Video Marketing Blog

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

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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?

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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

New Year Resolutions – For Your YouTube Channel!

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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 is the best at attracting loyal fans on YouTube?

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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
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7. Entrepreneur – 20,554
Entrepreneur
6. Juxtapoz – 20,610
Juxtapoz
5. Foreign Affairs – 22,423
ForeignAffairs
4. Ski Magazine – 22,864
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3. McCall's Quick Quilts – 28,123
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2. Architectural Digest  – 31,745
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1. Runner’s World – 135,768
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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

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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

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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

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.

 

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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 www.touchstorm.com.

 

Topics: YouTube Channel Analytics YouTube

Breaking Down the TVi Channel Report: Subscribers

Welcome to Part 4 of the Breaking Down the Channel Report Series!

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

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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.

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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: 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, tvi.touchstorm.com, 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

 Metrics

 

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 tvi.touchstorm.com/channelprofiler, 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 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 tvi.touchstorm.com. This is the TVi homepage. Here are three important things that I should point out:

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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 tvi.touchstorm.com/channelprofiler 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:

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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:

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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:

http://tvi.touchstorm.com/channelreport/Macbarbie07

Pretty cool, huh?

3. Click on Topic Report.

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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