Archives For creator suggested

As Forbes contributor Rob Schwartz pointed out yesterday, this year’s World Cup was a global phenomenon rife with challenges for traditional marketing. It was a major televised sporting event with “almost no commercial-breaks for advertisers to showcase their message,” making it “incumbent upon marketers to think beyond TV.”

And, boy, did they ever!

With 45 brands spending more than $400 million to promote 97 campaigns, the 2014 World Cup in Brazil represents one of the largest marketing events in history. It also marks the moment that online advertising claimed a definitive victory over television.

Commentators are quick to evaluate the success or failure of these video marketing efforts in terms of “total views”, but at vidIQ we know video virality is more than views-deep.

To get to the heart of the matter, we’ve decided to pit the top branded YouTube campaign videos head-to-head and see who won the 2014 World Cup Battle of the Brands (in our humble opinion).

How, you may ask? We’re taking the most telling engagement metrics from our Chrome extension’s YouTube video report card and evaluating the real, hard-won, organically-viral winners of this momentous marketing match. We’ll assess…

Share date – time since the video was uploaded, for context and to assure all metrics are evaluated equitably.

Total views – the reported number of times a video has been viewed on YouTube. Be wary, however, since this number can be manipulated and views can be bought.

Minutes watched – total, aggregated number of video minutes watched by YouTube users, regardless of whether or when the video was abandoned. Be wary here too, because creators can withhold this data – sometimes to protect proprietary information and sometimes to obscure a paid viewing campaign.

vidIQ score – this is an optimization score applied to every YouTube video according to our proprietary, cross-platform algorithm that predicts the video’s likelihood of promotion in Related Videos, Search, Recommended Videos, and more.

Creator suggested –  this metric monitors the relative number of videos that YouTube is linking back to a publisher’s own channel, and is a fair indicator of a channel’s level of management or sophistication. Read a more detailed explanation of “Creator suggested” here (if you’d like).

True engagement – the Gold Standard of video marketing metrics, this key YouTube performance indicator crunches the numbers on every social media share and linked referral to a specific YouTube video, relative to its number of views. In a nutshell, “true engagement” shows us what portion of the audience found a video share-worthy.

Tags – these keywords are intended to make videos more searchable or “related” on YouTube and, in the best of cases, are part of a more targeted SEO strategy.

Now, let the games begin!

Battle Athletica | adidas vs. Nike

The contenders.

adidas YouTube campaign video | Messi's Dream

adidas YouTube campaign video | Messi’s Dream

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Nike YouTube campaign video | "Winner Stays"

Nike YouTube campaign video | “Winner Stays”

The score.

YouTube stats | adidas vs. Nike

YouTube stats | adidas vs. Nike

 The champion.

Nike wins by the power of true audience engagement, which is undiluted despite its high number of views.

Battle Auto | Hyundai vs. Kia

The contenders.

Hyundai YouTube campaign video | "Avoidance"

Hyundai YouTube campaign video | “Avoidance”

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Kia YouTube campaign video | "Football vs. Futbol"

Kia YouTube campaign video | “Football vs. Futbol”

The score.

YouTube stats | Hyundai vs. Kia

YouTube stats | Hyundai vs. Kia

The champion.

Despite significantly lower total views, Hyundai wins for its unprecedented true engagement numbers – 1 in 10 viewers shared this video.

Battle Royale | Coca-Cola vs. McDonalds

The contenders.

Coca-Cola YouTube campaign video | "One World, One Game"

Coca-Cola YouTube campaign video | “One World, One Game”

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McDonald's YouTube campaign video | "Trick Shot"

McDonald’s YouTube campaign video | “Trick Shot”

The score.

YouTube stats | Coca-Cola vs. McDonald's

YouTube stats | Coca-Cola vs. McDonald’s

The champion.

McDonald’s wins handily, in a competition so lopsided that it might trigger some PTSD from the Germany vs. Brazil semifinal.


Want more insights on your favorite FIFA videos and more? Download our free Chrome extension or explore our premium software suite.

Creator Suggested is a new metric we’ve been running in our Chrome Extension for the last couple of months. It’s a surprisingly powerful new metric that monitors the amount of videos YouTube is recommending back to a publisher’s own channel, and while that may not sound like much, it says a ton about your channel’s success.

Budweiser_Super_Bowl_XLVIII_Commercial_--__Puppy_Love__-_YouTube-2

In the Budweiser Super Bowl Puppy Love video, we’re tracking a rating of 4/20, meaning 4 of the 20 videos YouTube is recommending after the video and on the sidebar are also on the Budweiser channel.

It’s not as glamorous as some other metrics, but this has huge implications for channel (and thus brand) engagement. Think about it: someone loved your video and watched it to the end, but then what? Either they hit the search bar to find something similar (which is probably going to be on someone else’s channel), or they’re so engaged they can’t help but click to watch another in the recommendations. The more of those videos that are on your channel, the higher the total views your channel will receive when those videos explode, and the better your brand sticks with each viewer.

Breaking Down the Score

4/20: This is the lowest Creator Suggested rating a channel can have and a sign the channel isn’t focused enough on playlists, proper metadata, and annotations.

6/20 – 10/20: You’re on your way! We’ve seen great channels averaging around here, like The Verge and American Express.

12/20 – 16/20: If you’re here, you’re killing it. This channel is likely in the ranks of Red BullBuzzfeed, and Old Spice.

20/20:  At this point, you’ve likely been “whitelisted” by YouTube. We’ve seen some huge non-profits, political parties, and brands spending a significant amount on YouTube to get here. ARDrone, Nintendo, and The Olympics are great examples.

An Example of Creator Suggested at Work

As of writing this, we are seeing the University of Minnesota have a very viral moment with Guy Pulls Out Sign on Gophers Kiss Cam. They worked to get a 19/20 on Creator Suggested, and that will pay off as this video drives a massive amount of views and increased watch time throughout their YouTube channel. That’s more watches, shares, and engagement with their canon of videos, leading to exponentially more total views as people continue flocking to them.

If you take a second to look through the channel, you can see they didn’t get here by luck, or even a huge budget. They just consistently upload content, grow their subscribers, annotate, and actively playlist content.

There’s no secret to success like this, just sound YouTube marketing practice. And sound practice starts with the right data to build it on, which can all be yours with the vidIQ Chrome Extension.

Don’t have the vidIQ Chrome Extension? Make sure to download it here.

Want more insights on your own channel? Signup for our full video marketing suite.