Having a good outreach with video ads is one thing, but keeping that engagement going with creative ads is another, as word of mouth about such ads can spread like wildfire across social media. And there are a number of companies that are quite good at it.
Adweek recently posted a story based on numbers reported by Networked Insights, measuring which industries were producing the most effective ads on YouTube. The report shows that tech, automotive and fashion industries are the most successful on the channel, based on data pulled from the first three months of 2015 (as well as other demographic data.).
Most of YouTube’s audience are made up of global and mainly male viewers, with less than a quarter overall reported to be female. However, despite lower numbers, female have a far more effective sharing input with other users than males.
As you can see from the first chart above, 80 percent of overall YouTube traffic comes from outside the U.S., across 75 countries in 61 different languages. It seems that, in the United States at least, sharing isn’t as popular as in other countries, where Japan shows a 2.2 times likely ratio of sharing videos.
That doesn’t mean companies aren’t thriving with video content, though. Gaming and mobile tech brands show dominance in the top ten shared brands across the world, with Microsoft’s Xbox division leading with 10.6 percent when it comes to branded conversation. Closely behind is Nintendo with 6.7 percent, followed by Apple, Android and Sony. Rounding out the list are the PlayStation brand, Ford, Wal-Mart, Aeropostale and SeaWorld.
Why is Microsoft dominating on the list with Xbox According to Networked Insights analyst David Porche, it’s a matter of understanding the audience. “Xbox content on YouTube focuses on forthcoming games and content users want to share. By selectively sharing trailers, Xbox capitalizes on existing excitement about new games and systems. While there are roundtables, how-to video and other types of videos, Xbox sticks with what works.”
Out of the brands that create the most resonating content, however, fashion is king, with 12.5 times the industry amplification. Tech is closely behind with 9.5 times sharing, followed by automotive (5.3 times), toys (4 times) and financial services (1.8 times). Meanwhile, retail, travel and CPG don’t show much growth at all.
How do fashion brands dominate According to the report, there are three bullet points.
-Create content that’s surprising but not necessarily funny
-Use envy to create interest and fuel desire
-Create a “cult of personality” among their target audience.
Said Porche, “Fashion brands create video content that shows the desired lifestyle of their audience and viewers connect and try to mirror that behavior. Sharing the fashion brand’s content on Twitter solidifies a viewer’s allegiance to a brand they see as desirable. Fashion video content that is surprising makes the viewer feel like they are in on a secret once they have finished the video.
“This type of content speaks to personality traits and beliefs with which their target audience identifies. The viewers then see the brand and feel a sense of belonging to it and want to show that connection to their social circle as a result.”