion. They also are #3 by TVi score. They’re an established brand with universal appeal – because everyone loves animals, especially on YouTube. People might not subscribe to Nat Geo’s print magazine, but most everyone will click on a link that says “Cobra vs. Mongoose” (69 million views).

There’s never been a better time to connect with viewers – whether they are print subscribers or not. On YouTube, a publisher is able to cast a much wider net – and experiment with their content in a way they’ve never been able to before. It’s a great place to branch out a bit and reach people who might never have seen their content otherwise.

For more information, visit


Topics: YouTube Channel Analytics YouTube

Can YouTube Audiences Eclipse Print and Digital for Magazines?


Where publishers stand on YouTube

We just released our comprehensive Special YouTube Report on Consumer Magazines. The report, which pulls its data from the Touchstorm Video Index™, offers some telling insights about the industry and how it’s faring in the digital age. 

It’s no longer enough to publish an excellent magazine and ship it out to a devoted subscriber base every month. While print subscribers are still important to consumer magazines, a new kind of subscriber matters more than ever: the YouTube subscriber.

Despite the importance of YouTube, the majority of magazines have not focused on this channel. They’ve focused their efforts on app building, or upping their social media efforts – neglecting the crucial fact that YouTube is social media, possibly the most important outlet of them all.

And it’s not just the editorial side of the business that can benefit from YouTube. The video platform attracts more ad dollars every year. Yet, within the Magazine Industry, YouTube is untapped by most of the publishers in the report. It’s a revenue source and an audience-building tool just sitting there waiting to be tapped.

Publishers have an advantage on YouTube that other channels do not, because they are widely considered to be experts within their respective topics. They are trusted voices, there to entertain and inform, not to push products. This also leads people back to a magazine’s owned and operated properties organically.

The amount of potential eyeballs on YouTube is staggering – there are more than 1 billion unique viewers on YouTube each month. It’s the perfect space for magazines to reach viewers outside of its narrow target usually reserved for print subscribers. 

So, who is getting it right on YouTube?

In our report, we compare three audiences: Paid Circulation, Total Monthly Web Visits, and Monthly YouTube views:

  • Of the 1,547 magazines studied, they found that a mere 6% were able to achieve more views on their YouTube channels than their website visits and their paid circulation from January to June 2014 combined.
  • Though 92 channels out of 1,547 is a low number, it highlights the potential that YouTube offers.
  • Some of the magazines with robust, successful channels on YouTube include MotorTrend, National Geographic, and Seventeen.
  • Only 8% of the magazines studied in our report show evidence of putting any effort into their YouTube channels.

This isn’t limited to the Magazine Industry either. If any YouTube channels look to the 8% mentioned above as a guide, they will see that regular channel maintenance and video uploads can help them to create a bigger asset than those they sell.

Generating views and revenue dollars in the digital age is not as complicated as it seems… as long as you do it right.

For more information on the Touchstorm Video Index Special Report, check out




Topics: YouTube Analytics YouTube Content Strategy

Breaking Down the TVi Channel Report: Likeability


How Does the Channel Report Study Likeability?

We’re breaking down the “metrics that matter” in your customized Channel Report, which you can run at We’ve already talked about Views, View Density, Subscribers and Subscriber Conversion. Now let’s talk about how successful a channel is at making a connection with their viewer - Likeability.

A channel’s audience provides valuable feedback. When a viewer likes a video, they press the Like button (duh). What is the average rate of “liking” on YouTube? Surprisingly, it typically runs less than one-half of one percent.

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 on relative Likeability. The highest indices indicate very strong Likeability for the content.

This is important because the Channel Report lets you see how you stack up in Likeability against your competition and the best performers in your category – not the entire YouTube universe.

Let’s take a look at a Channel Report we ran on fan-favorite Epic Meal Time:


The Like rating for epicmealtime is high and the Dislike rating is average. That means epicmealtime is generating greater than average positive engagement and average negative engagement with viewers.

In an effort to serve up the content that people are most interested in, YouTube's algorithms prize engagement. Therefore, videos have a much better chance of being featured as a Suggested Video offering when their engagement scores are higher. (Especially when you combine high engagement scores with high view counts and fast view velocity.)

If your Like and Dislike indices are both close to 100, then your channel is displaying patterns typical of the category norm. The more to the extremes you are, the more you are generating extreme emotions from those who watch your videos.

This statistic is an amalgam of all the videos in your library. It can really help you get a better handle on how viewers are responding your content in relation to those making similar videos.

Next time we’ll talk about Best Channel Practices – what it means and how it can help you understand the health of your YouTube channel.

Topics: YouTube Analytics

Breaking Down the TVi Channel Report: Subscriber Conversion


Welcome to Part 5 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 We’ve already talked about Views, View Density and Subscribers. Now let’s take a look at a real marker of a successful YouTube channel – 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. The goal isn’t only to inform or entertain viewers, but to keep them coming back for more. You should be monitoring how many people view your content, but also how they respond to it.

Conversion is something the YouTube Stars have mastered – their Conversion Rates are almost always the highest in any analysis. Let’s take a look at vlogger Jenna Marbles. Her channel is performing really well. Not only is she #1 in her category for Views and Subscribers, but she’s also #3 in the Top Performing Channels by Subscribers per MM Views. The average Subs/MMV in her category is 4,592 while Jenna’s average is an impressive 8,937.


The channels that are succeeding in Subscriber Conversion have figured out how to make the content their audience wants, and how to market that content to draw a loyal following. Once a channel is doing really well and starts to pick up steam, it’s hard to slow it down. 

What’s your Conversion Rate? Head over to to find out. See how many people are subscribing to your content per million views. Your conversion rate can help you decide whether or not it’s time to tweak your content strategy. 

Join us next time when we look at Likeability, or viewers’ passion for your content.

Topics: YouTube YouTube Subscribers YouTube Content Strategy

Breaking Down the TVi Channel Report: Subscribers

Welcome to Part 4 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 So far we’ve covered Views and View Density. Now let’s take a look at Subscribers and what they mean to the health of a channel.

Everyone knows subscribers are important. Just try to find a YouTube vlogger that doesn’t end their video with “Please subscribe.” Subscribing says that a viewer cares about a YouTube Creator’s content enough to commit. Subscribers are not just people who stumble across your content; they are your audience by choice. A subscriber is someone who likes what you have to say and wants to hear more. 

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. You’ll see a graph that shows you how you stack up against the average amount of subscribers for the Top 10 channels in your category, and the average amount of subscribers for your entire category. Here’s a screenshot from a report we ran on fashion guru Chriselle Lim:


Another graph displays the Top 30 channels in your category with an individual breakdown of their subscriber counts, like this screenshot from a report we ran on makeup guru Michelle Phan.


You can also see your rank in subscribers out of every channel that has been profiled in the Touchstorm Video Index so far. If your channel hasn’t been profiled yet, what are you waiting for? Join the YouTube Genome Project! You’ll get all of these insights and much more. 

How many subscribers you have is key to your channel’s success. But once you understand Subscriber Conversion rates, you’ll be even better equipped to figure out how viewers are responding to your content. We’ll delve into what Subscriber Conversion means in the next installment, so stay tuned!

Topics: YouTube Channel Analytics YouTube Subscribers YouTube Content Strategy

Breaking Down the TVi Channel Report: View Density

We’re breaking down the “metrics that matter” in your customized Channel Report, which you can run at Last week we looked at views and what they mean for the health of a channel. You can devise an even more successful content strategy when you understand View Density and why it’s a true measure of success for a channel’s content. 

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. Higher percentages indicate that only a few viral hits were the main drivers to a channels success, whereas lower percentages show a consistent content strategy that performs well across all content. 

Below is a screenshot from a Channel Report on YouTube fashion guru Chriselle Lim. It’s a graph representing the Top 30 channels with the best View Density within the Fashion, Style, Apparel category. Chriselle is doing really well – Her channel has a View Density of 5.86%, while the average channel has a View Density of 59.58%.


When channels have 70% or more of their views coming from their Top 3 videos, it’s usually due to one of two things:

  1.     The channel had a few “one-hit-wonders,” which it hasn’t been able to replicate.
  2.     It’s a brand that focused ad budgets on very few pieces of content. 

Two channels can have the same cumulative views, but the one with views evenly distributed across the channel vs. 2-3 viral hits has better View Density and is the mark of a stronger channel.

What’s your View Density? Checking it out will help you decide what type of your content is most popular. Find out what works, and run with it! As far as competition or potential collaborators go, be on the lookout for other YouTube Creators with low percentages.

In the next installment we’ll take a look at Subscribers and how they matter to you and your channel. 

Topics: YouTube Views YouTube Analytics YouTube Content Strategy

Breaking Down the TVi Channel Report: Views

Now that you’ve gone to and ran a customized Channel Report on your YouTube channel, you’ll want to know how to make sense of it! We’ve broken it down into “metrics that matter.”  The first is the most obvious – Views! 

As everyone knows, views are the easiest way to see if your YouTube channel is getting attention. It’s also the most common way people determine if your channel is a success or not. But there’s much more to it than that. In the following blogs we’ll delve deeper into the other metrics and see how they all work together.

But for now, let’s concentrate on the views.

The Channel Report will show you how many total views your channel has, the average amount of views for the top 10 channels in your category, and the average views for your entire topic. Here’s a screenshot of a Channel Report we ran for YouTube star Bethany Mota (macbarbie07):



You can see how many views you or others in your topic area have by simply going to their YouTube channel, but here in the Channel Report we’ve compiled all of the relevant view counts into simple charts that show you the entire landscape at once.

So, aside from your view counts, you’ll also get your View Rank. You can see where you stack up against all of the channels that have been profiled by the YouTube Genome Project so far.

You’ll also see a graph that shows you the view counts for the top 30 channels in your topic area – it’s a great way to find out who your real competition is, or to find future collaborators. The screenshot below is from a Channel Report we ran on bacon sensation EpicMealTime.


When you know who's winning in your topic, you can study what they're doing.

Who is producing this top content? How are they marketing their content? What type of content is successful within this category?

Views can actually help you devise the right strategy for you to win big on YouTube.

Next week we’ll talk about View Density – What it means and how it can help you understand more about the health of your channel.

Topics: YouTube Views YouTube Analytics

Breaking Down the TVi Channel Report: A New Series!

Welcome, YouTube creators, to a comprehensive 8-part series on how to get your Touchstorm Video Index Channel Report, how to understand the "metrics that matter," and how to utilize them.

On the homepage of the Touchstorm Video Index,, one of your options is to “Study a channel.”

After typing in a channel name and clicking the “Channel Report” button you’ll get a customized 40-page report with in-depth data and analytics on your channel of choice. To get data on your own channel, log in with the same Google+ account that you use to manage your channel.

The report provides a deep analysis on the health of your YouTube channel, focusing on the 7 “metrics that matter.” These metrics include:

Views, Subscribers, View Density, Subscriber Conversion, Likeability, Best Channel Practices, TVi Score



Over the course of the next seven weeks, this series for YouTube creators will unpack the Channel Report on a metric-by-metric basis to help you get the most out of your report.

If you look up your channel and see it hasn’t been profiled yet, don’t panic. It’s very easy to go in there and do it yourself! The TVi is built on the back of the YouTube Genome Project, our project to classify all 10 million YouTube channels into 3,000 topics, 100 conversations and 11 Themes. This takes a lot of time, so we’re asking for your help. It’s yet another way for you to get involved in the YouTube community. “We’re all in this together,” “Rome wasn’t built in a day,” “It takes a village…” you get the point.

Simply go to, log in with your Google+ account and select the Theme, Category, and Topic that you feel best encapsulates your channel. Answer the prompts on the page and you’ll be entered in the system. If you log in and see something is incorrectly profiled regarding your channel, simply change it and save it.

If your channel is profiled but your category or topic hasn’t been profiled yet, you can take matters into your own hands and enter channels you think are related to yours. The more channels you profile, the more data you’ll be able to view – this will allow you to draw new insights, see who your real competition is, and possibly find other YouTubers to collaborate with.

Once you run your Channel Report, you’ll see the page populate with colorful graphs, charts and other statistics. We made the report easy to navigate, with little “i” icons to help you out if you need further explanation on anything. 

For a more comprehensive handle on the report and all of the insights it has to offer, stay tuned every Friday to learn more about the Channel Report metrics and how to make your channel soar on YouTube.

Topics: YouTube Channel Analytics YouTube

How To Attract Attention To Your YouTube Channel


You spend a lot of time working on your YouTube channel. Thinking about how to get subscribers. How to promote your YouTube channel. This is not a hobby for you. This is YouTube for business. Your business.

You are a YouTube Creator. That's your identity and your passion. You want to get more subscribers. You want to get more views. You care about your audience. You care about your content. You work hard on the details. But you feel like you are stuck in the middle of the pack.

What can you do to draw attention to your YouTube Channel?

YouTube has more than 10 million channels. They categorized these into only 20 different categories. That means you have 500,000 competitors for your category. But you know you don't compete with everyone that is in your category. That guy talking about aliens? The cute cat channel? You guys are not looking for the same audience.

So, how to distinguish yourself from the rest?

We had this same problem. Our sister company, Howdini, needed a way to distinguish itself. So, we created the Touchstorm Video Index to help provide analytics to prove how well we managed this channel. Then we created the TVi Score to show this to the world easily. Finally, we started the YouTube Genome Project to classify all 10 million channels into 2500 categories instead of just 20.

How did the Touchstorm Video Index help us — and can help you — stand out?

By sharing your TVi Score and your ranking within your topic area, you can show the world how well you are ranking within your particular topic. And you can know if you are doing the right things to grow your channel, your audience and your influence. TVi measures a channel on best practices in channel management. Both from a YouTube Playbook perspective and from our own years of experience managing YouTube Channels.

And we wrap it all up into a nice little badge that you can display on your YouTube Channel.


How to display your TVI Badge

To get started, navigate over to the TVi. You will see this screen come up.


Step 1. Click on the Get Badge section. 

That will bring you to the Badge Home Page.


You can see a sample badge in the top left. Below that you will see an example of where you can put your Badge on your YouTube Channel. This is ERB's page – just for an example.

Why would you want to show your TVi Badge on your YouTube Channel?

Because when people click on the link, they will be taken to this page. This is your public-facing badge page where the world can see how well you are ranking. And see how your channel is growing over time.

Why does your TVi Badge Page matter?

Because if you and five other channels all have a similar number of views and subscribers, then no one can tell who is the best channel. Brands looking for YouTube Creators to partner with cannot distinguish easily. But they can with TVi Scores on your badge. This is your way to show the world how well you are managing your channel and growing your audience.

Step 2. Click on the Sign In With Google+ button.

  • This will take you to a G+ sign-in
  • Follow the prompts
  • Point to the right account
  • Point to the right YouTube channel
  • Select it and you will get to your Badge Page

Step 3. Get your Badge Page.


This is your private badge page where you have the option to do four different things:

  • See your score (kind of a duh, but can)
  • Get the link to post on your YouTube Channel
  • Get the embed code to post your badge on your website
  • Sign up to get an email update about your score each month

Let's take a detailed look at these last three.

Three Ways To Promote Your YouTube Channel Using Your TVi Badge

There are three ways that you can use the TVi to promote how well you are managing your channel and building your audience. They are...

  1. Put it on your YouTube Channel About page
  2. Put it in the Channel Art of your YouTube Channel
  3. Post it on your website

Let's take a look step-by-step how to get your TVi Badge working to help your promote your YouTube channel.

1.   Putting your TVi Badge in your About Page


Step 1. You will need to get the link to your badge. Highlight and copy it from your private TVi Badge Page. Make sure the YouTube button is selected. Otherwise, you will be copying embed code for your website. 

Step 2. Log in to your YouTube Channel. 

Step 3. Click on the About section of your channel.

Step 4. Click on the links section. If you are logged in, then this section will highlight and show the editing pencil icon. If you don't see this, then you might not be logged in — or you are in the wrong place.

Step 5. Click +Add in the Custom Link section.

Step 6. Type in a Link Title: Touchstorm Video Index Badge.

Step 7. Paste in the URL you copied into the URL box.

Step 8. Click done and then test it out.

 2.  Putting your TVi Badge in your Channel Art

Steps 1-5. Do them just like above, but then there's one other thing you have to check out.

Step 5a. Make sure you have Overlay first # custom links on channel art selected at a number high enough to include the TVi Badge. So if you have 4 custom links and you add a 5th as the TVi Badge, then you will need to make sure you have 5 custom links showing on the channel art.

Steps 6-8. Same as above.

Now a badge icon will show up as an overlay on your channel art, and will link people to your Public Badge Page. Cool, huh? Now the world can see how awesome you are right from your Channel.

 3. Posting your TVi Badge on your Personal Website


Step 1. Click the Website button on your personal Badge Page. The YouTube button is the default. So, make sure that the Website button is depressed — it should be blue. (get it? blue...depressed? sorry...)

Step 2. Choose the month, year and category. This will change the look of your badge, so make sure it is representing the right category level you want. It is probably the one on the bottom, the topic, instead of the top (theme) or middle (conversation) option. The topic is where your real peer set is living.

Step 3. Wait for the embed code to appear.


Step 3a. Sign up for email reminders while you wait. Just enter your email address (it is totally safe with us) and click Remind Me.


Step 4. Copy your embed code and paste into your site. If you don't know how to do that, then talk to your webmaster or a buddy or Google it. 


There you have it. Your TVi Badge is now telling the world how amazing you really are.


(Photo from Flickr user Dayna Mason, Creative Commons Attribution)



Topics: YouTube Channel

How to use the TVi (and what the #@$% is it?)

Touchstorm Video Index – or TVi for short – is like the Nielsen of YouTube. It rates and ranks channels into 3,000 unique topic areas and then monitors and measures everything. It’ll give you a whole new view on YouTube. 

We’ve created this simple tutorial to walk you through it all. You’ll learn how you can:

  • See how your channel is really performing
  • Discover who your real competition is
  • Find new people to collaborate with on videos
  • Get your channel’s TVi Score (like a FICO Score, only for YouTube)
  • Join our YouTube Genome Project
  • Get the insights you need to grow your channel

…and so much more. If it sounds too good to be true, it usually is. Except this time. Promise.

First, log on to This is the TVi homepage. Here are three important things that I should point out:


There’s one caveat to all of this that I need to address right up front. 

There are 10 million channels on YouTube, but only 20 searchable categories on YouTube. That means each of you have 500,000 channels you are competing against, which is a lot.

We thought so too. So we decided to do something about it. But we really, really, reeeeallly need your help.


Join the YouTube Genome Project.

What is the YouTube Genome Project? It’s our project to classify all 10 million channels into 3,000 Topics, 100 Conversations and 11 Themes --- plus we’re adding all kinds of metadata to that. It’s easy to profile your channel and it only takes about 30 seconds. Doing this gets you access to the world of data and insights you need to make your channel rock.

We’ve already profiled tens of thousands of channels ourselves, and we profile more and more every day. But 10 million is a lot for our team, so we’re asking for your help.

Go to and follow the steps there. The easiest way is to sign-in with the Google+ account that you use to manage your channel.

Then simply answer the prompts on the page. And voila! You are in the system.

If you get in there and see that something is incorrectly profiled, then just change it and save it. It’s that easy.

Let’s quickly walk through what you can do at the TVi… 

1. Click on Get Badge.
It takes you to this page:


To get your own unique badge and badge page, you just need to sign in with Google using your G+ account that you use to manage your channel. It's as simple as that. When you sign in, you will be taken to this page:


2. Click on Channel Report.
This lets you get a report on ANY channel you choose. Simply follow the instructions on screen and you will get your customized report. To get your own report, sign in with Google.

The YouTube Genome Project (YGP) isn’t finished, so some topics and conversations have not been fully profiled. This means that all of the channels are not in the database. Without the YGP database completed, the TVi has nothing to rank.

This is why we need you and all your YT Creator peers to profile their channels. So if your channel hasn’t been profiled, go enter it in the system!

If your topic area hasn’t been profiled either, you can enter the channels that you think are in your area. Then you can see all of the topic data.

The channel report tells you details about key metrics for your channel. It’s NOT just about views and subscribers—we provide a deep level of insight on seven different “metrics that matter” by running our proprietary algorithms built to measure best channel practices.

This means you’ll see where you’re doing well, where you can improve, and get some ideas on how to do it.

Here’s a sample report for you to peruse. It’s YouTube star Bethany Mota’s. Check it out:

Pretty cool, huh?

3. Click on Topic Report.


I mentioned before that this is our Live Ratings. 

What you see is the entire structure of the YGP. The three columns are the 11 Themes, 100+ Conversations, and the nearly 3,000 topics. If something is grey and italicized, then the YGP hasn’t profiled it yet.

If you want to see a really cool example, then click on the following:

Welcome Home > Food & Wine > Wine

Now, click Generate Report. See anything interesting there? Social media guru Gary V is getting clobbered by BrownBagWineTasting. Surprising, huh?

Spend some time looking around at everything. You can click on those little “i” icons to get more info about elements on the site or in the reports.


Sign up to get emails about your channel, your scores, and other channels you want to follow. It’s free for now, so share it with your friends. And be sure to get everyone in on thisYouTube Genome Project. The more of us that use it, the better it gets.

And finally, as always…

Let us know what you think in the comments below. Ask questions, share ideas for making it better, etc. We made the TVi with you in mind, so share away.

Topics: YouTube Channel Analytics YouTube YouTube Ratings