The study, which analyzed the YouTube channels of Interbrand's Best Global 100 Brands, found that organizations in the top quartile in terms of views have produced 50% more videos than brands in the bottom quartile.
Top performers also tend to publish on regular schedules that they maintain over long periods of time, the study found.
However, whereas publishing more videos strongly correlates with more views, having more YouTube channels does not necessarily lead to success.
The majority (56) of the 100 brands examined have 10+ YouTube channels—and many struggle to keep them active. Roughly 37% of channels in the data pool were not updated in the previous 120 days, and 17 of those global brands had 50% or more of inactive channels.
Below, additional key findings from the report, Key Lessons for Success on YouTube.
Average Total Views
- Over 50% of the videos produced by the brands examined have fewer than 1,000 views.
- At the other end of the spectrum, fewer than 1% have over one million views.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji