Brands on YouTube increased spend by 60%

by: Lucinda Southern on 22 July 2015

YouTube research shows investment is growing globally, in tandem with growth in brand video viewership

According to YouTube trends data, four of the top ten trending videos on all of YouTube in 2014 were created by brands.

With this in mind, and to celebrate the platform's 10th birthday, YouTube has partnered with Pixability to analyse the viewing trends of the top 100 brands as defined by Interbrand’s Best Global Brands study.

The report found that globally investment in YouTube is growing. The average spend of the top 100 video advertisers, as defined by media spend, is up 60%, and the number of advertisers investing in video ads is up 40% year over year. Here are some more key statistics the report found:

·         Number of advertisers investing in video ads up 40% from 2014

·         10% of the videos posted to YouTube in the last year were over 10 minutes in length

·         Views of branded content of the top 100 brands have nearly doubled in the last 12 months

·         Brand channel subscriptions are up 47% year over year

·         Interbrand Top 100 brands are collectively uploading a video to YouTube every 18.5 minutes, and have an average of 2.4 channels

Brands mimic YouTube Stars

YouTube channels are dominated by its Vloggers, stars posting regular updates to their millions of subscribers. Holding the top spot as the most subscribed user is PewDiePie with 36 million fans tuning in to watch his narrative on video games. He's held on to the top spot since December 2013.

By contrast the most subscribed brand, with a paltry 4.35 million subscribers, is RedBull. Marketers, ever keen to wield some of the influence these new types of celebrities have over young audiences, know YouTube stars are writing the rule books and are mimicking their strategies by posting content, understanding that people keep on coming back for more when the voice is consistent and authentic.

Coca-Cola, clocking just over 500,000 subscribers, is using YouTube as a key relationship-driving platform. “We love the opportunity YouTube gives Coca-Cola to interact, build relationships and share stories that are authentic and relevant to the brand,” said Chris Bigda, Director, Connections Planning & Investment, Coca-Cola North America. “We are seeing continued success on the platform, uploading higher quality content and achieving better results for it. We are really proud to be part of the YouTube community and excited by the partnership.”

Reaching new demographics

New and younger demographics is part of the appeal of the YouTube platform for many brands. Many YouTube users will be too young to drive, but Toyota’s approach is to engage people into long-term awareness early.

“The benefit of a diverse platform like YouTube is they have an unparalleled ability to reach a variety of demographics,” says Dionne Colvin-Lovely, Director, Traditional & New Media, Toyota Motor Sales, U.S.A. “That aligns very well with Toyota’s diverse consumer and product lineup. YouTube allows our brand’s message to break through in an impactful way, and it offers great metrics to see if the content is resonating with the intended audience.” Toyota USA’s channel has over 91,000 subscribers.

Wayfair, the home furnishings retailer with 6,000 subscribers, is using YouTube to experiment with new content and reach untapped demographics: “we're reaching new audiences for our portfolio of brands,” said Ben Young, Media Manager- Wayfair TV and Video. “Despite our success to date, it feels like we’ve only just scratched the surface with the YouTube platform.” 

Brands still have some way to go in learning what makes the optimum content for their audience on this platform, but the direction will be closely linked to business objective. While aping the successful YouTubers of today won’t sell Toyota more cars, it’s a solid step towards creating a more authentic and engaging tone of content marketing.