Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
An Octoly Study 0 OCTOI-Y

YouTube,  Automotive, 
and the Power of Earned Media

You-
43
BILLION

VIEWS OF AUTOMOTIVE
INFLUENCER VIDEOS
ON You (by fans or reviewers)
90.1%

Auto Industry

PERCENTAGE
OF YOUTUBE VIEWS

9.9%
_

Earned Media Owned Media
(Fan Videos) (Brand Videos)
Worldwide, 
there are

l,069

Youiube channels
managed by
automotive brands. 

-9 GET A FREE BRAND A oooooooooooooo oM/  B...
YouTube is more like Facebook
than TV.  Its about community.  sharing. 
and conversation.
.l'. '-'i"i€Sialtl0"€lil{. ‘ll't I’-T‘. '_. '

Ford is winning influencer
activation by engaging
the community where
they ...
Earned Ileda
.4 . 
r‘/  ‘ r ' /  '/ 

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.
vi/ av If/ V/, 

EARNED MEDIA
Any video (and the
views and social
actions associated
with that video)
that is hosted on a
...
TOP 5 AUTOMOTIVE BRANDS
BY OWNED MEDIA VIEWS

(Millions)

'92 I74 167 I63

   

Toyota Kia BMW Volkswagen Hyundai
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,...
TOP AUTOMOTIVE BRANDS BY NUMBER
OF INFLUENCER VIDEOS

Earned Media

75°’°°° 700,000 570,000

  

530,000

     

Ford Chev...
TOP AUTOMOTIVE YOUTUBERS

BY SUBSCRIBERS

SUBSCRIBERS

 

1. drive 1,130,000 139,300,000 I
2. mightycarmods 930,000 72,300...
TOP 10 AUTOMOTIVE BRANDS ON YOUTUBE

Earned & Owned Media Views
RANK VIEWS INDUSTRY
SHARE OF VOICE
1. BMW 4,800,000,000 10...
I  5;.  .. .arId go small. 

Brands should follow YouTube’s Hero,  l—lub.  Hygiene
best practices,  instead of focusing ex...
Hero

 

Hero content is
high-production, 
infrequent content
that automotive
brands want to
push out to large, 
broad aud...
Hub content

is regularly-
scheduled content

fix designed for your

prime prospect.
Hygiene content is
always-on videos
about consumer

interests designed
for a brand’s core

target.
Hero .  Hub .  Hygiene

Act like an advertiser

Act like a YouTuber ‘
TYPES OF EARNED MEDIA AUTOMOTIVE VIDEOS

It Takes all Kinds

OOGB

I.  IIIFOTAIIIMEIIT 2. 60 EAST 3. FINE TUIIIIIG 4. THE ...
MOST BRAND-MANAGED YOUTUBE CHANNELS
43 46 46 45

     

O
K  r    _, 
Ford Audi Volkswagen Citroen

-.  GET A FREE BRAND A...
TOP 3 ULTRA LUXURY & EXOTIC SPORTS CAR BRANDS
All Videos — Earned 8. Owned Media Views (Ultra luxury and Exotics Broken Ou...
An Octoiy Study 0 ocToLY

YouTube,  Automotive, 
and the Power of Earned Media

See the full study: 
http: //octoly. com/ ...
Upcoming SlideShare
Loading in …5
×

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

Related Books

Free with a 30 day trial from Scribd

See all
  • Be the first to comment

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

×