Content Marketing Tips: 3 Qualities That Top Brands in YouTube Share

Though the amount of content available online has grown immensely, the attention spans of audiences have shrunk significantly. In a world of ever decreasing attention spans, how can marketers engage, nurture, and convert more leads? The answer—according to the most up-to-date content marketing news—is branded video content.

According to an article published on the Content Standard by Skyword (@Skyword), branded video views hit 2.9 billion in Q3 2014—the highest figure up until then (data from Visible Measures). Moreover, 70% of marketers say that video converts better than any other medium—a trend that is partially fueled by the rise in smartphone usage and mobile online browsing.

Being the third most popular website in the world, YouTube is a major destination for audiences looking for branded video content. YouTube videos from the top brands, on average, garner around 60% of its views three weeks from launching. Compare this to content posted on other channels, like social networking sites, which tend to “lose their fire” within a few hours or days. According to Google, four of the top ten trending YouTube videos in 2014 were branded videos, and more and more viewers are subscribing to brand channels too, with an average annual increase rate of 47%.

While there’s more to video marketing than YouTube, creating a channel on that platform can add value to your brand in the long run, considering YouTube’s viewership dominance. Listed below are some characteristics top brands in YouTube share:

They focus on interesting topics. YouTube isn’t just a place for 30-second TV commercials, as top brands are becoming more creative on YouTube with the aim of reaching a wider audience. Take for instance, General Electric (@generalelectric). GE does not only produce compelling and in-depth videos featuring its products and services, but also explores thought-provoking scientific topics—like “How Will We Live Forever?” or “How Will Robots Evolve?”.

They share how-to info. Viewership of YouTube how-to videos are up by 70% year-over-year, and top brands are jumping on the bandwagon. For instance, Gillette (@Gillette) provides instructional videos about shaving, including “How to Shave with Sensitive Skin.” Outdoor gear supplier REI (@REI) shares tips, like “Backpacking Tips: How to Pack a Backpack”.

They consistently update content. To build an audience base, savvy brands update their content regularly. A good example is the YouTube sensation Grace Helbig (@gracehelbig) who, after uploading more than a thousand videos since 2008, has garnered more than 2.1 million subscribers. More than half of her viewers are subscribers who look forward to her thrice-a-week uploads.

A good video marketing strategy helps brands create stories that leave a lasting impression on audiences, compelling them to search for more content. Do you have a YouTube channel? How often do you upload marketing videos on your channel? For more content marketing tips, check out Marketing Digest.

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Megan Pearson

Community Manager at Marketing Digest

Megan Pearson is a hard-core online marketing consultant and evangelist. She is also passionate about design and fashion. Being part of Marketing Digest allows her to keep track of developments and innovation in the industry.