2103 was the year that brands started to get web video. It was also the year that YouTube as a marketing channel started to be taken seriously by companies of all sizes. You will have no doubt been moved, laughing uncontrollably or looking to throw your phone out of a plane at some video content that have passed you way this year. Now some (visionary?) brands are getting serious with their video and YouTube strategy. Not only are they producing content but they are producing video content and a lot of it. In this post we look at the top 5 brands that are beginning to see the fruits of their YouTube strategy.
1. Volvo Trucks – http://www.youtube.com/user/VolvoTrucks
Its Jean-Claude Van Damme ‘Epic Split’ film has now done over 60 million views. Yes 60 million and over 371,000 likes. Volvo has used celebrity well to show the benefits of its trucks. However it’s not all about the Muscles from Brussels. Well shot and thought out blogger series, truck reports and vehicle showcases have lead to a subscriber base of 78,165.
Top slot to the Swedish automotive firm
2. Intel – http://www.youtube.com/user/channelintel
Top of the techies is Intel. The chip manufacturer has created over 5,000 videos on their channel, not all of them of course about chips, but about what its chips make happen. It looks for the story in everything and ultimately the videos are quite simple. Nicely shot and well told, they cover a range of audiences from developers, to management to enthusiast. A true example of more being more with a subscriber base of 66,929
3. Cisco – http://www.youtube.com/user/Cisco
Running Intel close is the networks company Cisco. Like its YouTube rivals Intel, Cisco goes for the volume trick. It’s produced many thousands of films. Unlike Intel or Volvo Trucks, however, Cisco does not have any single stand out films with a top count at 394,000 for a 30 second TV spot. Its output is wide and varied – animations, how to’s, CIO interviews and dare-I-say comedy. However, very usefully, it organises these nicely and has many sub-channels within its channel to help the 61,881 subs find their way around
4. American Express – http://www.youtube.com/user/AmericanExpress
As well as recruiting AMEX card holders, AMEX is also looking to recruit more businesses to accept AMEX payments. It’s a double whammy and something they take seriously on its YouTube channel. It delivered 19 new videos to the channel in the last month with a mix of interviews, features, animation and a man who writes a song a day (yes, and it’s got 108,000 views already). Top of the finance crowd with 20,061 subs to date
5. Hubspot – http://www.youtube.com/user/HubSpot
Marketing software firm Hubspot has taken the lead in using YouTube as a marketing channel in its ‘space’. It produces a wide range of content across the channel from the cooky and ever so slightly twisted to the very straight and instructional. It’s got a very narrow target audience – marketing professionals – but it’s building a following with 11,035 subscribers and hit 2.5 million views – that’s as much as a well rated TV programme.
We didn’t include Microsoft and Google as they are off the scale and anyway hit B2C as much as B2B.
Already can’t wait until this time next year to see who’s top of the branded producer list in 2014.