It might come as a surprise to some that YouTube has been voted the number one youth brand by 16-24-year-olds in the UK.
More surprising still is that Facebook and Twitter lagged behind the likes of Amazon and BBC in the poll. Indeed, many marketers and social advocates may have done a double take on learning that Twitter didn’t even make it into the yoof’s top 50 brands of choice, coming in at a lowly sixtieth.
This is the second year that the Youth100 report has been conducted by youth insights group Voxburner, with YouTube also taking pole position last year. Voxburner asked 2,569 students for their views on brands, while the findings have been augmented by Thinkhouse’s ‘State of the Youth Nation’, which joined forces with Youth100 to take the pulse of UK youth.
So why does YouTube curry such favour from young people? Relatability was cited as a key factor in brand appeal – in other words, respondents like brands they can somehow connect with. Another influence was ‘value for money’, as certainly offered by YouTube’s colossal and unrestricted bank of video contentMore »
At this time of year, we like to take some time to reflect. For marketers, this period is largely about taking stock and reviewing the activity of the past year. In terms of video campaigns, we tend to look to viewing figures, shares and resulting brand awareness levels as measures of relative success. This Christmas, we’d like to add a new metric to the list: ‘memorability’. Nope, we’re not sure if it’s a real word either, but we do know that online video that makes an indelible mark in the collective consciousness is hard to achieve, but extremely satisfying for both the consumers that enjoy them and the marketers that devised them. Here are five of the most memorable video efforts of 2012:
Celebrity tax-dodgers aside, Belgium isn’t generally associated with excitement and drama. Belgian television station Telenet played on this by setting up an action-packed sequence on a typically quiet Belgian square. Involving ambulances, gangsters and a bikini-clad motorcyclist, the scene certainly grabbed the attention of passers-by. And judging by the 39 million views of the video on YouTube, the footage was inventive enough to become a viral hit.
French company Christian Dior S.A. (usually referred to as Dior) owns the high-fashion apparels and accessories producer and retailer Christian Dior Couture.
The company, designs and makes some of the world’s most coveted haute couture, as well as luxury ready-to-wear fashion and accessories for men and women. Christian Dior operates more than 235 boutiques worldwide with plans to open more.
Dior wanted to:
· introduce new products from its autumn/winter 2012 collection
· create marketing materials which retain the label’s original brand lifestyle and image
· create content with viral potential that consumers can share without confusing the brand image
Dior’s marketing campaign centred on a video called ‘Secret Garden – Versailles’, supported by social media channels and the company’s magazine.
The film ‘Secret Garden – Versailles’ (the Palace of Versailles has been a signature part of the Dior brand) was directed by Inez van Lamsweerde and Vinoodh Matadin, and stars top industry models including Daria Strokus, Melissa Stasiuk and Xiao Wen Ju in La Galeries Des Glaces.
The build up to the release of the video on 3 May 2012 included the release of a teaser video in April on the Dior YouTube channel and promotion across the company’s social media sites – Facebook page, Twitter profile and magazine DiorMag. There were follow up videos – the extended version released 2 days following the initial release and a ‘Making of’ video issued 10 days later.
With the grand unveiling of the redesigned YouTube last December, 2012 is the perfect time to ramp up your viral video strategy.
While the changes were met with uproar from a characteristically vocal hardcore YouTube user base, they actually offer ripe opportunities for brands.
According to Social Media Examiner, there are only three major changes to get to grips with, so here we go:
1. Redesigned home page
If you’ve logged in to YouTube since December, you’ll have noticed its slicker-looking home page. At its heart is a prominently positioned “Subscription Feed”, replacing the previous trending videos – and much better news for brands.
What this means for marketers: As viewers view, rate and comment on your latest viral video, their followers and subscribers will in turn be exposed to your content. No longer will brands have to compete with cute baby and hilarious kitten clips. We expect this move to create a more relevant, if smaller, viral effect.
How to maximise the change: Be consistently active, posting fresh content to YouTube weekly and use calls to action to drive rates, comments and shares of your videos.
2. New channel page
As well as looking different, YouTube channels are now more likely to feature on search results pages for related keywords. More »
YouTube has launched a new function that allows viewers to see what are the most viewed/liked/subscribed videos this week/month and all time. YouTube Charts also happily alerted us to this surreal bovine dance from Brighton based freelance animator- Cyriak, which is number one this week with 4 million+ views.
The Conservative party has circumvented the ban on party broadcast advertising during election day, booking the main ad unit on YouTube’s home page from midnight to 10 pm tonight, when polls close.
The party aims to harness the emotive power of broadcast media to influence UK YouTube viewers, estimated by ComScore (Feb 2010) to be streaming 88 million videos a day, though how many access the site via the home page remains unknown.
The move is also calculated to block any of the other parties from similarly hijacking the ‘YouTube vote’.
“Our YouTube homepage ad on polling day lets us take our message of change to millions of people – ensuring we’ll be the only party reaching a mass audience online,” a spokesperson for the Conservatives said.