New analysis by Google and Pixability shows investment and engagement with brands’ YouTube content is rising.
Google and video ad platform Pixability analyzed the trends for the world`s 100 top brands when it comes to uploading content to YouTube, using Interbrand`s Best Global Brands ranking from 2014 to determine which brands were included. Data was pulled from all YouTube accounts associated with a brand, including regional accounts for a specific country, which brought the total number of channels to 2,434. The 100 brands have a total of 40 billion views across their 2,434 channels and 18 billion of them took place last year.
In terms of engagement the following figures are concluded: 73 million people are subscribed to the channels, up 47% year-on-year. The videos have more than 16 million comments, 90 million likes and 8.9 million dislikes.
According to Pixability, the top 100 brands are collectively uploading a video to YouTube every 18.5 minutes and views of their branded content have nearly doubled in the last 12 months.
As these brands build relationships with viewers, it appears that an increasing number of them are making content specifically for the channel. 10% of brand videos posted to YouTube in the last year were over 10 minutes long, which Google suggested in a blog post on the data means more brands are creating made-for-YouTube content in addition to standard 15- and 30-second spots.
The most popular day of the week for a brand to post content to YouTube is Thursday, followed by Tuesday and Wednesday. It makes it easier to capitalize on search performance for higher traffic on weekends.
When it comes to paid investment, there are 40% more advertisers running paid video ads compared to last year, with the average spend for the top 100 advertisers on the platform up by 60%.