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.
A Long Shelf Life
- Whereas Facebook updates remain in the News Feed for an average of 22 hours, content on YouTube is effective for far longer.
- For the average YouTube video examined, the first three weeks resulted in 40% of the total video views. The next 30% of video views came between four and 12 weeks of initial publishing. An additional 30% of views came between 12 weeks and 52 weeks.
- The top quartile of brands measured by YouTube views produce a broader range of videos in terms of length than the bottom quartile.
- For those top producers, long-form content performs just as well as short videos.
About the research: The study was based on an analysis of 258,000 videos and 1,378 verified channels from Interbrand's Best Global 100 Brands. The data concerning the shelf life of a video was based on a sample of randomly selected videos.
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