Feedback

Digital news

Subscribe to industry newsletters


Press offices

Enquire about a press office
Bizcommunity has over 400 industry contributors and we always welcome further contributions and contributors.
Advertise with us
Advertise & RatesMy Account
Company press officeList company
Recruitment packagesSubmit job ad
Download ratecard

Digital news

Kings of Social Video

The first Goviral Social Video Equity Report lists the Top 100 brands in branded content in 2012. The report looks at how online video is being used by global brands as part of their marketing strategy.
Brands were audited based on volume, total views and engagement for content uploaded to YouTube, Vimeo and Facebook in 2012. Goviral then evaluated the quality, purpose, innovation and audience relevance before calculating the final social video equity score.

Half of the audited brands uploaded more than 50 hours of branded content this year, and the top five received over 50 million views. It's no surprise that Red Bull got the top spot, just ahead of Disney, Nike and Google. Red Bull clearly knows attraction beats distraction. To date, Red Bull have over 480 million views on their YouTube channel, so it's safe to say they are not uploading commercials and behind the scenes of those commercials.

Some brands pushed out dozens of hours of content, and yet have less than a million views to show for it. The list also highlighted that there were still brands struggling to navigate the waters of content marketing. Other brands have managed to harvest less than 100 subscribers on their main social channels from the content they have created in 2012.
Kings of Social Video
click to enlarge

Some of the Top 20 brands were:
  • 11 Apple
  • 12 BMW
  • 13 VW
  • 14 Nokia
  • 15 Mercedes-benz
  • 16 Burberry
  • 17 Intel
  • 18 Louis Vuitton
  • 19 Blackberry
  • 20 Toyota

The rankings highlight how companies who shake off an overly conservative, brand-safe approach to branded content tend to do better than those who don't.

"The results of Goviral's Social Video Equity Report prove that when it comes to branded content, fortune favours the brave", said Mads Holmen, planning director at Goviral.

"Brands like Red Bull, Old Spice and Nike are risk-takers, constantly disrupting what's expected to spark agenda-setting conversation. An effective social video strategy isn't about selling your product, but rather helping the consumer in a way that will, indirectly, reflect positively on your brand.

View the The Global Social Video Equity Top 100
    
 

About Jerome Mouton

34 South Media is a video content agency who specializes in producing branded content. We focuses on several key aspects of YouTube Marketing, the creation of engaging content, advertising campaigns and channel management. Since our inception we have created a wide spread of productions for Mnet. Contact jerome on jerome@34southmedia.co.za.
    LEGAL DISCLAIMER: This Message Board accepts no liability of legal consequences that arise from the Message Boards (e.g. defamation, slander, or other such crimes). All posted messages are the sole property of their respective authors. The maintainer does retain the right to remove any message posts for whatever reasons. People that post messages to this forum are not to libel/slander nor in any other way depict a company, entity, individual(s), or service in a false light; should they do so, the legal consequences are theirs alone. Bizcommunity.com will disclose authors' IP addresses to authorities if compelled to do so by a court of law.

    News