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. 

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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.

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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. 

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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.

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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.

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

 

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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." 

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 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?

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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

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. 

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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

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

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

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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

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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

Do You Know Who Andrew Shrock Is? This Free Report Proves Why You Should

Just as Michelle Phan and Bethany Mota—each with more than six millions subscribers—redefined video marketing in the beauty category, our latest report shows YouTubers building massive audiences in the outdoor category, such as rising star skateboard master Andrew Schrock. These YouTube stars in the Outdoor Adventure category are ripe for brand marketing.

It’s that time of year when thrill seekers and action sports fans hit the trails and waterways to get their adventure on, and a lot of their inspiration comes from the tricks and motion they see on YouTube. There’s a massive Outdoor Adventure conversation taking place on YouTube, with more than 3,100 channels on the topic, and more than 8 billion video views. Many of these views are going to some of the top YouTube stars in the Outdoor Adventure category. We can introduce you to these new stars in our new report.

We’re excited to share this latest report with you, the Touchstorm Video Index Special Report—Outdoor Activities & Adventure Sports. It gives you insights on channels and categories that you’ve never seen before. We unwrap the brands, retailers, media properties, YouTube personalities and everyday users creating the kinds of exhilarating content audiences are searching for online.

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After diving into the Outdoor Adventure conversation, you’ll see the topics, channels, leaders and trends that will help anyone—particularly brands—succeed on YouTube. It shows where a channel ranks within a given topic, with whom they’re actually competing (it’s likely not who you think), and ideas to take away and learn from others.

And the report is FREE! Wahoo! Here’s a snapshot:

  • Analysis across 3,166 channels in the Outdoor Adventure category conversation.
  • Channel scrutiny and Top 10 rankings across 38 activity topics—from Airsoft and Backpacking, to Skateboarding and White Water Rafting.
  • The first comparative look at the true competition on YouTube—not only in the Sports category generally, but also in Hunting & Fishing or Boating & Sailing specifically.
  • How brands like Red Bull and GoPro might dominate in views, but the most important metrics show the real winners are smaller brands and YouTube personalities.
  • The 80+ YouTube stars building some of the most active audiences. Take note: there is a Michelle Phan of Skateboarding (and AirSoft and Fishing and Frisbee and…)
  • Tricks and motion are the way into the thrill-seeker’s heart, with 8 of the top 10 channels on either Skateboarding or Parkour (it’s okay, we didn’t know what that was either).

There are so many useful insights behind the report that we’ll pull out some and share them with you here. We can help you decide what to do with all of this analysis so you’re rising in the rankings and exciting more fans (and not relying on paid views and subscribers). Contact us if you want help with your channel. We’d love to make you the Michelle Phan of your conversation and topic.

In the meantime, you can find the full report here. Let us know what you think, and enjoy the ride. There’s a lot more to come!

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 What the heck is a TVi Score? Check it out: http://tvi.touchstorm.com/

Topics: YouTube Channel Analytics YouTube YouTube Analytics YouTube Ratings