The most successful You Tube channels publish video once or twice a week and they don’t attempt to create faux viral.
Brands that have aligned themselves to the rhythms of the You Tube generation are reaping the benefits of huge viewing figures and real customer participation as evidenced by high subscriptions and hundreds of comments on video content.
Econsultancy’s casestudy of Go Pro on You Tube is well worth absorbing.
Although it’s true the product (Go Pros cameras), channel and content are perfectly aligned, which for 99% of brands simply won’t be the case, the way in which the marketing team have strategised the output is admirable.
So what makes these video channels work?
Investment in content that engages is the answer; brands that invest in the producers, directors, participants, athletes, editors, who constantly make videos that people want to watch, like this one that has nearly 30 million views, are growing fast.