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YouTube Marketing Report
Inside the Touchstorm Video Index:
Categorizing YouTube for Major Brands
powered by
www.touchstor...
Touchstorm Video Index/ Powered by
Touchstorm is categorizing the entire YouTube platform, profiling
millions of YouTube c...
Touchstorm Video Index/ Powered by
Winning on YouTube starts with knowing your competition.
But, who’s the competition?
Sh...
Touchstorm Video Index/ Powered by
The Touchstorm Video Index divides the world of YouTube into…
11 Themes…………………………………………...
Touchstorm Video Index/ Powered by
All that topical data lives in a big data engine and software
interface we call Voot®, ...
Touchstorm Video Index/ Powered by
What is The TVi Score?
www.touchstorm.com 6
The TVi Score* shows how well a YouTube cha...
Touchstorm Video Index/ Powered by
OF THE CHANNELS USE ENGLISH AS THE
PRIMARY LANGUAGE. THE NEXT MOST
POPULAR LANGUAGE IS ...
Touchstorm Video Index/ Powered by
The percentage of a channel’s views
that emanate from the channel’s three
most popular ...
Touchstorm Video Index/ Powered by
For More Information on Touchstorm
Other Data Available from Touchstorm & Voot®
To down...
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YouTube Marketing Report: Inside the Touchstorm Video Index; Categorizing YouTube for Major Brands

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The latest YouTube Marketing Report introduces the Touchstorm Video Index and the benefits of categorizing YouTube for major brands. Access the full, free report at www.tvi.touchstorm.com.

Touchstorm is categorizing the entire YouTube platform, profiling millions of YouTube channels on a myriad of qualitative data points. Just as Pandora profiled songs, Touchstorm is profiling hundreds of thousands of YouTube channels and videos.

The Touchstorm Video Index helps big brands and serious YouTubers discover their own winning formulas by peeling back YouTube’s immense layers to reveal competitive realities, content holes, growth patterns, and channel dynamics never seen before.

With the Touchstorm Video Index, YouTube marketers will see channel and marketing insights far more meaningful than simply success based on views and subscribers.

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Transcript of "YouTube Marketing Report: Inside the Touchstorm Video Index; Categorizing YouTube for Major Brands"

  1. 1. YouTube Marketing Report Inside the Touchstorm Video Index: Categorizing YouTube for Major Brands powered by www.touchstorm.com 1
  2. 2. Touchstorm Video Index/ Powered by Touchstorm is categorizing the entire YouTube platform, profiling millions of YouTube channels on a myriad of qualitative data points. Pandora profiled songs. Touchstorm profiled YouTube channels and videos. Why? To help big brands and serious YouTubers discover their own winning formulas. As a result, the Touchstorm Video Index peels back YouTube’s immense layers to reveal competitive realities, content holes, growth patterns, and channel dynamics. The result: Marketing insights far more meaningful than studying views and subscribers. What is The Touchstorm Video Index? www.touchstorm.com 2 You can participate. Any brand, publisher or user can profile channels, and then instantly run reports to get a rich understanding of the YouTube playing field.
  3. 3. Touchstorm Video Index/ Powered by Winning on YouTube starts with knowing your competition. But, who’s the competition? Should a knitting channel model itself after a skateboarding channel? Or compare itself to a popular YouTube comedian? Knitting, skateboarding and comedy are completely different conversations. Every conversation performs differently on YouTube. To know your competition, don’t you need YouTube data organized by subject matter? YouTube and a few third-party analytics companies organize YouTube’s tens of millions of channels into ~20 categories. That’s not nearly enough segmentation to produce meaningful marketing guidance. YouTube is the centerpiece of many of the best social media campaigns, hosting the video assets that power up the conversations on other social media. Brands with strong YouTube channels tend to run more successful social media campaigns overall. Social Media is about having a conversation with the consumer. YouTube is Social Media with sight, sound and motion…. Perhaps the most powerful kind of social media there is. How the Touchstorm Video Index Helps Brands www.touchstorm.com 3
  4. 4. Touchstorm Video Index/ Powered by The Touchstorm Video Index divides the world of YouTube into… 11 Themes…………………………………………. 94 Conversations…………….. 2,360 Topics…….. www.touchstorm.com 4 10 Themes 128 Conversations 2800+ Topics The Importance of Categorizing YouTube THEME: The Sporting Life CONVERSATION: Outdoor Activities & Adventure Sports TOPIC: Skateboarding Channels… TOPIC: Kayaking Channels… TOPIC: Mountain Biking Channels… CONVERSATION: Classic Sports TOPIC: NFL Football Channels… TOPIC: Basketball Channels… TOPIC: Futbol/Soccer Channels…
  5. 5. Touchstorm Video Index/ Powered by All that topical data lives in a big data engine and software interface we call Voot®, patent pending. We’ve built a series of free tools so you can access it. Our profiling doesn’t stop at topics. We also profile… Producer Type Country Languages Off-Line Trading Area Corporate Owner Talent Profile We combine our profiling data with YouTube’s basic performance and engagement data (views, subscribers, likes, etc.), to reveal the performance metrics that can move you from mediocrity to victory. Finally, you can understand what it takes to compete on YouTube. When you can see norms, you can figure out what to fix. What is the typical view growth for a Brand… in the Barbeque Grilling topic… that produces content in English… and uploads new content once a month? With the Touchstorm Video Index, you can find the answer to that question. And thousands of others. The Brains Behind the Touchstorm Video Index www.touchstorm.com 5
  6. 6. Touchstorm Video Index/ Powered by What is The TVi Score? www.touchstorm.com 6 The TVi Score* shows how well a YouTube channel is producing engaging content and using it to generate a following. • Identifies channel health based on a blend of “metrics that matter” — Views, Subscribers, Conversion, Positive Passion, View Density, New Content Activity, and more • Weighs key metrics for a top score of 1,000 • 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 • Shows advertisers where to put ad dollars The TVi Score is a Ratings System for YouTube Channels #1 in Skateboarding TVi Score 976 June 2014 *See the Appendix for definitions of certain key metrics used in the scoring.
  7. 7. Touchstorm Video Index/ Powered by OF THE CHANNELS USE ENGLISH AS THE PRIMARY LANGUAGE. THE NEXT MOST POPULAR LANGUAGE IS FRENCH, FOLLOWED BY GERMAN, PORTUGUESE, ITALIAN, JAPANESE 7.79b 29mm 86 Key Findings 3,166 38 89% 61 THE NUMBER OF CHANNELS OWNED BY BRANDS OR RETAILERS, REPRESENTING 26% OF ALL CHANNELS 8 TVI Report Summary: Outdoor Adventure Conversation on YouTube www.touchstorm.com 7 5 816 54%CHANNELS IN THE OUTDOOR ACTIVITIES & ADVENTURE SPORTS CONVERSATION ON YOUTUBE OF THE CHANNELS IN THIS CONVERSATION HAVE MORE THAN 100,000 VIEWS VIEWS IN THE OUTDOOR ACTIVITIES & ADVENTURE SPORTS CONVERSATION, ON NEARLY HALF A MILLION VIDEOS YOUTUBE STARS HAVE EMERGED FROM THE 3,166 CHANNELS IN THIS CONVERSATION (see definitions within) • “SCOUTTHEDOGGIE” FROM THE AIRSOFT TOPIC HAS THE MOST VIEWS • BRODIESMITH21 FROM THE FRISBEE TOPIC HAS THE MOST SUBSCRIBERS SUBSCRIBERS IN THE OUTDOOR ACTIVITIES & ADVENTURE SPORTS CONVERSATION OF THE TOP 100 VIDEOS ARE ALL ABOUT TRICKS AND MOTION OF THE TOP 10 ADVENTURE SPORTS CHANNELS ARE FROM THE SKATEBOARDING AND PARKOUR TOPICS OUTDOOR ACTIVITIES & ADVENTURE SPORTS TOPICS YOU MAY HAVE NEVER HEARD OF: AIRSOFT, BUSHCRAFT, GEOCACHING, TRICKING, AND SLACKLINING. TOPICS COMPRISE THIS CONVERSATION, RANGING FROM SKATEBOARDING TO HUNTING & FISHING
  8. 8. Touchstorm Video Index/ Powered by The percentage of a channel’s views that emanate from the channel’s three most popular videos. The lower the score the better. When channels have 70% or more of their views coming from their Top 3 videos, it’s usually due to one of two things, neither of which is good for channel health: one, the channel had a “one-hit-wonder,” which it hasn’t been able to replicate, which is bad for audience growth and subscriber conversion, or, two, it’s a brand that used the video(s) as pre-roll, focusing ad budgets on very few pieces of creative, which isn’t good for passion and conversion. The View Density score helps minimize these unnatural viewing patterns from the TVi results. “Good channel practices” means many things, but current TVi scoring is primarily concerned with the frequency of video uploading, and whether or not videos have been taken down. The healthiest channels upload content constantly — once a week or even more, and usually at a cadence of the same day(s) of the week. On the other hand, taking down videos — a practice which can’t always be helped — is damaging to channel health in more ways than one. Not only does YouTube deduct the view counts attributed to those videos, but our testing shows that velocity (a key factor driving the visibility that attracts audience) decreases. Indicates how successful the brand is at converting viewers to subscribers. Touchstorm expresses this idea as Subscribers per Million Views, or Subs/MMV. Building audience is different than building views. Conversion is something the YouTube Stars have mastered — their Conversion Rates are almost always the highest in any analysis. They’ve figured out how to make the content their audience wants, and how to market that content to draw a loyal following. When a consumer likes a video, they express it by pressing the Like button. The average rate of “liking” on YouTube is similar to that of banner ad clicks — it typically runs less than one-half of one percent. Some videos, channels and topics generate a much higher Like rate. For each Topic, Conversation, and Theme, Touchstorm determines the average Like rate and normalizes it to an Index of 100, so that videos and channels in that competitive set can be judged on relative Likeability. The highest indexes indicate very Positive Passion for the content. VIEW DENSITY CONVERSION GOOD CHANNEL PRACTICES POSITIVE PASSION www.touchstorm.com 8 Appendix: Definitions of Some Key Metrics Included in the TVi Score
  9. 9. Touchstorm Video Index/ Powered by For More Information on Touchstorm Other Data Available from Touchstorm & Voot® To download the full Outdoor Activities & Adventure Sports report (Free) http://www.touchstorm.com/touchstorm-video-index-2014-june-special-report To Get a Channel Listed in The Touchstorm Video Index (Free) www.touchstorm.com/channelprofiler To Receive a Channel Report featuring performance and competitive insights (Free) www.touchstorm.com/channelprofiler To View YouTube Ratings for any Topic, Conversation or Theme COMING SOON! To Pick Up TVi Score Badges (winning channels in this report) COMING SOON! To get a Beta subscription for VOOT channel management software Click “Request an Invitation” on app.voot.net To Inquire about Touchstorm YouTube Audience Development and Video Syndication Services for Big Brands…including custom data not publicly available jbibeau@touchstorm.com About Touchstorm Touchstorm is a technology-based services company that builds video audiences for the world’s largest brands. To accomplish its vision of helping brands break out of the advertising box through content creation, the company grows YouTube channels exponentially, delivering organic views and subscribers. The company’s robust editorial distribution network syndicates content that runs center of the page, and its native video solution, Arena, drives engagement scores significantly above industry benchmarks. Touchstorm uses a suite of software technologies to identify content holes and build brand audiences at scale, including Voot® and Scoop™. The company also produces videos for some of the world’s biggest brands, and its Touchstorm Video Index showcases the most effective videos at building audiences for brands. www.touchstorm.com 9
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