But this poses a problem: what is each streaming service’s share of voice among all their competitors, and why does it matter?

Share of voice on social video platforms not only helps SVOD marketing teams make more informed decisions, but also helps them build the case for doing promotional marketing beyond paid campaigns and trailers. But they can’t do this without first knowing their share. 

In a recent report about streaming services, we dove into this dilemma and discovered:

• Streaming services with the most views on YouTube were more likely to have the most paid subscribers.
• Different SVODs use different content strategies across social video platforms, with most moving beyond uploading just trailers.
• Earned content generates large percentages of views for top streaming services on Facebook in particular.

Let’s look at these in more detail:

YouTube Content = More Paid Subscribers

When it comes to social video content, YouTube is the place to be for streaming services that potentially want to attract more paid subscribers.

We found that investment into YouTube correlated with the success of SVOD’s paid subscriber bases. For example, Netflix claims 70% of views (6.2B total) across all streaming services content we measured, and it also boasts the highest number of subscribers at around 180M globally.

Takeaway: The top SVOD players see a correlation between volume of views on YouTube and paid subscribers. If you aren’t already, start uploading more YouTube content so you don’t miss out on your potential share of subscribers.

Don’t Forget to Think Beyond the Trailer

Finally, streaming services need to embrace the fact that trailers are no longer the only or preferred content format driving views on social video. In fact, different formats, such as music videos, comedian show snippets, and shoulder content like fireside chats are working incredibly well for different SVODs.

On YouTube, Disney+ leans on promotional movie compilations, which make up 98% of its views on that platform based on its top videos.

On Facebook, music/dance clips are a key format for Prime Video, with two videos featuring music from My Best Friend’s Wedding and Grease earning 50% higher engagement compared to the channel average. Additionally, Hulu relies heavily on shoulder content for Little Fires Everywhere, a format which makes up 93% of its owned Facebook content for that title.

Takeaway: Your SVOD social video strategy needs to be more than simply uploading trailers. Instead, you should treat your promotional efforts like a larger content strategy that integrates multiple types of formats to effectively engage and delight your show’s fans. 

Earned Views Boost SVODs’ Reach

Facebook provides another factor for helping SVODs reach more subscribers: earned content. In general, the top streaming services on Facebook in the first half of 2020 saw large percentages of their views coming from earned — not owned! — content.

As an example, Hulu saw over half of its total 476M views stemming from content predominantly released by media companies and press. In particular, Hulu’s The Handmaid’s Tale indirectly earned 21% of its Facebook views from media, with 4M of these views hailing from just two videos from NowThis Entertainment.

Takeaway: Not all content has to be generated by your SVOD company. Look for ways to make earned and user-generated content on Facebook work for you; for example, if media companies are bringing in millions of views for your shows, consider partnering with them to sponsor this content.

Want to know how you can claim your share of the streaming market on social video?

The post How Top SVODs Are Going Beyond Trailers to Fuel Subscriber Growth appeared first on Tubular Labs.

That date, the third Sunday in June, is the most popular time globally for Father’s Day to take place, adopted by nearly 100 countries from the United States to Greece, from Peru to Vietnam. But not all of the more than 200 countries that celebrate the holiday share the same date, or the same traditions.

Just like with Mother’s Day, brands also take this holiday as an opportunity to share heartstring-tugging social content that recognizes the contributions dads make to their families. Since April, brands and influencers hailing from regions like the United Kingdom, India, and South Africa have netted around 114.2M views for Father’s Day-focused content.

Some top insights from our findings:

• With 84.9M collective views, Facebook is the most popular platform for Father’s Day content. It makes sense: Facebook is where viewers connect with family members.
• Father’s Day is a global holiday, but the mood varies from sentimental to celebratory by country. Brands would do well to utilize market research in order to strike the right tone.

Related Read: Brand Videos Celebrate Mother’s Day With Laughs and Love

Here are some of the way brands around the world are commemorating the dad-centric holiday.

United States: Father’s Day

Father’s Day has been a staple on the American calendar since 1910. Its founder, Sonora Smart Dodd, was raised with her five siblings by William Jackson Smart, a single dad who also happened to be a Civil War veteran. After listening to a church sermon on Mother’s Day, she petitioned for there to be a similar holiday to celebrate fathers like her own.

Today, the United States’ version of Father’s Day has kept true to its heartwarming origins. Even now, emotionally-charged social content draws the most engagement. In the past 90 days, the top U.S. Father’s Day video comes from Hooray Heroes, a company that makes sentimental, personalized books to gift to dad. With 4.6M views and 33.1K engagements, it’s safe to say it’s making a lot of viewers cry happy tears.

Other top content takes a similarly moving tone. Roughly 2.5 million people cried alongside Tampa, Florida anchorman Josh Benson when he shared a video of a step-daughter asking her step-father to formally adopt her. For brands in the United States, tearjerker content comes out on top for a holiday made to generate those warm-and-fuzzy feelings.

Germany: Vatertag

Germany takes its version of Father’s Day very seriously. This public holiday is a day off from work for everyone, dad or not. Celebrated on a Thursday around the 40th day after Easter, the holiday fell on May 30 in 2019. It’s followed by a Bruckentag (bridge day) to ensure that for every German citizen, Vatertag is only the beginning of a four-day weekend.

Vatertag began in the Middle Ages as a celebration of God, the original dad according to the Christian religion. But over time, it evolved into a celebration of all fathers in Germany and developed an atmosphere that is more about partying with Dad than piety toward him. Edeka, Germany’s largest supermarket chain, published a cheeky video about children thanking Dad “because you aren’t Mom,” and generated 2.1M views.

Another top brand video comes from beer company Krombacher, which features a goofy dad creating what at first glance is a children’s wagon, but which is actually a beer cart — a move that got laughs from 132K viewers. These videos are successful because they underline the lighthearted, celebratory mood of the four-day Vatertag weekend.

France: Fête des Pères

France has never had any pretenses about its own take on Father’s Day, which has been a commercial holiday since 1952. A lighter brand called Flaminaire wanted to sell more of its products to male smokers and launched a large-scale advertising campaign depicting children buying lighters for their fathers on the third Sunday in June.

Today, the holiday continues to be a fairly commercial one. In the past 90 days, the top brand content for Fête des Pères comes from Gilette France, a razor blade advertisement with 238K views that is only seven seconds long but gets the gist across: time to buy Dad a holiday gift!

Other top videos come from Photobox France, a photography accessory depot; Cardhu, a whiskey distillery; and Electro Dépôt, which is sort of like Best Buy in the U.S. Brands use the lead-up to Fête des Pères to remind children that their shopping time is almost up.

Japan: Chichi No Hi (父の日)

Japan’s version of Father’s Day combines Eastern filial piety with Western consumerism in a holiday that originates with the United Kingdom’s influence on Japanese modern traditions. While young children may make origami crafts, adult children commemorate the day by buying Dad luxury goods like wagyu beef, fine whiskey, or department store products.

With 3.2M views, the most popular Japanese Father’s Day video comes from alcohol giant Suntory, which advertises Maker’s Mark as the ideal whiskey to give to Dad. “How about giving some nice whiskey on Father’s Day?” the accompanying tweet suggests.

Another top video is Kurushiru’s cooking tutorial for a luxurious beef dish for Father’s Day. Because of Japan’s limited farmland, beef is its most expensive meat. However, Kurishiru invites viewers to splurge on Dad’s special day.

No matter where you are in the world, all of these Father’s Day celebrations have that one person in common: though they may show it in different ways, this holiday is, at its core, about celebrating one of the most important people in many of our lives.

The post How Brands Recognize Father’s Day Around The Globe appeared first on Tubular Labs.

It’s no surprise that brands and media publishers are getting in on the fun as well. The Derby is an annual event that millions of Americans enjoy following, perfect for some positive publicity. Here are some of the brands and publishers celebrating the Kentucky Derby most visibly.

Related Read: 5 Brands and Publishers Capitalizing on the Game of Thrones Finale Frenzy

Tasty: Kentucky Derby Bourbon-Pecan Cheesecake

Lots of people anticipate the Kentucky Derby, but few actually make the trip to Churchill Downs. Instead, they’re hosting Derby parties in their own living rooms.

Tasty, Buzzfeed’s bespoke cooking brand, capitalized on this trend with a delicious cheesecake recipe that utilizes Kentucky bourbon as a key ingredient. Their prediction paid off; with more than 7M views, this recipe video was the most-watched piece of Kentucky Derby content of this past year.

Apparently filmed in portrait mode on a phone camera, this simple video shows that publishers don’t need to have the most sophisticated setup in order to create viral content. Better yet, Tasty changed the name of the video after the Kentucky Derby was over to simply “Pecan Pie Cheesecake” in order to give it staying power long beyond the main event.

Takeaway: DIY content that allows viewers to bring a trending event into their own homes can do numbers. Plus, never underestimate the power of yummy-looking baking on screen.

NBC Sports: 2018 Kentucky Derby Alpaca Race

It’s not only gambling enthusiasts who anticipate the Kentucky Derby. Any time there are horses involved, you’re sure to garner the attention of animal lovers of all sorts. So when a Kentucky alpaca farmer decided to do a trial run of the Kentucky Derby using her fleecy, stubby-legged charges, NBC Sports made sure to be there with a camera.

The result? A goofy, chaotic alpaca dash that’s more like a parody of the Derby than a prediction. But with nearly 5M views since May 2018, this silly race was actually viewed more times than the footage of the Kentucky Derby itself!

It’s a reminder that since the Kentucky Derby is an entertainment event at heart, that’s the same tone publishers ought to follow with their Derby-related content. There’s nothing educational or even slightly informative about this alpaca race, but we dare you not to watch the entire fluffy extravaganza.

Takeaway: There’s a reason cat videos have taken off online: people are drawn to content that features cute animals. Essentially, video doesn’t need to be about a hard-hitting subject to be popular; sometimes, the combination of entertainment and cuteness is more than enough.

The Tonight Show Starring Jimmy Fallon: Puppies Predict the 2018 Kentucky Derby

Once again, cute animals take the day when it comes to Kentucky Derby content. Just like the alpaca video, this Tonight Show clip stars fifteen golden retriever puppies, each representing a Derby horse, as they inelegantly gallop toward a giant trough of tasty kibble. This race is even shorter than the Derby itself but still has the live audience aww-ing with puppy love.

There are a few factors at work to make this video one of the three that is more popular than the actual Kentucky Derby video. Part of the reason it climbed to two million views between May 2018 and April 2019 is that, as thoroughly analyzed above, people love animal content.

Another consideration, however, is that this video is part of a content series. The Tonight Show has been running “Puppy Predictors,” unscientific puppy trials of popular sporting events, for years. Now, their audience knows to anticipate this feature just as much as the Derby.

Takeaway: If your brand lands on a popular concept (and cute animals are always a great guess), why not make it a series to retain an audience over time? Grouping them all into a playlist is a great way to guarantee repeat views on your channel.

Audible: “Selfies are hard with hooves.”

One of the quirks of the Kentucky Derby is that each racehorse is sure to have an unusual name. In 2018, audiobook publisher and perennial podcast advertiser Audible lucked out when one of the competing horses turned out to literally have the same name as their brand. The company quickly recognized this gift (horse) and got to work creating a commercial.

Audible’s commercial features Audible the horse as compared to Audible the company. While Audible the horse isn’t great at social media, “his” attempt at a selfie feeds into our human impulse to coo at animals acting like people.

If the cuteness factor isn’t enough, Audible also tied the horse’s win to a free download of the racehorse-related bestseller American Pharoah. These elements combined led to 904,000 views in the past calendar year.

Takeaway: Sometimes an event advertises your product or service without you even trying! Brands ought to scan the names of Derby participants to see if there’s a tie-in between a horse’s name and a product — or even a feeling — that they’re trying to advertise.

The post How Brands and Publishers Saddle Up For the Kentucky Derby appeared first on Tubular Labs.

The move is a smart one. Tentpole events, such as the series finale of a long-beloved TV show, are perfect opportunities for brands and publishers to spread their messages and reach more eyeballs, all while riding the wave of the event’s popularity.

When we dug into Game of Thrones videos (aka GoT) uploaded since January 2019, we found some of the most-watched content hailed from social accounts unrelated to the hit show or its parent property HBO. Instead, several brands and publishers created their own clips inspired by the show; in fact, four of the top five videos are from non-Game of Thrones accounts!

Brands and Publishers Debut Their Own Game of Thrones Finale Videos

Here are five notable examples of brands and publishers getting in on the hype around the Game of Thrones finale in a very smart way. Also included with each example is a key insight into how others can mimic these tentpole strategies. Let’s dive in!

It’s Craft Time: Casting a Brass Dragon Egg

Jellysmack property It’s Craft Time boasts the 2nd most-watched Game of Thrones clip since the start of this year with this February release of a DIY-er making a dragon egg out of melted brass. Sitting at a pretty 53.6M views, the clip is just 900K views behind the season 8 trailer released by the Game of Thrones YouTube channel. That’s an accomplishment for a publisher with no official ties to HBO or its hit TV show!

Takeaway: DIY, craft-based, and creative content related to a beloved pop culture phenomenon can resonate deeply with the right audience. Also, we chatted with Jellysmack about its success with digital video — check out the webinar here.

People Are Awesome: Featuring Real-Life Game of Thrones

A part of the Jukin Media network, People Are Awesome also placed in the top 5 most-viewed Game of Thrones clips to date this year. The digital publisher chose to stick with its theme of people doing incredible things, and, in early March, released a video full of skilled knife- and blade-handlers chopping up basically anything put in front of them. With 35.9M views, it’s currently the fourth most-watched Game of Thrones-related video of 2019.

Takeaway: It’s hard for viewers to pull their eyes away from impressive demonstrations of talent and finesse. Consider working in amazing feats from people around the world into video marketing surrounding a tentpole event.

Funny Memes: Making a Woman Mad, GoT-Style

Most video memes copy the fast-hitting messages of their image brethren by keeping durations short. Not this Game of Thrones-themed video uploaded in March by Funny Memes, which clocks in at a solid 3 minutes. The topic? A humorous take on what happens when you call the wrong woman the B-word, featuring the wrath of lead character Daenerys Targaryen. The video placed #5 with 34.4M views, claimed a solid 30-day view count of 32.6M, and was #8 in terms of overall engagement at 497K (when humor hits home, it hits home hard).

Takeaway: Humor is almost always a sure way to get a reaction out of audiences around the world, especially when it’s tied to a well-known piece of entertainment, acting talent, or tentpole event.

Craft Pop Plus: Creating a Glass Dragon Eye

Kudos to Jellysmack for getting in on the Game of Thrones finale hype early! The digital media giant appeared for a 2nd time in the top 20 most-viewed GoT clips since January for a clip from its Craft Pop Plus property. Back in early February, the publisher uploaded a 3 minute-long video capturing the creation of a glass dragon eye, which is now the sixteenth most-viewed Game of Thrones clip of 2019.

Takeaway: As noted earlier, crafts impress viewers who have an affinity towards the featured item or topic.

Mountain Dew: Recreating the Game of Thrones Theme Song

Beverage brand and HBO partner Mountain Dew displays how to do tentpole event video marketing correctly with its rendition of the Game of Thrones main title, released on April 2. Claiming 5.2M views and landing in the top 30, the video features a wide range of sports stars and musicians singing the theme song, all in a cappella right up until the last few seconds.

Takeaway: When brands have a big enough budget to enlist well-known celebrities, the ensuing content featuring them will likely pull in lots of attention. Pair this with a tentpole event, and you’ve got a winning digital video strategy.

The post 5 Brands and Publishers Capitalizing on the Game of Thrones Finale Frenzy appeared first on Tubular Labs.

For example, the Barbie brand celebrated its 60th birthday this year, but when it comes to the doll’s online video persona, 60 is the new 4.9 billion! That’s the total number of video views Barbie has hooked to date across her official global social video channels.

In our 2018 Tubular Awards, Barbie manufacturer Mattel landed at #5 across the most-watched brands on video platforms, taking in 1.5 billion views for the year. (Interested in learning how the brand was able to do this? Download our webinar to find out!)

Here are three main takeaways other brands need to consider:

• Millennials are key: If you’re getting a lot of engagement from millennials on Facebook in particular, aim to cater the content to both them and their children for that platform.
• Eyeballs await on many platforms: Though Mattel doesn’t transfer its whole YouTube Barbie library over to Facebook, it does transfer over videos that are resonating especially well.
• Know your social channels: It’s important to track the viewing habits of your social channels and accommodate video length accordingly. On Barbie’s YouTube channel, the most views (3B total) come from videos of 2-5 minutes long. On Facebook, the most views (41.3M total) come from shorter videos of 1-2 minutes each.

Now let’s dive in…

The popularity of Barbie videos appears to have a ripple effect on sales.

“It truly has contributed to our bottom line in a big way,” said Quiroga. In 2018, Barbie’s global sales reached a five-year high, surging 14 percent from the year prior, which Mattel attributes to a positive perception of the brand.

“We see the power of video and content for our particular audiences and the proof is in our overall sales and our brand-affinity lift,” Quiroga said.

Top 10 Most-Viewed Barbie Videos of All Time

Unpacking Barbie’s Social Video Strategy: How Video Helped Facilitate Barbie’s Extreme Makeover into Girl-Power Icon

After decades of criticism from women’s rights groups for Barbie’s supernatural body proportions which reportedly spurred a dip in sales, Barbie has reinvented herself into a female-empowerment icon. And when it comes to this brand identity, video has become the vehicle through which Barbie can talk-the-talk and walk-the-walk.

“Barbie’s purpose is to unlock the unlimited potential in every girl,” said Quiroga.

Of Mattel’s more than 10,000 Barbie videos to date:

• Most videos were uploaded to 8 different YouTube accounts, where most of Barbie’s views also come from.
• Barbie on Facebook pulled in the highest 30-day engagement rate at 1.7x (0.7x higher than the average engagement rate on the platform).
• Out of the top 10 most-watched videos across official global Barbie social video accounts, one is a product demonstration (#2), one is an ad (#10), and the rest are all animated shorts and entertainment.
• Mattel is also a big proponent of user-generated content (UGC) from Barbie fans. “We love UGC. It’s just extra eyeballs for our brands. It’s a huge driver of our sales,” said Quiroga.

Some of the brand’s key video launches include:

Barbie Vlogger

In 2015, Mattel launched Barbie’s Vlog, with weekly video entries running 1-4 minutes on its Barbie YouTube channel which boasts more than 6M subscribers. The Barbie vlogger is a top girl influencer on YouTube with more than 110M views.

In the vlogs, Barbie addresses issues from self-acceptance to bullying, profiles historical female leaders, and dazzles with DIY craft videos and assorted challenges like the “Ken Does My Makeup Challenge” (which drew in 49K engagements).

The brand’s video messaging marks a 180-degree shift from Mattel’s 1992 Teen Talk Barbie. Mattel was criticized by a national women’s group after early models of the doll said “Math class is tough.”

Fast forward more than 15 years later, and Barbie vlogger has a very different attitude towards the subject: “Math makes imagination real,” Barbie said in a June 2018 vlog profiling math and space pioneer Katherine Johnson.

Barbie Video Campaigns

Three recent video campaigns addressing female empowerment are among Mattel’s top online performers, inspiring notable viewer engagement. The ads galvanized plenty of brand awareness and further positioned Barbie as a symbol of sisterhood.

Barbie’s Imagine the Possibilities Ad: In this 2015 spot, girls imagine themselves in professions that defy stereotypical gender roles. Overall, this ad clearly struck a chord with Barbie fans.

In addition to showing up in Barbie’s top ten most-watched videos of all time (#10), and also claiming the highest 30-day average views, the Facebook version of the ad also made an appearance at #10 in the most-engaged list. The ad clocked 25.8M online views (as of April 10, 2019) and helped lift the brand’s affinity scores, according to Mattel.

“Barbie | #MoreRoleModels” Campaign: To mark 2018 International Women’s day, Barbie released 17 dolls to their Sheroes line, modeled after a diverse group of inspiring women including Frida Kahlo, NASA scientist Katherine Johnson, and snowboarding champion Chloe Kim. The goal: to remind girls that they can be anything they want, according to Mattel.

For the video campaign, Mattel uploaded a GIF-format video to Facebook showcasing photos of several Sheroes with their matching dolls. The GIF upload earned Barbie its highest 30-day engagement rate in history: a 10x+ engagement rate (10x higher than the average engagement rate seen on Facebook videos!).

This engagement shows there is demand for conversations about Sheroes. Moreso, it indicates an appetite for video of diverse role models as they are more reflective of today’s consumers. 55% of dolls sold in 2018 were diverse dolls, according to an Adweek interview with Mattel’s Senior Mattel VP Lisa McKnight.*

The Dream Gap Project: In 2018, Barbie launched a multi-year initiative to close the dream gap, a phenomenon in which girls, by around age five, stop believing their gender can do or be anything.

The concept resonated most in the Spanish-speaking video space. The October 9, 2018 Spanish-language video about the project entitled “Barbie Brecha De Sueños” saw Mattel’s highest 30-day view count. The video received 11.4M total views, 10.3M of which were in its first 30 days.

It’s a clear indicator that it’s prudent for video properties to translate content into multiple languages as some themes may be more dynamic in global markets.

For Online Video, Figure Out “What Your Audience Is Obsessed With”

Product trial videos are among the highest performers in the Barbie space. The most-watched video of the last 3 years –“The Interactive Barbie ‘Hello Dreamhouse’ at Play” from November 23, 2016 — had 54.7M views and 104K engagements.

“The market was asking for a more authentic, close-up approach to what products look like — how you play with products and how you tell stories with products,” said Quiroga.

When it comes to strategy, Mattel’s video team has a clear approach: see what formats stick and scrap what doesn’t. One of the early adopters of Tubular, Mattel has used the data-intelligence platform to do just that.

“It really just comes down to the audience data,” explained Quiroga. “When [videos] resonated, we supported them and when they didn’t, we went back to the drawing board and figured out what formats our audience loves.”

For the Barbie brand, different video types have different temporal impact on sales.

“Girls playing with product is a big contributor of short term sales,” Quiroga said. For example, Barbie’s Hello Dreamhouse was among the top-selling products for Mattel in the 2016 holiday season, following the November release of the product-testing video. According to Mattel forecasts, a Barbie Dreamhouse (which comes in a variety of models) is sold every two minutes.

Whereas for Barbie’s animation properties, like Life in the Dreamhouse (#5 on most-viewed videos) and Barbie Spy Squad Exclusive (#4), such content contributes “to our long-term sales because it’s truly building brand affinity and giving more of a voice and a storyline and building up characters,” explained Quiroga.

For Barbie products, video engagement is also an important indicator in long-term sales performance. The level of “engagement broadens our share of voice and brand footprint which by year’s end translates into sales,” Quiroga said.

Top 10 Most-Engaged Barbie Videos

To Drive Engagement, Know Your Audience Segments and Cater Content To Them

Out of the top 10 most-engaged videos across official global Barbie social video channels, six are in languages other than English, including Spanish, Portuguese, and Italian, showing an international demand for Barbie content. While English-based videos have pulled in 2.1B views globally all-time, Spanish is second with 618M views globally.

Princess & The Popstar Official Music Video, which launched in February 2015, is the most-watched and engagement-generating of all Barbie videos with 77.6M views and 200k engagements. The music video, which features a song harvested from the 2012 Barbie movie by the same name, appeared to generate nostalgia for millennial viewers. In YouTube comments, many of these audience members detail memories of watching the flick when they were children.

For Barbie and other enduring kids’ brands, the millennial stan (aka superfan) is definitely a thing. In the case of Barbie videos, viewers who identify as age 20+ call the content their “guilty pleasure,” and confess that they “just can’t stop watching.”

Though this millennial engagement may not translate into sales immediately, it could have a potential impact on brand growth. The nostalgia can be harnessed as millennials eventually revisit the content with their own children and make purchasing decisions on their behalf.

Will Mattel direct more content at these Yarbies (young-adult fans of Barbie)? Time will tell.

Interested in learning more about how Mattel revitalized Barbie through social video?

Related Reading:

• Barbie and Hot Wheels on social video: an interview with Mattel

* Source: https://www.adweek.com/brand-marketing/how-barbie-has-changed-since-her-debut-almost-60-years-ago/

The post What Brands Can Learn from Barbie’s Social Video Success appeared first on Tubular Labs.

• In the past 90 days, Marie Kondo content has generated 69.3M views on Facebook.
• 40.8M of those Facebook views are for media publisher uploads.
• On YouTube, 68.4M views have been generated in the last 90 days.
• 20.4M of those YouTube views are for media publisher uploads.

The KonMari Craze is Sweeping Over Social Media

If you are a Netflix subscriber or follow trending video content on social platforms, you’re probably aware of Marie Kondo and her organizational approach to domestic harmony. It revolves around the concept of discarding any object that doesn’t doesn’t “spark joy,” essentially forcing the homeowner or renter to cherish what they have and let go of any object that doesn’t light up their heart.

Although the KonMari method focuses on the home, much video content has been created that applies to KonMari-ing inboxes, social media feeds, and other aspects of life. Of course, some of the top-performing videos feature Kondo herself, almost always released by media and entertainment publishers (which we’ll explore in a bit). Influencers are also getting in on the KonMari trend with their own closet clean-outs or decluttering sessions. However, brands have only pulled in 4.6M views on KonMari content over the last 90 days, which seems like a hugely-missed opportunity for them to get in on this trend and gain some notice while viewers still care about getting organized (cleaning product brands seem like a natural fit here, as would storage solutions companies, for example).

It’s a broad trend to be sure, so we focused on measuring uploaded video content from the last 90 days that focused on buzzwords for the trend, including words like “konmari,” “marie kondo,” “spark joy,” “minimalism,” “clean with me,” and “tidying up.” Let’s take a look at how this content has performed on Facebook and YouTube in the wake of Kondo and the decluttering she has inspired.

Facebook Media Publishers Generated 40.8M Views in 90 Days on KonMari Content

In the past 90 days, Marie Kondo-related content has generated 69.3M views on Facebook.

Separated by type, 40.8M of those Facebook views are for media publisher uploads, 23.2M views are from influencers, and 4.6M are from brands. For media companies, the top eight properties generating millions of views for KonMari content are:

1. BuzzFeed (5.1M views)
2. Hearst Corporation (4.2M)
3. WarnerMedia (4.1M)
4. Ellen (3.7M)
5. Warner Bros (3.7M)
6. Netflix (3M)
7. Netflix Brand Pages (3M)
8. Hearst (2.6M)

Of the 40.8M views generated by media and entertainment publishers, 18.1M views were for video content around the trend that lasted between 2 and 5 minutes. The most-viewed media publisher upload was this highly entertaining clip from Ellen which generated 3.7M views. The video challenges Kondo to clean up one of the Ellen production offices, offering a massive earned media opportunity for both Kondo and Netflix:

Netflix Generates Most KonMari Views on YouTube

On YouTube, 68.4M views have been generated for Marie Kondo related content in the last 90 days. Roughly 20.4M of those views are for media publisher uploads, 46.6M views are from influencers, and 226K are from brands. For media companies, the top eight properties generating millions of views for content around the trend are:

1. Netflix (4.1M views)
2. MsMojo (2.4M)
3. The Late Show with Stephen Colbert (1.4M)
4. Jimmy Kimmel Live (1.4M)
5. Good Morning America (1.1M)
6. Ellen (778K)
7. Apartment Therapy (486K)
8. Good Housekeeping (377K)

Of the 20.4M views generated by media and entertainment publishers, 4.6M views were for video content around the trend that lasted between 5 and 10 minutes. On YouTube, the official Netflix trailer for the series generated the most views with 2.4M views:

The post How KonMari Content is Sparking Joy on Social Video appeared first on Tubular Labs.

After years under the mainstream radar, the show’s fierce fanbase has pushed Drag Race to the forefront of pop culture. Lead judge RuPaul Charles, as well as the 126 contestants who have participated in seasons 1 to 11 are now fully-fledged social media stars in their own right. Media and entertainment publishers are also uploading content around the queens and the Emmy Award-winning show to capitalize on public demand for Drag Race news and content.

RuPaul’s Drag Race: Spilling the Tea via Social Video

Drag has always been a vitally-important, if not always acknowledged, influence on popular culture. RuPaul’s Drag Race was one of the first entertainment reality shows created exclusively around drag queens with each episode featuring fashion or artistic challenges, themed catwalks, and lip sync battle royales. Contestants compete to become “America’s Next Drag Superstar,” a title that carries a $100,000 cash prize and unparalleled media exposure.

Such is the popularity of the show, officially-uploaded social video content is serving as a marketing powerhouse. In the last 12 months, official Drag Race content uploaded to YouTube has generated 73.1M views, and 47.5M views on Facebook from properties owned by Viacom (which just earned a Tubular Award for being the 10th most-watched global media property in the world!), and operated by VHI, RuPaul’s Drag Race, and Logo.

The first 8 seasons of the show were aired on Logo, a channel devoted to programming for LGBTQ+ audiences, before moving to VHI in 2017. Both cable channels are owned by Viacom, and their digital properties show clips from broadcast footage plus compilation videos and spotlights on different queens

The most-watched official upload to Facebook in the last 365 days is the “Best of Vanessa Vanjie Mateo” with 2.8M views. Miss Vanjie was knocked out in season ten but immediately became a firm fan favorite and is returning for a second chance on season 11:

Official clips from the show are published to the digital properties of Viacom owned VH1 and Logo, but the production studio behind the show is also incredibly active when it comes to promoting Drag Race content. In the last 12 months, WoWPresents, which launched the show on Logo back in February 2009, has uploaded 520 videos to YouTube generating 78M views and 2.5M engagements. The most-watched clip features Drag Race legends Trixie Mattel and Katya Zamolodchikova spilling the tea on a variety of subjects. The YouTube upload has generated 1.6M views to date:

The Most-Viewed Drag Race Videos to Date

Despite its current popularity, Drag Race started small on a niche cable channel. Although RuPaul was a celebrity in his own right back in 2009, nobody could have imagined just how much mainstream attention the show would eventually garner. In the past 10 years, it’s become a global phenomenon with spin-offs in Thailand and soon in the UK, and has a number of primetime Emmys and other awards under its belt.

Media and entertainment publishers are also pulling in huge views on YouTube and Facebook for content around the show, the judges, and the contestants. The top five most-watched videos published by media companies to YouTube in the last 12 months are:

1. The Final Four Perform ‘American’ | RuPaul’s Drag Race Season 10 (VH1 – 3.4M)
2. Top 10 Cringiest Moments from RuPaul’s Drag Race (MsMojo – 3.1M)
3. ‘Category Is…TBT’ ft. Peppermint, Sasha, Trinity & Shea (VH1 – 2.4M)
4. Top 10 Craziest Fights on RuPaul’s Drag Race (MsMojo – 2.3M)
5. Cher: The Unauthorized Rusical ???? | RuPaul’s Drag Race Season 10 (VH1 – 2.0M)

The top five videos published by media companies to Facebook in the last 12 months are:

1. Miz Cracker Makeup Transformation (Cosmopolitan – 7.2M)
2. Aquaria Makeup Transformation (Part 2) (Cosmo Queens – 5.1M)
3. Miz Cracker Drag Queen Makeup Tutorial (INSIDER Presents – 4.8M)
4. RuPaul’s Drag Race Cards Against Humanity is here! ???? (The Hook – 4.2M)
5. The Best of Vanessa Vanjie Mateo (RuPaul’s Drag Race – 2.8M)

If you love seeing how traditional TV networks use video marketing to drive interest around their shows and properties, check out how NBC continues to nurture its fan base for The Office via social video six years after the show ended!

The post With Millions of Views, RuPaul’s Drag Race Is the Queen of Social Video appeared first on Tubular Labs.

When we looked at the top-performing videos from both CES 2018 and last week’s event, we found a few key factors which seemed to drive their success, both in terms of the number of views and number of engagements. Here’s what brands should keep in mind as they start preparing for next year:

Creators Are the Main Attraction in Pre-CES Videos

Several videos were uploaded to various social video platforms pre-CES, but surprisingly not by brands. In fact, while brands clearly have center stage each year, the handful of most-watched CES 2019 videos that were uploaded before the event included a solid representation of individual creators and independent channels.

Out of the top ten most-watched CES videos from 2019 as of January 7, five were from creators from countries like the United States, South Korea, and Brazil. Cars, smartphones, and computer parts were key themes discussed, including an AMD processor which some creators are claiming will cause a stir at this year’s event. Creator videos also boasted the highest average 3-day views (V3) at six out of the top 10 videos, as well as highest average 3-day engagement rates (ER3) at 10 out of 10 videos of CES videos through January 7. And this comes as a surprise, but only one of these videos was sponsored, which seems like a major opportunity for brands to embrace!

Clearly, creators can make a huge impact pre-CES; it’s only logical, then, for brands to consider partnering with them for pre-CES content. While lots of brands are doing this already, it doesn’t seem the auto industry is taking hold of the opportunity they have to work with creators on sponsored content. Three of the top ten most-watched clips for CES 2019, for example, are from Nissan and Kia, but they don’t involve creator partnerships. Auto brands, along with the other tech companies at CES, should definitely consider creating hype before next year’s CES by teaming with like-minded creators who bring with them engaged audiences and loyal followers within the auto brands’ target markets.

Product Videos Soar When Pre-Recorded

That’s right — despite CES being a big attraction for the launch and demonstrations of new tech products, the videos of products that performed best from both 2018 and 2019 were by and large pre-recorded, scripted clips. Consumer tech giant LG, for example, boasted six out of the top ten most-watched videos from last year’s event; out of these, five were pre-recorded product launch videos, which ultimately feel more like long-form ads or product guides than demos. The only LG video which wasn’t completely filmed in advance still combined shots from a live smart home demonstration on the ground at CES with pre-made creative, such as text layovers and clarifying animations.

Motor brand Kia also found success this year with a format suited to post-event viewing instead of live demos. An animated short about the car company’s emotive driving technology was uploaded in both Korean and English, and both landed in the top ten most-watched clips from CES 2019 to date. And last year, two of Kia’s videos were shot at CES but later edited into compilations of attendees’ reactions to the event and of attendees’ predictions about the future of car tech; these both landed in the top ten in terms of their average 3-day view counts (V3). In a similar vein, LG’s clips also boasted high V3 rates, supporting our theory that consumers don’t want to see recordings of live demonstrations but would rather throw their attention to more evergreen, pre-recorded formats.

Computer Parts Fans Provide Best Engagement Rates

While videos from various brands and media companies pulled in the most engagements from CES 2018, the brand that really stood out above all was NVIDIA, a tech company which produces computer graphics processors. The brand’s CES 2018 videos in particular dominated engagement rates — the top ten videos from that event with both the highest ER3s and the highest ER7s were all uploaded by NVIDIA or its GeForce YouTube channels! Every single one of these clips boasted incredible engagement rates of more than 10x, ten times higher than the average baseline rate on YouTube. As for 2019, NVIDIA boasts three of the top ten most-engaged clips to date.

So what style or format were these videos? Unlike the teaser-style and pre-recorded clips we noted above, most of NVDIA’s CES 2018 content was interviews, event coverage, and giveaways. This tells us that computer aficionados in particular don’t care so much for a quick glance at upcoming tech; instead, they want CES videos to help them understand the value and ins-and-outs of anticipated products, as well as earn a chance to win the products themselves. For computer parts brands looking to reach their fans every CES, it will be easier to get their attention and harness their high levels of engagement by creating informative, in-the-know content they can’t help but talk about and share with their friends.

In summary, brands attending CES 2020 and beyond can do quite a bit to ensure their online video strategies surrounding the event are successful. First, any brand interested in creating engagement with and reaching PC consumers needs to consider what they like best — namely, information-heavy videos. Second, they can create teaser-like, pre-recorded launch content instead of focusing on live streams of demonstrations and launches. Finally, don’t forget to leverage the power creators and influencers bring to the table, as they can help brands round out their CES social video strategies with a discerning yet fully excited eye.

The post How Brands Can Create Killer Social Video For CES appeared first on Tubular Labs.

We took a look at how the awards performed online for uploads from media and entertainment publishers. Videos uploaded to the main social video platforms between the 6th and the 9th of January 2019 were measured by V3 (average views after three days of publishing) to ascertain which digital-first and legacy broadcaster publishers created the most views and engagement around their Golden Globes video content.

76th Golden Globes Video Highlights

• 17M YouTube views were generated by media and entertainment publishers between the 6th and 9th of January 2019.
• NBC generated the most views on YouTube with 3.2M in four days.
• NBC claimed two of the five most-viewed Golden Globes videos on YouTube.
• NBC also claimed two of the five most-viewed Golden Globes videos on Facebook.
• The average engagement rate for video uploads was 1.5x, which is above the platform average.
• On YouTube, the most-viewed entertainment content around the event lasted between two and 10 minutes.
• On Facebook, the most-viewed entertainment content for the awards lasted between 30 seconds to one minute.

Golden Globes: Most-Viewed Media Publishers on YouTube

The Golden Globes, hosted by the Hollywood Foreign Press Association, is presented annually for outstanding achievement in film and television. Perhaps unsurprisingly, Golden Globes host NBC drove the most online video views for content around the event; the broadcaster does, after all, own the rights to the show. Overall, NBC generated 3.2M YouTube views in four days, averaging 575K views per video, but was closely followed by NBC-based superstar, Ellen, whose videos generated 2.6M YouTube views. While NBC uploaded 29 videos in the 4-day time period, Ellen only uploaded two.

In 3rd and 4th place were Entertainment Tonight and ET Canada, both CBS properties who drove a combined 1.8M YouTube views in four days. Entertainment Tonight generated the most online video views for uploads to YouTube with this 16:30-minute recap of the event, although host NBC drove two of the five most viewed uploads to YouTube.

Top 5 Most-Viewed Golden Globe Videos: YouTube

1. Golden Globes 2019: Recapping The Biggest Moments – Entertainment Tonight V3 840K
2. Sandra Oh and Andy Samberg Monologue – 2019 Golden Globes – NBC V3 835K
3. Lady Gaga Joked About At Golden Globes – ET Canada V3 398K
4. Kalen Reacts to Golden Globes – The Ellen Show V3 351K
5. Rami Malek Wins Best Actor, Drama – 2019 Golden Globes – NBC V3 315K

Golden Globes: Most-Viewed Media Publishers on Facebook

The Awards also did well on Facebook for entertainment and media publishers with 30.4M video views in four days. Once again, NBC and Ellen topped the list of most viewed Pages with the broadcaster driving 3M views, and the talk show host attracting 2.9M Facebook video views.

However, digital-first publisher NowThis Entertainment claims the #3 position for most viewed Golden Globes video content with an impressive 2.1M views in four days from 10 published videos. And while NBC took the #1 and #4 spots for the most-viewed videos around the awards, BuzzFeed’s As/Is upload around the event had the second-highest most views. Viewers also tuned in to E! News to catch up with the looks and style of of those walking the red carpet on January 6th. Here are the top five most-viewed Facebook videos by V3:

Top 5 Most-Viewed Golden Globe Videos: Facebook

1. The Golden Globes are on NBC Tonight! – NBC – V3 2.8M
2. Sir John And Essence Discuss Golden Globes 2019 Looks – As/Is V3 411K
3. We’re Live From the E! Red Carpet at the Golden Globes – E! News
4. Lady Gaga Interview on the 76th Golden Globes Red Carpet! – NBC V3 195K
5. Lady Gaga Interview on the 76th Golden Globes Red Carpet! – Golden Globes V3 163K

The Golden Globes kicked off the Hollywood awards season leading to the Oscars, where nominations for the February ceremony will be announced on Jan 22. Stay tuned for more insights around the Academy Awards from Tubular!

The post These Broadcasters Pulled in the Most Golden Globes Video Views appeared first on Tubular Labs.

Jimmy Fallon’s late night team made an incredibly smart marketing move last week. The team combined two very popular topics in online video right now (K-pop music and the Epic Games title Fortnite) by booking the famous Korean band BTS and having them participate in the viral Fortnite dance challenge where members had to mimic the moves of characters from the popular video game.

While this decision clearly reveals NBC’s close attention to some of the biggest trends in the world, the result was also some indirect but incredibly powerful marketing for Fortnite. And that’s partially why the Epic Games title has seen such explosive success: disruptive marketing.

In many ways, Fortnite marketing has ignored the way the video game industry traditionally handles marketing. Cultural- and fan-led content has driven massive interest in the title without Epic Games having to do much of anything. Plus, instead of relying solely on teasers and trailers for upcoming video game titles, the game publisher has taken a decisively more involved approach to its social video strategy.

We have the facts to prove it, too, thanks to Tubular’s new Q3 2018 State of Online Video (SOOV) report. Here’s what we discovered about the unique Fortnite marketing strategy!

Fortnite Marketing Reaches Beyond the Gaming Industry

Back in April, I covered the incredible viewership Fortnite videos were receiving on platforms like YouTube and Facebook. Even then, I knew something was “up” about the way the game was gaining traction both inside and outside gaming circles. Why? Because out of the ten videos I covered, seven of them had nothing to do with gameplay content or trailers; they were all about funny moments, fails, and Fortnite-related challenges IRL. Basically, user-generated content and ideas were becoming one of the most-watched forms of Fortnite videos.

Sure enough, as revealed by Tubular’s Q2 SOOV report, Fortnite fails became one of the hottest trends in the first quarter of this year, pulling in an astounding 726 million views on YouTube alone. We discovered that these videos were crossing into genres including people & vlogs as well as entertainment; essentially, the renowned video game was appealing to both gamers and non-gamers alike, a feat which many video game publishers would kill to achieve themselves. And Epic Games did no traditional marketing to earn this attention for their game — the publisher basically sat back and watched the views flow in!

Now we’re onto our Q3 SOOV report, which indicates this trend of non-traditional Fortnite marketing is still going strong. Specifically, the Fortnite dance challenge, now known as the FDC, is driving millions of views across social right now (it’s no wonder Fallon included it on his show). This challenge pulled in 629 million views on YouTube across roughly 33K videos and 8 million views on Facebook from 222 uploads. The clips definitely didn’t stick to the gaming category, either; like we found earlier this year, the Fortnite dance challenge is easily crossing into genres including kids’ entertainment, general entertainment, and even sports.

The FDC clip below pulled in 72.5 million views on its own. After its upload, the clip saw about 8 million views by in its first three days, and it only continued to gain popularity after that, hitting 40.3 million views in its first 30 days of being online in Q2 2018. What better Fortnite marketing could Epic Games ask for with all these viral sensations? It’s the equivalent of social word-of-mouth!

Even Traditional Marketing Gets Millions of Views for Fortnite

Okay, okay — so Epic Games did some traditional marketing to get the success of Fortnite to where it is today. Even then, the video game publisher didn’t stick to the same-old teasers and trailers that it could have. Instead, Epic Games continually looks for opportunities to flesh out its own online video strategy, from making announcements to bringing in influencers to delving into sponsored video.

For example, in Q2 of this year, Epic Games released six videos about upcoming in-game content and upgrades. We called this the “New Item” strategy in our SOOV report because these six clips were double the amount of in-game content announcement videos the game publisher released in Q1. This Fortnite marketing strategy clearly paid off for the publisher’s proprietary YouTube channel, which gained 60% of its Q2 views from these clips alone.

Epic Games also didn’t shy away from working with influencers and sponsors. According to Tubular data, 6% of influencer content created in the gaming category on YouTube featured Fortnite in their titles. We also found that in Q2, the video game title was the main topic of about 700 sponsored videos on YouTube. Our DealMaker product shows Epic Games was the top sponsor of Q2 with 247 million views generated; the sponsored video below, featuring gaming superstar Ninja playing Fortnite with sports entertainment group Dude Perfect, saw 30.5 million views, an average 30-day view count of 20.6 million, and a high 30-day engagement rate of 2.4x!

The Takeaway? Just Do Something Involving Fortnite!

I’ve said it before, but I’m going to say it again: if you’re trying to figure out a way to get in front of new audiences or boost your social video strategy, look no further than Fortnite-related content. Sure, you’ll be generating more attention for the game and contributing to its disruptive marketing style, but everyone can win in this situation (even in-game, too, if you’re that good).

If you want to go the traditional route, turn to sponsorships, partnerships, and influencer-based strategies which involved the popular video game title; this will probably mean your brand teams up with Epic Games to make gameplay content, fails, or behind-the-scenes features. Or, if you’re liking this idea of non-traditional marketing tactics, pay attention to the Fortnite-related trends we keep uncovering here at Tubular and make your own version. Right now, that’s definitely the Fortnite dance challenge.

It remains to be seen how the game will affect trends for this quarter and next, but we have absolute faith in the internet to create the next viral Fortnite videos (we have a hunch Epic Games is okay with this, too).

Eager to learn more about Fortnite’s impact on social video marketing?

The post Beyond Gaming: How ‘Fortnite’ Is Disrupting Traditional Marketing on YouTube and Facebook appeared first on Tubular Labs.

Accessible via both the Instagram app and its titular standalone app, IGTV is an entertainment hub for long-form video content from some of the internet’s most popular influencers, creators, and publishers. Yes, you heard that right — IGTV is the place where Instagram users can finally upload video content up to an hour long, compared to the truncated 15-60 seconds currently allowed. So what does this mean for brands like yours who want to start experimenting with long-form content on IGTV? Let’s take a quick look at how IGTV videos will work and then we’ll cover a few different ideas you can implement on your very own IGTV channel.

Here’s Why IGTV Will Matter to Brands

As noted above, IGTV videos can be up to an hour long and will be uploaded to the individual channel of creators and publishers. Instagram Co-Founder and CEO Kevin Systrom wrote about how “you can upload your own IGTV videos in the app or on the web to start your own channel.” These videos will then automatically play for users when the IGTV app is opened, or via IGTV’s dedicated tab in Instagram. A host of content discovery tools will provide users videos they may want to watch, including highlighting shows from creators and publishers they already follow or suggesting popular or recommended clips related to users’ preferences.

For brands, this may just be one of the best things about IGTV. Normally, when a new video platform is introduced to the social web, you have to scramble to learn the ins-and-outs, determine whether or not it’s a viable platform for them to use, and then build up an entirely new viewer base on that outlet. This simply won’t be the case with IGTV, where your followers will by default already follow every piece of content uploaded to IGTV. While this means you won’t necessarily reach new viewers, it does mean you don’t have to put in the work of building an audience alongside of creating and launching IGTV videos.

Another interesting aspect of IGTV is its vertical-only format. All the clips on the platform will not only be full-screen, but will also reflect the way most people naturally use their phones to watch content — up-and-down instead of side-to-side. So this isn’t your regular, horizontal YouTube video-viewing experience; it’s more akin to the mobile-first video approach taken by Snapchat’s Discover section (some publications are betting IGTV will threaten both these established video platforms, actually). This is good news for brands and publishers who’ve wanted to experiment with vertical content and also improve their mobile-first digital video approach to stand apart from the competition.

Some brands may be unhappy to hear Instagram currently has no clear plans to monetize IGTV, but according to Business Insider, Systrom said the potential introduction of ads is “obviously a very reasonable place to end up. There will be a way for creators to make a living.” For now, all brands and publishers need to worry about is setting up their own IGTV channels; AdWeek has a simple tutorial you can follow for this. You’ll be able to start your channel in the next few weeks as IGTV rolls out across the world on both iOS and Android.

5 Types of IGTV Videos Brands Should Consider

Now that we’ve got the current rundown on the upcoming IGTV feature, let’s look at some ideas for the types of IGTV videos your brand might want to create. While you may not yet have the ability to launch your own IGTV channel depending on the rollout status, that doesn’t have to stop you from brainstorming video content for it!

These are just a few formats you can consider publishing on IGTV in the future (many of these are tried-and-true long-form methods which work well across a variety of traditional and digital mediums, but of course, you’ll have to test to see which resonate best with your audience):

#1 Scripted

It’s very hard to tell a thorough story in just 15-60 seconds, despite how well some clever creators were able to create some amazing pieces of fiction in just six seconds on the now-defunct Vine app. So when your brand wants to create its own scripted video series that’s longer than a minute, you can now include IGTV as a distribution outlet alongside platforms such as Facebook and YouTube as you develop any scripted digital series in your content pipeline.

#2 Reality/Game Show

In the same vein as scripted series, reality or game shows are an excellent format for publishers and brands to create and release on IGTV. These types of shows often keep audiences coming back episode after episode because they want to see what happens next or who’s going to win the next round, which ensures not just more views, but also more engagement as well as shares during the duration of the series. Highlights of memorable moments can often be snipped into shorter clips, too, and used as marketing collateral to promote the shows.

#3 Behind-the-Scenes/Educational

Reality shows can also take the form of behind-the-scenes content, which is another format publishers and brands should consider for their upcoming IGTV channels. This type of video can almost be turned into a documentary of sorts, where you feature a new topic or individual in your industry or company every week or educate viewers about an important issue or cause. You can also take viewers on a workplace tour, or show them how your products are made step-by-step. There’re lots of options here!

#4 Tutorials

One of the most popular forms of videos across almost any social platform is tutorials and how-tos. We know from not just numerous studies and reports over the years, but also directly from Tubular data and monthly leaderboards, that online viewers love watching beauty tutorials, DIY content, and cooking and baking shows. This format worked well on linear TV for years, too; I’m thinking in particular of one of my childhood favorites, Bob Ross’s The Joy of Painting, which fascinated viewers and entrenched itself into American pop culture. So it can’t hurt to try this format for your IGTV channel, as well. Influencer LeLe Pons, for example, has already joined IGTV to launch her own cooking show.

#5 News Commentary

Depending on how your company makes a buck every day (i.e. media brand vs. automobile company), you could consider launching your own news show for exclusive release on IGTV. Commentary on local or national news, politics, and current events is very appealing to consumers around the world, despite how much the current U.S. administration would like to think otherwise. Make sure if you experiment with this format for IGTV you’re not only accurate with your facts but entertaining at the same time so your audience wants to keep coming back for each episode you release to hear your thoughts on the news.

In short, if IGTV succeeds, the platform could be a huge boon to brands and publishers who wanted to take their Instagram video strategy to the next level. It’s also a fantastic opportunity for brands to increase their video distribution without having to build an entirely new audience from the ground up on a separate outlet, thanks to the video platform’s integration with your Instagram account and its current followers. So what content will your brand start creating for IGTV this year?

The post 5 Ways Brands Can Use IGTV to Distribute Killer Long-Form Content appeared first on Tubular Labs.

While the official trailers for ‘Tag’, and ‘Superfly’ generated a significant amount of online views and engagement – particularly on YouTube – official studio trailers for ‘Incredibles 2’ outperformed both by a considerable stretch on Facebook, where the engagement rate for ‘Incredibles 2’ uploads were twice the platform average.

Disney Online Properties & Blanket Promotion

The sequel to the 2004 smash hit is set to shatter Pixar’s all-time opening weekend record, with a predicted $140M gross earn, and is just the latest asset in the Disney family’s stable of iconic entertainment. Disney is the #3 most viewed media and entertainment properties in the world, with over 800 separate channels and pages across all the main social media platforms. It has an inbuilt network of owned sites that act as a massive distribution network for promotion and amplification.

With a global social presence on a massive scale, Disney and Pixar can carve up promotion across hundreds of channels, verticals, and assets. For instance, a Spanish version of the trailer, uploaded to Walt Disney Studios Facebook page in April, generated 25M views (with a V3 of 6M views), and 628K engagements.

Outside the Disney properties, the entertainment giant holds such a powerful position in the industry that they have the clout to place promotional video material across the top publishing pages on YouTube and Facebook. Using Tubular data, we can confirm that Facebook views for ‘Incredibles 2’ from top media and entertainment ,including those from the Disney/Pixar group of properties, but also from channels such as NowThis, Complex, MovieClips, and AMC Theatres generated a total of 232M Facebook video views, and 7.7M YouTube views. ‘Incredibles 2’ content from official properties and top media publishers over-indexed on both platforms for viewer engagement.

Incredibles 2: Sponsored Video Opportunities

With one of the world’s most effective theatrical marketing machines under their wing, Disney didn’t invest in sponsored content to any great extent. However, other brands partnered with publishers to create video content around the release of ‘Incredibles 2’. Sponsors like Skillshare teamed up with YouTube movie critics The Film Theorists in a clip which challenged the creators to find out just who was the most Incredible of all the ‘Incredibles’. the video generated 6.7M sponsored views on The Film Theorist’s YouTube channel for Skillshare. The video also generated a V3 of 4.8M, which is an extremely impressive view count just 3 days after upload.

Dollar Shave Club also benefited from the film’s release in a sponsored collab with The Know, to generate 135K YouTube views around a review of the movie. Non-Disney sponsors generated almost 7M social video views on YouTube for ‘Incredibles 2’ content, with a V3 0f 4.3M. Those kind of figures present a massive opportunity for studios and theatrical marketing teams to reach engaged audiences beyond their own properties.

In the coming weeks, Tubular will be releasing regular Leaderboards charting the success of official movie trailers and teasers online. Using exclusive data, we’ll also highlight which franchises are winning with video, and which influencers and publishers studios are partnering with on promotional content.

The post How Disney’s Empire of Media Properties Drove Incredible Views and Engagement for ‘Incredibles 2’ appeared first on Tubular Labs.