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Octoly YouTube and Automotive Study

An Octoly Study: YouTube, Automotive, and the Power of Earned Media

43 BILLION VIEWS OF AUTOMOTIVE INFLUENCER VIDEOS (by fans or reviewers)

Worldwide, there are 1,069 YouTube channels managed by automotive brands.

Auto Industry
PERCENTAGE OF YOUTUBE VIEWS
90.1% Earned Media (Fan Videos)
9.9% Owned Media (Brand Videos)

YouTube is more like Facebook than TV. It’s about community, sharing, and conversation.

#FiestaMovement FTW
Ford
Ford is winning influencer activation by engaging the community where they are and empowering influencers to tell their own stories. Views of Ford’s #FiestaMovement campaign of enthusiast-created videos exceeded its next competitor, the Chevrolet Sonic, by 5X. On YouTube, media spend gets the conversation started. The conversation then passes from the brands to influencers.

FORD FIESTA MODEL SPOTLIGHT
ALL-TIME VIDEO VIEWS VIEWS VIEW PERCENTAGE
Owned Media 21,000,000 9.4%
Earned Media 203,000,000 90.6%

TOTAL VIEWS 224,000,000 100%

Owned, Paid & Earned Media

OWNED MEDIA
All views on a YouTube channel owned by an automotive brand.
PAID MEDIA
The portion of owned media views driven by paid campaigns.
EARNED MEDIA
Any video (and the views and social actions associated with that video) that is hosted on a YouTube channel not owned or managed by the brand itself.

TOP 5 AUTOMOTIVE BRANDS BY OWNED MEDIA VIEWS (Millions)
Toyota 200
Kia 192
BMW 174
Volkswagen 167
Hyundai 163

TOP AUTOMOTIVE BRANDS BY EARNED MEDIA VIEWS
All-Time
RANK VIEWS INDUSTRY SHARE OF VOICE
1. BMW 4,600,000,000 10.7%
2. Ford 3,430,000,000 8.0%
3. Chevrolet 3,160,000,000 7.4%
4. Nissan 2,830,000,000 6.6%
5. Volkswagen 2,600,000,000 6.1%

TOP AUTOMOTIVE BRANDS BY NUMBER OF INFLUENCER VIDEOS
Earned Media
Ford 880,000
Chevrolet750,000
BMW 700,000
Toyota 670,000
Nissan 530,000

TOP AUTOMOTIVE YOUTUBERS BY SUBSCRIBERS
RANK SUBSCRIBERS VIEWS ALL-TIME
1. drive 1,180,000 139,300,000
2. mightycarmods 930,000 72,300,000
3. 1320video 577,000 181,500,000
4. saabkyle04 559,000 225,700,000
5. EricTheCarGuy 490,000 64,200,000

TOP 10 AUTOMOTIVE BRANDS ON YOUTUBE
Earned & Owned Media Views
RANK VIEWS INDUSTRY SHARE OF VOICE
1. BMW 4,800,000,000 10.4%
2. Ford 3,300,000,000 7.8%
3. Chevrolet 3,600,000,000 7.2%
4. Nissan 2,900,000,000 6.4%
7. Toyota 2,800,000,000 6.0%
5. Volkswagen 2,700,000,000 5.8%
6. Audi 2,500,000,000 5.4%
8. Honda 2,390,000,000 5.2%
9. Mercedes-Benz and AMG 1,220,000,000 5.2%
10. Porsche 2,380,000,000 2.7%

Go Big...and go small.
Brands should follow YouTube's Hero, Hub, Hygiene best practices, instead of focusing exclusively on high- production, infrequently-released paid campaigns.

An Octoly Study
YouTube, Automotive, and the Power of Earned Media
See the full study:
http://octoly.com/automotive-study
GET A FREE BRAND AUDIT AT http://OCTOLY.COM/BRANDS

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Octoly YouTube and Automotive Study

  1. 1. An Octoly Study 0 OCTOI-Y YouTube, Automotive, and the Power of Earned Media You-
  2. 2. 43 BILLION VIEWS OF AUTOMOTIVE INFLUENCER VIDEOS ON You (by fans or reviewers)
  3. 3. 90.1% Auto Industry PERCENTAGE OF YOUTUBE VIEWS 9.9% _ Earned Media Owned Media (Fan Videos) (Brand Videos)
  4. 4. Worldwide, there are l,069 Youiube channels managed by automotive brands. -9 GET A FREE BRAND A oooooooooooooo oM/ BBBB os
  5. 5. YouTube is more like Facebook than TV. Its about community. sharing. and conversation.
  6. 6. .l'. '-'i"i€Sialtl0"€lil{. ‘ll't I’-T‘. '_. ' Ford is winning influencer activation by engaging the community where they are and empowering influencers to tell their own stories. Views of Ford's #FiestaMovement campaign of enthusiasts- created videos exceeded its next competitor. the Chevrolet Sonic. by Sx. on YouTube, media spend gets the conversation started. The conversation then passes from the brands to influencers. ~i; ~', I I . A MODEL SPOTLIGHT l ALL—TIME viEws VIEW PERCENTAGE VIDEO VIEWS I . . . . . Owned Media 21,000,000 9.4”»? Earned Media 203,000,000 90.6% TOTAL VIEWS 224,000,000 100‘: .
  7. 7. Earned Ileda
  8. 8. .4 . r‘/ ‘ r ' / '/ OWNED MEDIA All views on a YouTube channel owned by an automotive brand.
  9. 9. PAID MEDIA The portion of owned media views driven by paid campaigns.
  10. 10. vi/ av If/ V/, EARNED MEDIA Any video (and the views and social actions associated with that video) that is hosted on a YouTube channel not owned or managed by the brand itself.
  11. 11. TOP 5 AUTOMOTIVE BRANDS BY OWNED MEDIA VIEWS (Millions) '92 I74 167 I63 Toyota Kia BMW Volkswagen Hyundai
  12. 12. TOP AUTOMOTIVE BRANDS BY EARNED MEDIA VIEWS Al| —Time INDUSTRY SHARE OF VOICE 1. BMW 4,500,000,000 ‘T 10.7% 2. Ford 3,430,000,000 ‘ 3-0% 3. Chevrolet 3,150,000,000 7.4% 4. Nissan 2,330,000,000 : 5.5% 5. Volkswagen 2,500,000,000 — 5.1% -9 GET A FREE BRAND AUDIT AT OCTOLY. COM/ BRANDS
  13. 13. TOP AUTOMOTIVE BRANDS BY NUMBER OF INFLUENCER VIDEOS Earned Media 75°’°°° 700,000 570,000 530,000 Ford Chevrolet Toyota Nissan
  14. 14. TOP AUTOMOTIVE YOUTUBERS BY SUBSCRIBERS SUBSCRIBERS 1. drive 1,130,000 139,300,000 I 2. mightycarmods 930,000 72,300,000 3. 1320video 577,000 0 131,500,000 4. saabkyIeO4 559,000 I 225,700,000 I 5. EricTheCarGuy 490,000 ' 54,200,000 -9 GET A FREE BRAND AUDIT AT 0CTOLY. COM/ BRANDS
  15. 15. TOP 10 AUTOMOTIVE BRANDS ON YOUTUBE Earned & Owned Media Views RANK VIEWS INDUSTRY SHARE OF VOICE 1. BMW 4,800,000,000 10.4% 2. Ford I 3,600,000,000 7.8% 3. Chevrolet I 3,300,000,000 7.2% 4. Nissan 0 2,900,000,000 64% 5. Volkswagen 2,800,000,000 6.0% 6. Audi 2,700,000,000 5-8% 7. Toyota 2,500,000,000 5.4% 3. Honda I 2,390,000,000 5.2% 9. Mercedes-Benz and AMG 2,380,000,000 5.2% 10. Porsche 1,220,000,000 2-7% GET A FREE BRAND AUDIT AT OCTOLY. COM/ BRANDS
  16. 16. I 5;. .. .arId go small. Brands should follow YouTube’s Hero, l—lub. Hygiene best practices, instead of focusing exclusively on high~ production, infreduent| y—re| eased bald campaigns.
  17. 17. Hero Hero content is high-production, infrequent content that automotive brands want to push out to large, broad audiences.
  18. 18. Hub content is regularly- scheduled content fix designed for your prime prospect.
  19. 19. Hygiene content is always-on videos about consumer interests designed for a brand’s core target.
  20. 20. Hero . Hub . Hygiene Act like an advertiser Act like a YouTuber ‘
  21. 21. TYPES OF EARNED MEDIA AUTOMOTIVE VIDEOS It Takes all Kinds OOGB I. IIIFOTAIIIMEIIT 2. 60 EAST 3. FINE TUIIIIIG 4. THE IIEW 5. CASH REGISTER HOLLYWOOD -0 GET A FREE BRAND AUDIT AT OCTOLY. COM/ BRANDS
  22. 22. MOST BRAND-MANAGED YOUTUBE CHANNELS 43 46 46 45 O K r _, Ford Audi Volkswagen Citroen -. GET A FREE BRAND AUDIT AT OCTOLY. COM/ BRANDS
  23. 23. TOP 3 ULTRA LUXURY & EXOTIC SPORTS CAR BRANDS All Videos — Earned 8. Owned Media Views (Ultra luxury and Exotics Broken Out Separately) i.5 Billion Views 540 Million Views Ferrari Bugatti AT OCTOLY. COM/ BRANDS
  24. 24. An Octoiy Study 0 ocToLY YouTube, Automotive, and the Power of Earned Media See the full study: http: //octoly. com/ automotive—study -9 GET A FREE BRAND AUDIT AT OCTOLY. COM/ BRANDS

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An Octoly Study: YouTube, Automotive, and the Power of Earned Media 43 BILLION VIEWS OF AUTOMOTIVE INFLUENCER VIDEOS (by fans or reviewers) Worldwide, there are 1,069 YouTube channels managed by automotive brands. Auto Industry PERCENTAGE OF YOUTUBE VIEWS 90.1% Earned Media (Fan Videos) 9.9% Owned Media (Brand Videos) YouTube is more like Facebook than TV. It’s about community, sharing, and conversation. #FiestaMovement FTW Ford Ford is winning influencer activation by engaging the community where they are and empowering influencers to tell their own stories. Views of Ford’s #FiestaMovement campaign of enthusiast-created videos exceeded its next competitor, the Chevrolet Sonic, by 5X. On YouTube, media spend gets the conversation started. The conversation then passes from the brands to influencers. FORD FIESTA MODEL SPOTLIGHT ALL-TIME VIDEO VIEWS VIEWS VIEW PERCENTAGE Owned Media 21,000,000 9.4% Earned Media 203,000,000 90.6% TOTAL VIEWS 224,000,000 100% Owned, Paid & Earned Media OWNED MEDIA All views on a YouTube channel owned by an automotive brand. PAID MEDIA The portion of owned media views driven by paid campaigns. EARNED MEDIA Any video (and the views and social actions associated with that video) that is hosted on a YouTube channel not owned or managed by the brand itself. TOP 5 AUTOMOTIVE BRANDS BY OWNED MEDIA VIEWS (Millions) Toyota 200 Kia 192 BMW 174 Volkswagen 167 Hyundai 163 TOP AUTOMOTIVE BRANDS BY EARNED MEDIA VIEWS All-Time RANK VIEWS INDUSTRY SHARE OF VOICE 1. BMW 4,600,000,000 10.7% 2. Ford 3,430,000,000 8.0% 3. Chevrolet 3,160,000,000 7.4% 4. Nissan 2,830,000,000 6.6% 5. Volkswagen 2,600,000,000 6.1% TOP AUTOMOTIVE BRANDS BY NUMBER OF INFLUENCER VIDEOS Earned Media Ford 880,000 Chevrolet750,000 BMW 700,000 Toyota 670,000 Nissan 530,000 TOP AUTOMOTIVE YOUTUBERS BY SUBSCRIBERS RANK SUBSCRIBERS VIEWS ALL-TIME 1. drive 1,180,000 139,300,000 2. mightycarmods 930,000 72,300,000 3. 1320video 577,000 181,500,000 4. saabkyle04 559,000 225,700,000 5. EricTheCarGuy 490,000 64,200,000 TOP 10 AUTOMOTIVE BRANDS ON YOUTUBE Earned & Owned Media Views RANK VIEWS INDUSTRY SHARE OF VOICE 1. BMW 4,800,000,000 10.4% 2. Ford 3,300,000,000 7.8% 3. Chevrolet 3,600,000,000 7.2% 4. Nissan 2,900,000,000 6.4% 7. Toyota 2,800,000,000 6.0% 5. Volkswagen 2,700,000,000 5.8% 6. Audi 2,500,000,000 5.4% 8. Honda 2,390,000,000 5.2% 9. Mercedes-Benz and AMG 1,220,000,000 5.2% 10. Porsche 2,380,000,000 2.7% Go Big...and go small. Brands should follow YouTube's Hero, Hub, Hygiene best practices, instead of focusing exclusively on high- production, infrequently-released paid campaigns. An Octoly Study YouTube, Automotive, and the Power of Earned Media See the full study: http://octoly.com/automotive-study GET A FREE BRAND AUDIT AT http://OCTOLY.COM/BRANDS

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