Welcome to FWM Digital Bytes, where we discuss all the biggest digital marketing and digital media news doing the rounds. This week Red Bull top viral charts, Coca-Cola launch a new corporate website and YouTube cut funding for premium channels…
Red Bull top viral charts
Red Bull is leveraging video content more effectively than any other brand in the world, according to a new report. Undertaken by goviral, the study measured 100 top global brands on the volume, total views and engagement their video content uploaded to YouTube, Vimeo and Facebook has receieved this year, and found that Red Bull topped the chart, ahead of Google in second and Disney in third. Nike, Coca-Cola and Adidas are also named in the top ten, while Apple are just outside, ranking at eleventh. Mads Holmen, planning director for goviral, said: “The results of goviral’s Social Video Equity Report prove that when it comes to branded content, fortune favours the brave. 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 can elevate a brand beyond the product, creating an experience consumers really want to be part of.”
Coca-Cola launch new corporate site
Coca-Cola have revamped their corporate site as Coca-Cola Journey, a new site that looks like a digital magazine. Coca-Cola Journey will still hold press releases, job postings and other important company information, but its primary focus is on content and “providing a place where people will share their curiosity about the world.” Clyde Tuggle, senior vice president and chief public affairs and communications officer at The Coca-Cola Company, said: “Today, Coca-Cola is taking its digital communications to a new level. Coca-Cola Journey is the most ambitious digital project Coca-Cola has ever undertaken, and we are doubling-down on our commitment to be a quality publisher of compelling content. We hope Coca-Cola Journey will be a place where people will share their curiosity about the world, engage in stimulating debate, and find out what is at the core of Coke – our quality brands, our business, our people, and our ever-expanding commitment to social good.”
YouTube cut premium channel funds
YouTube is to cut funds on its premium channels this year, the company has revealed. YouTube invested $100 million into premium channels last year and the likes of Jamie Oliver and The Wall Street Journal were among the brands to take advantage. The contracts are now up for renewal, but it is understood that only 30%-40% can expect an extension. “We’ve had some really great response from the advertiser community. As we continue to talk to advertisers and marketers, there’s a real sense that they’re looking at YouTube differently,” Jamie Byrne, YouTube’s director of content strategy told AllThingsD. “But as we look at this initiative, we are taking the long view here. It’s not necessarily about immediate results.”
Mail Newspapers launch Mail Plus app
Mail Newspapers, publishers of the Daily Mail and Mail on Sunday newspapers, has unveiled its new application Mail Plus. The app, which is an enhanced version of the papers, offering photo galleries, interactive puzzles and weekend supplements, is launching on Amazon’s Kindle Fire and Kindle Fire HD tablets initially, before rolling out to iPad and iPad Minis in mid-December. Group advertisement director of Mail Newspapers, Rosemary Gorman, said: “Mail Plus takes the levels of engagement and interactivity with Mail Newspapers a stage further, providing a breakthrough opportunity for our advertisers to engage with our highly desirable audiences in a new, interactive dimension.” Mail Plus also features e-commerce functionality that will take users through to selected retailers and brand websites.
How to monetise YouTube
With YouTube’s premium channels hitting the news, audience growth monitoring company FanBridge have put together an infographic exploring how channel owners are using the site to monetize their content. “YouTube creators upload three or fewer videos a week, but are still spending a serious amount of time cross-pollinating their content across social channels,” a FanBridge spokesperson said. “Anyone looking at advertising on YouTube or brand marketers thinking about sponsoring a YouTube network would also be interested to see what to look for when comparing possible channels to get involved with.” The full infographic can be seen on FanBridge.