Video Marketing Blog

2015 Content Marketing Predictions!

marketing_predictions

How Will Content Be Marketed in the New Year?

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

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

 

17 Content Marketing Predictions for 2015 - Contently

 

17 Marketing Influencer Predictions for 2015 - News Cred

 

10 Predictions for Content Marketing in 2015 - Mashable

 

2015 Marketing Predictions, Pop Culture Style - Forbes

 

60 Content Marketing Predictions for 2015 - Content Marketing Institute

 

2015 Content Marketing Predictions - Kapost

 

3 Social-Marketing Predictions for 2015 - Entrepreneur

 

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

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

New Year Resolutions – For Your YouTube Channel!

NewYearClock

Start the New Year Off Right!

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

 

  1. Views

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

 

  1. View Density

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

 

3.  Subscribers

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

 

  1. Subscriber Conversion

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

 

  1. Likeability

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

 

  1. Best Channel Practices

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

 

  1. TVi Score

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

 

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

Topics: YouTube Channel Analytics YouTube YouTube Content Strategy

Which Magazine Publishers Are Dominating YouTube?

Mags

A Closer Look at Magazine Publishers in Our Latest Report

 

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

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

 

Top 10 Magazine Publisher Groups on YouTube

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

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

8. Hearst – 5% of views (32 channels)

7. Bauer – 6% of views (73 channels)

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

5. Time – 7% of views (60 channels)

4. Vice – 8% of views (2 channels)

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

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

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

 

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

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

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

Topics: YouTube Analytics YouTube Content Strategy

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

HandMouse

Subscriber Conversion = Loyal Fans

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

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

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

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

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

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

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

Topics: YouTube Channel Analytics YouTube Content Strategy

Condé and Kandee: A Match Made in YouTube Heaven?

Just hours after we released our Special Report on the Consumer Magazine category on YouTube, comes this article from Advertising Age.

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In the article, Ad Age admires Condé Nast’s announcement of a deepening relationship with YouTube stars starting with makeup artist Kandee Johnson. The objective of the deals is of course to reach a younger (millennial) audience and to sell the high-priced ad space that will accompany a handful of new, original series. 

The Ad Age article made us wonder: How does this strategy
fit with what we just learned about Condé Nast in our
Special Report on the Consumer Magazine industry?

If you’re not yet familiar with our latest Special Report, we looked at 1,547 Consumer Magazine pubs on YouTube and discovered that surprisingly few are producing a meaningful audience (defined as 10 million views or more). Using our Touchstorm Video Index™ (TVi), we examined the metrics that matter for each of the 30 Channels in the Condé Nast YouTube universe. The resulting TVi score — a Ratings System, like a FICO or SAT score for YouTube Channels — reveals the overall health of a Channel beyond simply the traditional Views and Subscribers rankings.


Was it smart for Condé Nast to choose someone like Kandee Johnson over a better-known YouTube star (like the #1 most viewed in the makeup category, Michelle Phan, for example)? Would your magazine know how to even start to create a list of who to pursue as a potential partner?


The Touchstorm Video Index confirms that Kandee and Condé fit.
Let’s examine just two of our many metrics that reveal why Kandee is a better choice than Michelle to add value in a growth strategy for Condé Nast.

likeability Likeability
With a Likeability Index of only 106 — meaning that their content is 6% more apt to get a “Like” than the average Consumer Magazine content on YouTube — Condé Nast has plenty of room for improvement. And that’s a perfect way for Kandee to quickly help. Within her topic of makeup, Kandee has a Likeability Index of 175. Her fans actively “Like” her content! In contrast, Michelle’s Likeability score is only 93 — 7% lower than average. (The hidden peril of so many views.)

Condé Nast is smart in partnering with Kandee (and presumably the yet-to-be-announced others) because she quantitatively appears to have a clear understanding of what resonates with her fans. This new video series with Condé Nast will bring her already engaged fans to the new content, increasing their own Likeability Index scores along the way.

conversion Conversion
Another important and unique metric from the TVi shows how successful a channel is at converting its Viewers into Subscribers. Channels that do this well have figured out how to make content that their audience wants and how to market that content to draw a loyal following. Someone who subscribes to a Channel is opting in, essentially. They’re agreeing to accept email messages and accept alterations to their YouTube Home Page, all to see what new content is published. YouTube’s algorithms drive from a number of things that Subscribers impact. So ultimately, the better you Convert, the more Subscribers you have, and the more Subscribers you have, the better your visibility on YouTube becomes. That’s why Conversion is a critical albeit oft-overlooked statistic.

As a whole, Consumer Magazines are performing worse in Conversion than the average for all of YouTube… which is disappointing given that the magazines are professional content producers and most of YouTube is not. And this is a metric that Condé Nast needs even more help in than they do in Likeability. In fact, Condé Nast doesn’t even show up in our top 18 Converters chart of magazine publishing groups. At first glance at Kandee’s conversion ranking, she doesn’t look like the strongest choice, but here is where the evaluation of a partner gets a little tricky… Within her category, Kandee Johnson ranks:

•    #7 in Views
•    #10 in Subscribers
•    #234 in Conversion

That doesn’t sound so great. But then let’s look again at the queen of the category, Michelle Phan:

•    #1 in Views
•    #3 in Subscribers
•    #301 in Conversion

If Conversion is turning Views into Subs, how does that happen to Michelle who ranks higher than Kandee in both? It’s because Michelle has exponentially more times the number of Subscribers and Views than Kandee. That’s why it is so vital to evaluate a potential YouTube star partner on metrics that go deeper than just Views and Subscribers.

It’s time for magazines to live up to their content potential and start looking great on YouTube.  
Those are just two of many ways for magazines to evaluate potential partners on YouTube. We’ve got many more factors to share.

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To study any channel — and potential partner(s) — get a Channel Report with in depth performance metrics and competitive insights.

Are YOU a YouTube star wondering how suitors will evaluate your channel health? Get your TVi Score and your channel’s TVi Score badge to instantly let people know how great you are!

Topics: YouTube YouTube Content Strategy YouTube Video Marketing

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: Subscriber Conversion

DeathtoStock_Desk10

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 tvi.touchstorm.com. 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.

JennaMarbles_SubConversion

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 tvi.touchstorm.com 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!

Desk

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:

CriselleLim

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.

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 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

Deconstructing Honda Stage's YouTube Strategy: How They (Or Any Channel) Can Build An Audience of Their Own

The new Honda Stage YouTube channel has been lauded in the trades lately, with AdWeek previewing it in early June and  Fast Company featuring it in their July article on YouTube CEO Susan Wojcicki.

We took a look at the channel, using Touchstorm’s Voot® software, in order to get a first-hand look at how Honda’s channel is performing. The Wall Street Journal mentioned a couple of the insights we surfaced, but we wanted to share all of what we found, and a few thoughts on how Honda might use this channel to build an audience of their own. Many of these insights and strategies are applicable to any channel – not just a large automotive brand – and you can find data on your own channel using our Touchstorm Video Index

Honda_Stage

Is Honda Stage worth the hype? Why are people talking about it? Let’s take a look at what it is, what’s it’s trying to do, and then put some odds on whether we think it’s going to work.

  • The Honda Stage channel was started recently, June 10. The channel is a near-empty vessel, waiting to receive content that will spew from three Clear Channel music tours that Honda has agreed to sponsor. One of those tours kicks off August 10, so we’ll likely see some action on the channel soon. (Nothing yet, as of this writing.)
  • Since erecting the channel, Honda has uploaded eight videos. The first six went up immediately when they started the channel. A month later, in early July, they uploaded two more. The current content teases the tour(s), and it’s all quite short, all less than two minutes long.
  • The teasers are a mix of band interviews, behind-the-scenes footage, and some performance footage. The bands featured are similar: indie rockers with what we’d call an “anthemic” feel. The bands don’t have huge audiences on YouTube themselves; none of them exceed 50 million views. Grouplove, for example, which has about 28 million views on YouTube, had an iTunes hit a few years back and is still slugging it out… as we all do on that road to the top! American Authors has a very similar sound and has nearly 40 million views on YouTube. It would appear that Honda is trying to catch a rising star with this mix of bands.
  • At this barely-there start-up point, Honda has about 48,000 views and no subscribers. (Hey Honda: whomever put up your channel needs to go back and subscribe, as does everyone at the record company, Clear Channel and Honda!) As for the 48,000 views, it’s not a bad number of views for a new channel. However, the lack of subscribers leads us to believe the views were purchased. Nothing wrong with paid advertising; they need a way to kick this channel off. But now the contest begins.
  • We calculated Positive Passion for the Honda Stage channel. Positive Passion represents the percentage of viewers who click the Like Button. Honda Stage is generating Positive Passion of .53%. That’s about the same as a banner ad, and, interestingly, that’s just a little higher than the Converse channel’s Positive Passion rate; another brand using the Honda Stage strategy. According to the Touchstorm Video Index, that’s very low Positive Passion for a music channel, which means both Converse and Honda have a lot of work to do. When Honda uploads actual tour content, this will be an important figure to watch.
  • So far, Honda has little to no brand integration on this channel. The name of the channel is the only place you see Honda. The main Honda channel does have a playlist featuring the Honda Stage content. Those views will accrue to the Honda Stage channel.

Honda_Thumbnails

So that’s what’s happened so far. Now what? Is this a good strategy for Honda?

  • It is a great strategy, but only if executed right. And that’s exactly where so many sponsorships in general, and YouTube channels specifically, fall flat.
  • Music should be an obvious win. It is such a powerful way to engage and build an audience. That’s why music tours exist – fans love them. A brand sponsoring a music tour is saying to millennials, “we like the things you like, and we help make sure you can enjoy them.” The affection and connection should come part and parcel with the deal. Besides, what else is a car going to talk about on YouTube… its airbags? The right strategy for YouTube is to put up content that isn’t about the brand, but instead aligns with what their consumers care about – no matter what kind of brand you are. So big points on this for Honda.
  • But, to make any of this work, you have to execute… really well. Starting with the concert tour! We shouldn’t judge Honda’s YouTube channel as if it’s something unto its own. It’s part of a much bigger sponsorship where Honda will surely get other benefits. We can all hear in our heads the live radio remotes that will offer free concert tickets for “comin’ on down for a test drive.” We can visualize the Hondas on display as we make our way from the ticket gate to our seat. These tours will surely have all that, plus signage and media, and for the Honda marketers they’ll have their fair share of standing in stifling tents plucking jumbo shrimp from bowls of melted ice while wearing matching t-shirts and name tags.
  • The concert sponsorship formula is written, but not on YouTube. At least, not by the brands. YouTube is the vehicle that will make sure this concert sponsorship gets noticed by the heavier half of people who will never attend the local concert or notice the local media. There’s an adage in the sponsorship world that says, “for every dollar you spend on a sponsorship, you need another dollar to activate your sponsorship.” Rarely do sponsors achieve that 1-to-1 ratio, but now, when you can rely on YouTube to really crank up the marketing heat, brands need the extra dollar more than ever. Executing on YouTube isn’t about posting and praying. That’s how you lose.
  • Let’s look at and learn from others who have gone before. There’s a long list of brands to go before Honda, sponsoring a music tour and building a YouTube channel around it. But let’s take note of Converse’s concert tour-focused channel. Converse competes with DC Shoes. DC Shoes’ YouTube channel is more than 22x the size of Converse. DC Shoes features skateboarding content; Converse features music. Is skateboarding content more popular than music? No, music is far more popular on YouTube. So what’s the difference? Execution. How about Mountain Dew’s “Green Label Sound” YouTube channel? Mountain Dew competes with Monster Energy drink. Monster’s YouTube channel is 5x the size of Mountain Dew. Monster features various adventure sports; Mountain Dew features music. Are adventure sports more popular than music on YouTube? Not even close. So what’s the difference? Execution.
  • The most popular music publication is Billboard. It has more than 404 million views. Converse has 15 million views. Mountain Dew has 14 million views. Honda may not care to think of Billboard as a competitor, but Billboard shows what’s possible for concert and music-related footage because their execution is spot on.

 

The bottom line: Here’s what must happen for us all to be lauding Honda Stage one year from now as a marketing success vs. the pre-launch hype-ster it is now:

  1. Honda Stage needs to market its channel. “Market” is not synonymous with “buy pre-roll” for it.” What we mean is act like a YouTuber if you want to get the results YouTubers are getting. Act like a publisher. Care about growing a YouTube audience. YouTube Audience Development is an entire discipline that many marketers haven’t yet figured out exists, but that’s where the organic views come from. Will there be a place for paid advertising on YouTube? Absolutely. But if Honda wants its advertising spend to be efficient, pre-roll is the follow-on tactic, not the lead horse.
  1. Honda needs to create truly original content from these tours. YouTube is overrun with music content, particularly when it comes to bands that strum in this part of the musical stratosphere. There are hundreds if not thousands of those middlin’ indie bands, all with their own channels, all with fan sites, some with VEVO channels (signed artists), all being covered by the music press. Because video content is free promotion for the band, when fans steal it for their own channel, record labels have a spotty record of protecting their content rights. Therefore, when it comes to band interviews, band footage, and even pirated non-VEVO music videos, they are everywhere you look on YouTube. This means it’s going to be very important for Honda to create truly original content from these tours. Backstage interviews and behind-the-scenes stuff of almost-famous people only goes so far.
  1. Honda also needs to take the promotional assets that come with the concert tour and use them to drive organic views on YouTube. Do ticket giveaways, for example, and advertise those giveaways through the copy block on TrueView InSearch/InDisplay ads.
  1. Last and hardly least, Honda needs to market the Honda Stage channel through excellent YouTube playbook practices. This includes cross partnerships, proper content cadence, tight ties to Facebook, content distribution, and all that other good stuff. Running this channel is serious business, particularly given all the money that’s being put into these sponsorships and media. Let’s hope it’s being run by a YouTube pro – after all, we’ll know because the data will tell us.
Topics: YouTube Channel Analytics YouTube Content Strategy