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YouTube has become an integral part of the lives of today’s consumers. More than 2 billion people worldwide use the video platform every month. YouTube has the second largest reach of all websites after Google and is therefore larger than Facebook. In our country, too, the reach is gigantic and continues to grow steadily. But why are statistics alone not a good indicator and what can the effect of YouTube be on brand awareness and other brand KPI’s?
YOUTUBE STATS ALONE ARE NOT A GOOD INDICATOR
No wonder more and more brands are embracing YouTube as one of the regular channels within their media mix. YouTube is in fact very suitable for spreading your marketing message and generating a high reach (views), a lot of attention (viewing time) and an ongoing stream of new subscribers. However, this says little about whether your message actually gets across, how it is received by your target audience and what the effects of this are on your brand.
In other words: YouTube statistics alone, such as reach, attention and subscribers, are not a good measure to determine the impact of YouTube on your brand. But how do you determine YouTube’s impact? And what is that impact?
To determine the impact and effectiveness of YouTube on key brand KPIs, such as brand awareness, brand preference and purchase intent, we (Team5pm Labs) conducted a large-scale brand impact measurement in collaboration with Erik Kostelijk, Associate Professor of Marketing at the Hogeschool van Amsterdam and author of several market research and marketing books.
We conducted research on various types of video content from national and international brands, publishers and advertisers, such as GAMMA, ANWB, HP OMEN, PokerStars, De Telegraaf, Hyundai and Volkswagen.
To measure brand effects on YouTube, we use the Mind-Heart-Market share model. This model is based on the branding theory from the book Brand Positioning (Alsem & Kostelijk, 2016). The model represents the online marketing funnel: it describes the different stages that customers go through during their customer journey, and shows how the YouTube strategy impacts this customer journey.
In each phase of the funnel we determine the relevant brand KPIs to measure the effect of the YouTube strategy.
The research shows that YouTube has a positive effect on brand KPIs at every stage of the marketing funnel.
This research also looked at possible differences in brand effects between brand users and non-users. It makes sense in itself that people who enjoy buying a particular brand are also more likely to watch that brand’s YouTube videos, but the research shows that YouTube also has an impact among non-customers. Two key conclusions are:
#1) YouTube confirms and encourages customer loyalty.
In general, YouTube videos are watched more often by brand users than by non-users. This means that YouTube can play an important role in encouraging and promoting customer loyalty.
#2) YouTube is useful for acquisition
Non-users who watch branded YouTube videos, however, do score significantly higher on brand recall, brand preference and purchase intent. YouTube thus stimulates (hot) prospects and that makes YouTube also important for acquisition.
Conclusion: YouTube has a positive effect on brand KPIs
Our research shows that YouTube has a significant positive effect on brand KPIs, such as brand awareness, brand preference and purchase intent, at every stage of the online customer journey. In addition, YouTube is important for new customer acquisition and can play an important role in driving customer loyalty.
Want to know more about YouTube brand effect measurements? Then get in touch with us!
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