Only 74 of the top 5,000 YouTube channels are from brands.
This research comes from Touchstorm’s latest study, The Touchstorm Video Index, covering Q3 2013 and concentrating on the 'YouTube 5,000', an elite group of channels with at least 43m views each.
Of those 5,000 channels, only 2% are owned by brands. That means there are 4,926 teenagers with webcams, older people with camcorders, vloggers with flipcams, bedroom animators with smartphones and various other fashionistas, musicians, close-up magicians, action figure critics and amateur film-makers who are completely dominating the platform and squeezing out the big companies.
What can brands do about this? Is there any hope for them?
Here are some key findings from the report, along with our own insight, ideas for strategy and a look at the brands who are using YouTube successfully.
It's not just casual Pinterest users making their own boards and pinning images, brands are fast discovering that sharing and adding pins to their own products can be an effective way to drive users to their ecommerce sites.
As of September 2013, the three year-old social channel has over 70m users, and according to a recent study Pinterest is driving more traffic to publishers than Twitter, LinkedIn, Reddit and Google+ combined.
Pinterest's aesthetic style is also seeping into most corners of ecommerce. From eBay's recent homepage overhaul, to Etsy's vintage, bespoke world of homemade trinkets.
It's this visual style that brands are realising is the key attraction for users on Pinterest. So how do brands let consumers know about their own presence on this burgeoning and increasingly integral channel?
Sony has recently began sending out dedicated emails highlighting Pinterest; integrating its own boards and pins into the email and driving traffic to its Pinterest page. Integrating Pinterest has led to a 70% higher average open rate for Sony, and an average 18% higher click-through rate.
How are other brands integrating Pinterest with their emails? Here are 20 examples:
Sony has recently began sending out dedicated emails highlighting Pinterest; integrating its own boards & pins into the email and driving traffic to its Pinterest page.
The visual heavy email achieved an open rate 67% higher than Sony's goal, and a 16% higher click-through rate (CTR) than expected.
Previously Sony had trialled including a Pin it button next to its products in a VAIO summer launch email, so users could pin and share directly from the email.
Users pinned from that email 3,000 times.
Let's take a closer look at Sony's Pinterest email strategy..
To begin I'm going to repeat a headline I read last week: 'Facebook is more popular for native advertising than Twitter'.
This headline derives from Hexagram’s latest report on native advertising. The report elaborates: Facebook is the third most-popular channel for native advertising, with Twitter still lagging far behind.
However… if you’re anything like me, you might not know what native advertising actually is, and all of the above information may just merge into the background of data white noise.
As a relative newcomer to the digital marketing world, I've decided to begin a series of 'beginner's guides' to uncover what is meant by certain terms, trends and technological advances in digital; being both a travel guide and a personal investigation.
So if you're tired of being the person nodding and smiling at the back of the room, feeling increasingly powerless in the face of overwhelming jargon, come with me and we'll embark on a voyage of discovery together.
Don't worry, you don't have to talk to me or look me in the eye, you just have to sit there.
Twitter and Pinterest have experienced the biggest rises in revenue per visitor (RPV) over the last 12 months, though Facebook continues to dominate the share of social referral traffic to ecommerce sites.
These findings are from Adobe's first annual Social Media Intelligence report, which looks at social media trends based on data across retail, media, entertainment, and travel websites.
Here are a few highlights from the report...
Pinterest users follow an average of 9.3 retailers, while Pinterest shoppers in the USA are also spending on average between $140-$180 per order, compared to the $60-$80 Facebook and Twitter shoppers are spending.
The business case for investing in Pinterest is well past the tipping point. With over 70m global users, Pinterest is now the third most popular social network, and there are claims that Pinterest, in many cases, drives more sales than Facebook.
So what can your business do to engage with this rich seam of potential customers?
As of September 2013, three year-old social site Pinterest has over 70m users, and according to a study by Shareaholic, Pinterest is driving more traffic to publishers than Twitter, LinkedIn, Reddit and Google+ combined.
There are also many instances where Pinterest has driven more sales than Facebook, which currently sits atop the social media mountain, so it’s clear to that Pinterest is an integral social media channel for retail brands.
It’s very easy for a brand to simply set up a few boards, pin some pretty pictures of their own products, achieve a few hundred thousand followers, dust their hands and walk away.
So which brands are doing something more than that and creating a deeper engagement via Pinterest?
While picking the brands to feature in our weekly social roundups I frequently focus on major global retailers or FMCGs such as Macy's, Coca-Cola or ASOS.
As far as I can recall, the only restaurant chain I’ve looked at so far has been McDonald’s so I thought it would be interesting to highlight one of its competitors.
Newcastle-based bakery chain Greggs obviously isn’t in quite the same league as Ronald and his crew, but it’s still an interesting case study in how a fast food chain can promote itself using Facebook, Twitter, Pinterest and Google+.
It's that time of the week again when we take a closer look at a major brand's social strategy and on this occasion I've chosen to examine Coach.
The luxury brand has a global presence so one would assume that it has a fairly large following on social platforms.
To find out, read on for more information how Coach uses Facebook, Twitter, Pinterest and Google+. This follows on from similar posts looking at Macy's, Red Bull, ASOS and Nike.
And for more information on the brand read our review of Coach's ecommerce platform, which it launched way back in 1999...
For the latest post looking at how major brands use social networks I’ve decided to nominate Whole Foods Market.
For those who aren’t aware of the brand, Whole Foods is an increasingly popular natural and organic food store with nearly 300 locations in North America and the UK.
Social media has been an essential part of the brand’s success, so it’s a great case study for other brands to try and learn from.
This post follows on from similar articles focusing on major brands including Walmart, Macy’s, Kroger, Starbucks and Nike...