Monday, August 27, 2007

YouTube provides brand scorecard

The popularity of YouTube is undeniable. This promoted me to see if it could be used to rank major brands. While highly unscientific in some ways and slightly unreliable in others, I used the search engine in YouTube to see which major brands got the most clips when you search by their name.

The results were:

Brand Number of clips
Disney 224,000 <--- I guess they ought to have a lot of content!
Google 97,000 <--- they own YouTube...
Yahoo! 81,100
Apple 74,200
Microsoft 44,700
Coca Cola 34,400
Toyota 33,400
Nokia 27,700
McDonalds 22,000
GE 15,000
WalMart 10,600
Starbucks 7,200
Intel 6,280

Now this research took about 5 minutes and as you can probably tell was based on a list of brand names I pulled form an old Fortune article plus a few names I threw in. It wouldn't be hard to do some more detailed research using the YouTube site and search engine to get a sense of how many clips are appearing each day by brand etc. As it stands I can't find a way of seeing which brand has the most number of clips associated other than by trial and error. Perhaps YouTube could issue a press release with that data?

Anyway, for those people looking to help big brands with their marketing, it seems YouTube provides a pretty simple way to score companies. There are of course some difficulties and these relate largely to the way the search engines work. For example if you put in 'Ford' as a search topic you will get a lot of clips that have nothing to do with Ford Motor Company showing up. Conversely if you put in Ford Motor Company it will only list those clips where people took the trouble to tag the clip with the full name. So YouTube is far from perfect but once again we do at least have another quick and cost effective measurement tool available.

Just for fun I also checked to see what the numbers were like for the bigger PR firms. The results were:

Text 100 312
Edelman 295
Hill & Knowlton 18
BM 8
Weber Shandwick 4
Fleishman Hillard 2
Ketchum 2

As you can see, the PR agencies have some way to go to catch the big brands....

3 comments:

Chris said...

I have seen marketers use you tube to get their pages ranked in hte top 10 in just a few days.

One guy made several thousand dollars promoting a $7 report on how to use You tube by using Youtube itself to do the promotion.

There is no doubt if you're providing valuable content that this could be a profitable promotion medium.

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