Video Marketing Blog

Yes, E! News. Those are real people.

On Monday, E! News distributed a listicle titled, “18 Moments from the 2015 Teen Choice Awards That Made Us Feel Super Old" that seriously ticked off a lot of YouTube creators. We couldn't sit idly by and let E! News suffer, so we decided to show them how they can avoid this in the future with VideoAmigo. 

Screen_Shot_2015-08-20_at_9.15.26_AM

The post discussed how, despite the fact that they are on the “good side of 30,” there were several unfamiliar faces and perplexing award categories throughout the show that made the E! News team feel as though they’ve been living under a rock for the last decade. (Like Choice Viner.

According to the post, the number 6 moment that made the E! News crew feel “super old” was simply the fact that they didn’t recognize the names of some of the nominees.

“Eva Gutowski? Lele Pans? Joey Graceffa? Felix Kjellberg? Are those even real people?” They even misspelled the famous Viner’s name, Lele Pons. Ouch.

This did not sit well with the YouTube world, and rightfully so.

Had E! News done a little research, they would know that the names in question are actually some of the most well known YouTube stars out there, and they would have spared themselves from the angry mob waiting at their front door.

Though there’s no use in crying over spilled milk, we want to make sure this doesn’t happen again because, let’s face it -- it’s just painful to witness.

Grab your pens, listen up and take some notes, E! News.

It’s time for: “Yes, Those Are Real People!” brought to you by VideoAmigo. (VideoAmigo from Touchstorm gives brands and creators the data and insights needed to run successful video campaigns.)

Meet Eva Gutowski, or as she’s known in the YouTube world, MyLifeasEvaShe has over 3 million subscribers to her channel.

EVA_Image_1_

Screen_Shot_2015-08-20_at_12.42.33_PM

Her channel sits at the number 7 spot in her category in terms of subscribers.

And Joey Graceffa? He has over 5 million subscribers that he pushes videos out to nearly every single day. 

JOEY_Image_1

Screen_Shot_2015-08-20_at_12.44.07_PM

Okay, E! News...here’s the real kicker -- the point where you really pushed people over the edge.

Felix Kjellberg, aka PewDiePie, aka the king of YouTube.

Screen_Shot_2015-08-20_at_12.45.07_PM

PewDiePie has over 38,726,000 subscribers, and 9,801,225,587 views. (No, that’s not his phone number. That’s almost 10 billion views.)

Our advice to you, E! News? Avoid the angry mobs following the Video Music Awards later this month and get caught up on what channels are performing best in each category using VideoAmigo.

Before we forget –  If, in return, you don’t know who E! News is? Actually, you shouldn’t feel so bad.

Screen_Shot_2015-08-20_at_12.46.10_PM

Their YouTube channel only has 289,536 loyal subscribers even though they’re posting videos nearly every day.

 

Screen_Shot_2015-08-20_at_12.46.56_PM

They currently sit at the number 52 spot in the Pop Culture, Entertainment News conversation in terms of views.

And, ironically enough, their website features several news stories about YouTube stars like Bethany Mota. In July, they even posted a listicle titled “VidCon 101” covering the YouTube stars you should know if you want to be "hip with the kids." 

E_News_Image_3_

 E! News….are you even real?

Topics: YouTube Subscribers YouTube Views YouTube Analytics YouTube Ratings

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

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

Can YouTube Audiences Eclipse Print and Digital for Magazines?

infographic2

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 www.touchstorm.com.

 

 

 

Topics: YouTube Analytics YouTube Content Strategy

Breaking Down the TVi Channel Report: Likeability

Hands

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 tvi.touchstorm.com. 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:

EpicmealtimeLikeability

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: View Density

We’re breaking down the “metrics that matter” in your customized Channel Report, which you can run at tvi.touchstorm.com. 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%.

Fashion_ViewDensity

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 tvi.touchstorm.com 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):

Screen_Shot_2014-10-10_at_11.04.37_AM

 

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.

Screen_Shot_2014-10-10_at_11.03.56_AM

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

The Secret to Winning on YouTube - It's Not Just About Views

By now we all know Red Bull has one of the hottest YouTube channels and knows how to grow an audience, landing more than 826 million video views and 3.6 million subscribers so far. But as our Touchstorm Video Index™ (TVi) has shown over the past year, views are not enough and is not the most important metric for measuring channel success. Now don’t get me wrong, Red Bull is killing it on YouTube, but even they can build a more authentic and rabid fan base if they tweak their strategy even a little bit.

Marketers need numbers to analyze their success, help them set strategy for the next campaign, and compare traction against competitors. YouTube’s API directs marketers toward views and subscribers as a great way to do this, but their view counts include those from both organic views and :15 and :30 pre-roll ad spots, mashing them all together to present one number of measurement. It’s an apples to koala bears comparison, which has always bugged us a bit. And so we’ve done something to clean it up and improve the way marketers view and measure their YouTube presence.

We’ll use our latest Touchstorm Video Index Special Report — Outdoor Activities & Adventure Sports to highlight those brands and channels doing it right vs. doing it with a lot of marketing spend. Here’s a look at the most common measurements vs. those that really matter for brands:

Views are the most common way channels are judged — the more the better, right? Including all nine producer types, Red Bull is the undisputed leader, followed by Discovery Networks, GoPro and DC Shoes, who all master YouTube in views. But… these view numbers include purchased pre-roll — you know, the short ads you’re forced to watch before the one you want. Mixing content apples with advertising koalas (to ride that metaphor to death) makes it difficult to tell who’s generating genuine consumer passion and loyalty vs. those who buy YouTube to gain exposure for their TV spots. Both are excellent uses of YouTube, but view counts in isolation obscure the social media strength of YouTube by hiding what consumers are naturally responding to. This is one of many reasons why it’s important to look beyond views when judging channel health.

Top Five Channels in Views: Red Bull, GoPro, DC Shoes, Original Skateboards, Loaded Longboards

Views

A better measure? Conversion!

Conversion is an expression of how many subscribers a channel is able to generate for every 1,000,000 views. The Outdoor Activities & Adventure Sports conversation achieves significantly higher conversion rates than most others in the TVi. Across all of YouTube, any conversion number over 2,100 is above average. In Outdoor Activities & Adventure Sports, the average conversion rate is 3,715! This means that for every one million views the channels in this report get, 3,715 subscribers are added. While the top five channels based on conversation may not have the massive numbers, their ratio of converting views to subscribers is awesome! Look what happens to the top five when you view through a more relevant lens:

Top Five Channels by Conversion: Krooked Skateboards, Original Skateboards, Grizzly Griptape, Antihero Skateboards, The Bug Out Channel, Odyssey BMX

Conversions

The best measure? TVi Score!

TVi Score measures a YouTube channel’s health in two major areas: 1) how well it manages its channel according to best practices, and 2) the quality of its content strategy. It identifies channel health based on a blend of metrics that matter — Views, Subscribers, Conversion, Positive Passion, View Density, New Content Activity, and more. It weights these key metrics according to their impact for a top score of 1000. The TVi Score neutralizes anomalies such as the biggest-budget wins and one-hit wonders, recognizes good channel management and audience impact, enables comparisons between any channel in a conversation with others in the same conversation (or across the board), shows brands and channel owners how to compete, and shows advertisers where to put ad dollars. Whew! That’s a lot more specific than “Views.” Now look what happens to the list:

Top Five Channels by TVi Score: Metro Skateboarding, Wilderness Outfitters, Adidas Skateboarding, Nike Skateboarding, Loaded Longboards

TVi_Score

Notice that when we went from Views to TVi as the core measurement we see only one consistent brand. Props to Loaded Longboards for keeping those views high, and that fan engagement even higher!

There’s a great opportunity for brands to maintain a strong advertising strategy but then separate their metrics around building authentic connections with audiences by checking their strategies against the TVi Score metrics above.

With this new measurement in place, you can look inside the full report for who’s doing it well and who needs to tighten the strategy reigns a bit. It’s an important exercise for channel managers to go through, as authenticity is the tortoise who will eventually win the race. And we can help you get there.

Topics: YouTube Channel Analytics YouTube Analytics YouTube Ratings