2012: The Year that Was
2012 witnessed YouTube’s continued rapid growth as a social marketing channel.
- From 35 hours of videos uploaded every minute as of late 2010, and 48 hours reported in May 2011 to the current 72 hours, YouTube is certainly showing no signs of slowing down.
- The percentage of companies with branded YouTube channels increased from 57% in 2011 to 79% in 2012 (Burson-Marsteller).
- Q3 2012 findings from STRATA showed that 49.9% US agencies used YouTube for clients’ social media campaigns.
- The video sharing site recorded 153.8 million unique visitors in June 2012, second only to Facebook (Compete) and averaged 800 million unique users each month (YouTube).
Today’s YouTube is much more than a search engine or a channel for personal video uploads. From utilizing YouTube to tell brand stories and running UGC campaigns to live streaming events, brands embraced the video-sharing site as a key weapon in their marketing arsenal in 2012. Here’s a recap of some of our favorite YouTube moments from last year:
- The Republican National Committee live streamed the 2012 Convention on YouTube (powered by Thismoment DEC). Over 5 million viewers watched the Convention video that existed on the site for only one week.
- Red Bull Stratos, sponsored by Red Bull Energy Drink, was the most-watched live event on YouTube, with 8 million viewers watching Felix Baumgartner’s 24-mile jump from the edge of outer space.
- Among the most talked-about YouTube ads was the Honda CR-V Super Bowl spot. Based on Matthew Broderick’s character in “Ferris Bueller’s Day Off”, the ad smartly positions the CR-V as a car that helps consumers enjoy life.
From big names in the auto industry like Land Rover and Hyundai to film studios like Relativity Media and Lionsgate, YouTube was among the top social platforms used to launch campaigns, increase visibility and build buzz.
While brands were busy deploying campaigns on YouTube, Google was also hard at work. Towards the end of 2012, Google announced a major redesign. Before we elaborate further, let’s first look at some of the things to keep in mind while designing your brand’s YouTube marketing strategy.
Planning for 2013
- YouTube is Going Pro, and So Should You: YouTube’s VP and Global Head for Content, Robert Kyncl, has big plans for the channel. In a 2012 interview, Kyncl said that YouTube will go “pro” in a concerted bid to compete with TV for screen time. The video giant experimented with niche content channels catering to subjects like education, dance etc.
What does this mean for brands? With YouTube going “pro”, marketers are required to keep up and create more than the traditional 30-second ad. However, as seen in the case of YouTube’s experiment with premium content channels, content alone won’t suffice. Marketers need to create engaging, interactive brand experiences by leveraging this platform to tell their brands’ stories to consumers. Let us look at how this can be done:
- Tell your brand’s story by creating compelling videos specifically tailored to your target audience’s needs. Consumers are likely to abandon videos that are not relevant to them, thus reducing the chance of further engagement with your brand.
- Unlike broadcast media, marketers have to work towards making their YouTube videos findable, ensuring their message is not lost in an overcrowded space. Focus on keyword-rich titles and descriptions.
- Don’t make it outright promotional, consumers get enough of this on broadcast media. Social-savvy consumers appreciate and promotional content that’s subtly disguised in the form of a story and will share this further.
- Customize Your Brand Channel: YouTube is developing channels that are more topically specific and interactive than what viewers are currently able to find through traditional, one-way broadcasting channels, said YouTube head Salar Kamangar. In addition to their original channels push, YouTube is expanding internationally with the launch of country specific channels in Europe. In a space that will undoubtedly be more competitive and crowded than ever before, how will you make your brand stand out? We believe the answer starts with a customized, brand-specific aesthetic and interface.
Thismoment Distributed Engagement Channel (DEC) has enabled several brands across various industries such as travel, automotive, health and entertainment (to name a few) to stand out from the competition by customizing their brand channels. Thismoment’s YouTube capabilities will give you the complete creative freedom to create custom designs to suit your brand’s visual identity, positioning and messaging. Check out Coca-Cola’s YouTube page to know more.
- Live Streaming Events/Campaigns: In 2012, customers like Intel and Coke live streamed events on YouTube, extending their brand experience to millions and transcended geographical boundaries. Based on the popularity of live streaming in 2012, we can expect to see even more in 2013. Savvy brands will target wider audiences by integrating live streaming with their marketing plans, challenging competing brands to lead and not lag.
- YouTube Redesign – Why Change is Good: As mentioned earlier, December 2012 saw Google roll out a whole new look for YouTube. The “cleaner” and “simpler” user-interface, which allows users to easily subscribe to their favorite channels, is currently optional to brand pages. Come 2013, and we can expect to see more brands migrate to the redesigned layout. Therefore, while designing your brand’s YouTube marketing strategy for 2013, it’s important to keep this change is mind and plan accordingly. Check out our previous blog on YouTube’s new look to understand why this change is good, what it means for users and how it will affect your brand.
And Finally…
YouTube’s archival aspect, simplicity of use and popularity with consumers has made it an indispensable tool for brand building and marketing. In 2012, we saw some notable trends, some of which will shape the state of YouTube marketing in 2013. To begin with, live streaming and UGC campaigns on YouTube were widely used to generate visibility and improve engagement. We can expect to see more change–both to the platform and in its utilization by innovative brands. We’re excited to watch and support the brands that will adapt to win in 2013.
- Shama Ahmed
Thismoment
