Only 74 of the 5,000 channels with more views on You Tube belong to a brand. That is, 2%, which have achieved their success with the regular publication of content and with an organic growth rather than through viral videos.
This could be broadly summarized the last report Touchstorm has developed with data from early October. The conclusion is that to be among the 5,000 most successful channels on YouTube are needed now at least 43 million views, while in June were 36 million. The major brands that are on top of the ranking far exceed those numbers and carry an average of over 122 million views in its online video channels. While it is true that at least one third of them have paid, investing in pre-roll ads offered by the platform and counts as reproductions from 15 or 30 seconds of viewing.
As the number of subscribers, the average of the 74 brands listed in the top 5000 prepared by Touchstorm amounts to 278,904 subscribers willing to receive all updates to the channel in their inboxes. RedBull gold medal is worn with 2.9 million subscribers to its YouTube channel.
The study does not consider “brand” to the media, television and film producers or major sports brands as the NBA. But in any case, apparently, the success of these has been organically styled base and regularly post videos rather than as an effect of great viral YouTube revolutionizing suddenly and reach an unpredictable success. To get to that statement, Touchstorm is based on a metric of “concentration reproductions”, ie, the percentage of total views which represent the three most widespread video channel. The average for the group of brands is 27.1%.
Percentages below 20% indicate that companies are succeeding thanks to the organic growth of its channels and regular publication of content. The three videos with more views of Google, for example, represent no more than 9.8% of the 754 million total viewership of its main channel. Which means that the weight of success is evenly spread onto multiple videos that the company post quite often. While figures above 70% indicate a more successful caused by some viral videos. Turkish Airlines, Dove or Head & Shoulders are examples, even with ratios above 90%.
YouTube Versus Instagram
The popularity of video as an effective tool to achieve a given target has already caused 73% of companies include it in content strategy (CMI). However, the success they harvest seems very different according to the social network through which they distribute. Against this 2% of brands present among the most popular videos on YouTube, the figures are in Instagram revealed a few days ago by Unruly: 40% of the 1,000 most shared videos have been led by brands, which seem to have found in this platform more favorable for achieving its objectives environment.