Video Marketing Blog

Meet the woman beating Anna Wintour on YouTube


This is Chriselle Lim.

She runs a fashion blog—The Chriselle Factor. She’s a stylist. She’s a style-maker. She’s active on multiple platforms, and she’s now a fixture at the fashion shows.

Chriselle owns the leading women’s fashion channel on YouTube. In fact, her channel was number one in TVi Score (more on that below...), above giant brands like American Vogue, Chanel, Dolce & Gabbana, Dior, and Prada. Her videos ‘stay chic’ with topics such as Fall Basic: Styling your Jeans, Journey of a Dress and My Greece Diary. She shares advice in a grounded, accessible way, and the content is extremely popular.

Check out what she’s doing on her other platforms, as well:

Bigger Than Anna Wintour

Believe it or not, Chriselle has more influence than Anna Wintour (the American Vogue channel) on YouTube. She is owning the conversation and the audience, and here’s why it matters:

As online—especially online video—continues to grow, the fashion vloggers are building a huge advantage over the traditional fashion mags, and even the fashion houses themselves. We’ve seen this happen in beauty already. We’re expecting this trend to continue, upsetting the balance of power and influence in the fashion industry.

As part of our efforts to categorize the entire YouTube platform—profiling millions of YouTube channels on a myriad of qualitative data points—we developed the Touchstorm Video Index™ (TVi™) Score chart. This rating balances the metrics that matter (Views, Subscribers, Conversion, Positive Passion, View Density, New Content Activity, etc.) to produce one number to represent the healthiest and best performing YouTube channels.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. 

In Women's Designer Fashion, the YouTube channel with the highest TVi Score is—guess who—Chriselle Lim. She comes in ahead of Vogue, Chanel and Dior. Chriselle’s TVi score isn’t too surprising given her ranking in views (#4), subscribers (#1) and conversion (#4). The TVi score affirms what we already know about her channel: she’s producing engaging content and using it to generate a following.

So what is it that makes Chriselle’s channel so successful?

Transparency and execution

Chriselle is open, warm and real, and she speaks directly into the camera. Her followers feel welcomed into her life. She recently announced her pregnancy and shared the very emotional story of a previous miscarriage. This transparency builds trust and makes her content inviting, addictive and sometimes truly moving.

Her personality and transparency goes a long way, but Chriselle also perfectly executes the fundamentals of channel management. Her videos are well branded, with great thumbnails. Her topics are relevant and effectively titled. And the content is top-notch—beautifully produced videos with great tips and insights that feature Chriselle well and fit in consistently with her exposure on other platforms.

Fashion is only getting bigger on YouTube. And Chriselle is doing it better than anyone else right now. We’d all do well to learn from her.

Lessons from the Beauty Gurus

If you’d like to read more, check out a landmark study we did a few years ago about emerging YouTube fashion personalities.

Topics: YouTube Channel

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

YouTube for Business: The best social media channel you are not using


YouTube is the most overlooked marketing channel in the entire marketing mix these days.

All of the social media attention is going to Facebook, Twitter and the visual channels like Pinterest and Instagram. All of the digital media attention is going to native advertising and the likes of Buzzfeed and Vice.

There's just one big problem with ignoring YouTube – it is the #2 search engine behind big brother Google. Ignore it at your SEO peril.

The good news is that businesses and brands are starting to wake-up to YouTube. That's why we are starting this series on YouTube for Business. It captures our learnings from helping big brands win on YouTube for the past six years. That's an eternity in YouTube years.

Our plan is to cover the seven key topics that will help anybody get more views, grow their subscribers and build an engaged and valuable audience and business on YouTube. We got our start doing this for sister company Howdini, which we grew into one of the top How-To destinations on the web. Since then, we've started to focus all our attention on building YouTube channels for big brands.

Why should you consider moving your efforts and budgets away from sites like Facebook and over to YouTube? There are a number of reasons. Here are a few of the top ones:

1. Facebook is fickle and expensive.

They make you pay for the priviledge of talking to "your" audience. Oh wait, that's not actually your audience. It is their audience. And that's the dirty little secret of Web 2.0. We are building both the content and the audience for some of the most powerful new media companies on the planet. It's called Digital Sharecropping. And it is a problem for many companies who've invested millions into their Facebook "followings" only to find out they aren't really following. 

The good news is that YouTube is way closer to an audience of your own than any of the other social channels. And on top of this, they have great tools that allow you to actually convert views to subscribers to an audience. And the path is way easier than on the fast flow feed of Facebook. 

2. Twitter is not an's a following.

Speaking of fast flow feeds, Twitter is the king of flow. In fact, their former VP of Media called it just that. Robin Sloan coined the term Stock & Flow and it is a good way to think about content for your business. Flow is real-time, now, topical, in the moment. Post it. And it's gone. No SEO. No tomorrow. Stock is evergreen. It is great for SEO. It is built on your expertise. It is what you are known for. Build it once. It builds your business. Forever.

You need both stock and flow. But for different reasons. Stock is your content. It's where you invest your content dollars. Flow is your distribution. It's where you promote your content. Yes, you should share others' content liberally, but we are talking about you right now.

Twitter is great for growing a following. So, you can promote your content. Yes, I know everyone says, "don't just talk about yourself." You should listen to them in order to build your following. But you should leverage that following to promote your content. Your video content. That lives on your YouTube channel.

Then when people come visit, we'll show you how to convert that view to a subscriber to an audience you really own.

3. Google+ ... who knows?

Google is notoriously fickle about their algorithm. And they just made massive changes to it again. This time eliminating Google Author Rank. What is that? Well, don't worry about it now. Although everyone spent the last six months trying to figure Google Authorship out. Just when we did, Google turned it off.

What we do know is that for now, Google+ seems like it is helping you rank better in your Google search results. If you don't know why that matters, then don't worry. We'll talk about Search, Syndication and Sharing as three discovery strategies for your content. For now, just know that the almighty Google+ has a questionable future.

4. YouTube is an audience of your own ... or it can be.

One important first lesson is this: having lots of views doesn't mean you have an audience. But you knew that. And you also knew that having lots of subscribers does NOT mean you have an audience either.

So, what is an audience then? Simple definition: a group of people who WANT to see your content. Even better if they would pay for it. Although we are going to give it to them for free. We make our money elsewhere.

How to know if you actually have an audience? If 30%+ of your subscribers watch every single one of the videos you post to your channel, then you are on your way. If you are closer to 50%+, then you have an audience. 70%+ is a crazy bunch of fans.

How to get there? We'll get to this. It comes down to thinking and acting like a YouTuber. I know, you just got used to acting like a Publisher. Well, this is related. It's just focused specifically on YouTube.

5. RedBull & GoPro are killing it on YouTube

Yes, you know this. But there are two really important lessons here. Let's look at them very quickly.

GoPro succeeds because it leverages its audience to make its main content. GoPro – just in case you don't know – is the tiny HD video camera that's all the rage with the extreme sports set. They have a built-in group of creators who love making content using the product. It is this crazy circular loop of product demo as content as promotion for the audience themselves which helps sell more product and create more content producers who make more product demos. Yeah, dizzying. And a killer business. How can you learn from this? We'll look at some ways.

RedBull is an entirely different story. They are a soft drink ... and energy drink actually ... and they make a ton of content for YouTube and elsewhere. But it has nothing to do with their product. It has everything to do with their audience. They know them. They know what they love. And they bring them that content. And their audience rewards them with their attention. And their loyalty. There's a reason why RedBull's marketing is a profit center. And they have 60% market share.

6. Other businesses and brands are killing it on YouTube as well

But not as many as should be. Why is this? Because they have not focused on YouTube. They thought it was just a site full of user-generated junk. You know. Cat videos. Stupid human tricks. Etc. Yeah, it is that. But it is so much more. It is the new TV. I'm not the only one saying this. And people aren't just saying it. They are putting serious dollars behind it. Both to create content and the tools and analytics you need to build a great channel.

7. YouTube Creators are brands themselves ... with products!

If you've not heard about Michelle Phan or Bethany Mota, then... well, we'll help you. You really should get out a little more. (sorry)

Michelle Phan started out making how-to beauty videos in her bedroom 6-ish years ago. She's now a beauty guru and cosmetics brand. She signed with Lancome. Launched her own line of products. And boasts 6+ million subscribers. All of her videos get millions of views. Yes, millions. That's like a good cable TV show. It's like a great one. And she makes a new video every week. She's not alone. There's a host of other beauty gurus right behind her. They are eclipsing brands' share of voice on YouTube. 

Bethany Mota also started out making videos about beauty, style, fashion and her life. She's broken out from YouTube alone now. She's a contestant on Dancing With The Stars. Yeah, old media. I know. But a huge validation of her audience pull. And their loyalty. These are real stars. Real brands. Real audiences. And real business. 

YouTube is not UGC garage sales any more. If you've not been there in a while, then you should go there. Like now. Well, first, make sure you subscribe to this blog so you can get all 7 installments of the series sent right to your inbox. What could be more convenient?

We are going to walk through, step-by-step, how to build your business on YouTube. Grow views. Grow subscribers. Grow an audience. Of your own. Stay tuned. And subscribe.

Topics: YouTube Channel