Pixability recent released a report studying the Interbrand 100’s use of YouTube. The study contains a host of intriguing data, but perhaps the most interesting concerns the long shelf life of a brand’s YouTube video. According to the study [pdf], during its first year on YouTube, the average video posted by an Interbrand 100 company will attract more than half of its views at least 3 weeks after having been published.
Specifically, 40% of the average video’s first-year views came in the initial three weeks post-publishing, while 30% came in the 4-12 week period, and another 30% in the 12-52 week timeframe.
By comparison, Facebook posts get half their reach within 30 minutes of being published, and by the time 90 minutes have past, the average brand post is reaching less than 2% of its total audience. (Granted, that might change somewhat with Facebook’s recent newsfeed changes that will occasionally bump up old content.)
Here are some other notable findings from Pixability’s report (keeping in mind these figures are limited to the Interbrand 100 and therefore not necessarily widely applicable):
So here are the takeaways, straight from the horse’s mouth:
Happy video marketing!
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