youtube marketing report: inside the touchstorm video index; categorizing youtube for major brands

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YouTube Marketing ReportInside the Touchstorm Video Index: Categorizing YouTube for Major Brands

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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?


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.








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, soundand motion…. Perhaps the most

powerful kind of social media there is.

How the Touchstorm Video Index Helps Brands









The Touchstorm Video Index divides the world of YouTube into…

11 Themes………………………………………….

94 Conversations……………..

2,360 Topics……..


10 Themes

128 Conversations

2800+ Topics

The Importance of Categorizing YouTube

THEME: The Sporting

Life

CONVERSATION: Outdoor Activities

& Adventure Sports

TOPIC: Skateboardin

g

Channels…

TOPIC: Kayaking

Channels…

TOPIC: Mountain

Biking

Channels…

CONVERSATION: Classic Sports

TOPIC: NFL Football

Channels…

TOPIC: Basketball

Channels…

TOPIC: Futbol/Soccer

Channels…








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









What is The TVi Score?


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

976June 2014

*See the Appendix for definitions of certain key

metrics used in the scoring.








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 3889%

61

THE NUMBER OF CHANNELS OWNED BY BRANDS OR RETAILERS, REPRESENTING 26% OF ALL CHANNELS

8

TVI Report Summary: Outdoor Adventure Conversation on YouTube


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








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 CONVERSIONGOOD CHANNEL

PRACTICESPOSITIVE PASSION


Appendix: Definitions of Some Key Metrics Included in the TVi Score








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 ThemeCOMING SOON!

To Pick Up TVi Score Badges (winning channels in this report)COMING SOON!

To get a Beta subscription for VOOT channel management softwareClick “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

[email protected]

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.




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