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    A Look at Brand Performance on the YouTube 5000

    Youtube-logo

    New research by Touchstorm has discovered that out of the top 5000 YouTube channels, only 74 of these are brands – that's less than 2%!

    The Touchstorm Video Index takes a look at how brands are performing within the YouTube 5000, uncovering some surprising results. Here are some of the key findings:

    •  Pepsi and Coca Cola do not make the top 10
    • The Mormon Church makes the top 5 – Apple, Microsoft and IBM do not
    • Brand channels from Brazil, Latin America and Japan have made it onto the list ahead of thousands of English brand channels
    • One third of brands on the list bought YouTube advertising, whereas the other two thirds made the list through organic growth
    • Little Tikes comes in at number 40 way ahead of Toys R Us at 69
    • The Ford Modelling agency outshines Ford

    So after seven years of YouTube existence why aren't brands making the cut?

    The Touchstorm Video Index recommends the top 10 things that brands should do to succeed on YouTube:

    1. Brands must define the competition – it's not always other brands. There are many categories competing for a share of the conversation.
    2. Don't underestimate YouTube competitors – brands currently have only a 1% share of-voice on YouTube.
    3. Brands must make change now – YouTube is growing fast and the competitive bar is constantly rising.
    4. Understand the conversation – 'it's about making the right content and marketing that content right'.
    5. Think about your audience first – make content that your audience wants to see and will share.
    6. Master organic growth – YouTube success doesn't necessarily mean expensive advertising. After all two thirds of brands made the list through organic growth.
    7. Subscribers help create success – the more subscribers you have, the more your content will be watched, shared and featured in more places.
    8. Avoid pre-roll ads – although paid advertising brings views it does not convert views into subscribers.
    9. Publish content regularly – YouTubers who publish regularly and in rhythm tend to be more successful.
    10. YouTube is not all about making your channel look better – about 99% of views happen on the YouTube Video Watch Page.

    There are currently more than 1 billion unique vistors to YouTube each month with over 6 billion hours of video watched. What's more Econsultancy found that YouTube has a viewing time of 3 minutes and 49 second with 5.13 pages viewed each visit. This means that YouTube outperforms all other social networks in terms of user attention.  Therefore it is vital that brands rethink their YouTube strategy in order to achieve success that will grow brand awareness, connect brands with a wider audience, and most importantly help brands make it onto the YouTube 5000.

    For more information on Touchstorm's research please visit http://www.touchstorm.com/.

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