Since launching Tubular Video Ratings (Beta), the new standard for online video measurement, we’ve analyzed how this set of metrics can be applied to influencer identification (for brands, see Wilton) and looked at how media companies can access compelling benchmarking metrics on a video level (see Carpool Karaoke).
To recap: Tubular Video Ratings is a set of standardized metrics that rate both views and engagements on an apples-to-apples scale across the video universe including YouTube, Facebook and Vine content.
Today we are exploring exactly how Tubular Video Ratings can help digital-first media companies effectively and precisely benchmark themselves against competitors for executive reporting.
Tubular Video Ratings, in the fewest number of clicks, will highlight 1) what you’re rocking at compared to your competitors and how you stack up against them overall and, 2) areas of improvement or windows of opportunity.
A huge kudos to NowThis for delivering news straight to social feeds and therefore, establishing itself as a stronghold among video leaders in the news industry. NowThis’ distributed platform strategy aligns perfectly with news consumption trends: don’t wait for the clicks to come to you; instead, bring the news to the viewers where they already are.
In doing so, NowThis has secured 6.7M cross-platform followers who collectively brought in over 812M views in April, making NowThis the top News publisher on Facebook. Furthermore, a NowThis video rakes in an average of 1.6M views in its first 30 days (V30).
How Do I Match Up To My Competitors?
With these impressive numbers, the NowThis team deserves a pat on the back for a job well done. But to prove just how awesome they are, the big bosses over at NowThis need a meaningful measuring stick with which they can compare NowThis’ performance to competitors’ performance.
From this, we can see that NowThis:
- Generated 2.6x as many April views as AJ+ and 3.2x as many as Huffington Post
- Has the highest V30, which means that an average video is projected to bring in at least 200K more views than AJ+ and 600K more views than Huffington Post
- Is on equal footing with competitors in the digital news space in terms of engagement (ER30)
But, wait. Let’s keep cracking at this.
As we deep dive into NowThis’ Facebook analytics compared to AJ+ and Huffington Post:
Here’s what we uncover:
- NowThis produced ~1.5x more Facebook videos than AJ+ and Huffington Post
- NowThis videos generated at least 1B more total Facebook views than either competitor from November 2015 to May 2016
- The first 30 days of an average NowThis Facebook video earns 100K more views than AJ+ and 650K more views than Huffington Post
That’s Awesome, NowWhat?
NowThis has the numbers to prove that they are excelling at Facebook News; the next step is to consider how to leverage Tubular Video Ratings for future content strategy.
We can look at the videos that pulled in the most views in the first 30 days (V30):
Videos that draw in the most viewers delve deep into interesting phenomena and innovative, environmentally friendly companies and products.
Moving forward, NowThis could use this information to craft a more accurate content strategy and create a similar series of science and technology videos for their engaged viewers.
If we were to expand this analysis to include NowThis’ YouTube and Vine videos, check out which videos were overwhelmingly the most engaging (ER30):
NowThat’s Cool! With this information, NowThis can create a more effective content distribution strategy, ensuring they are syndicating the right content on the right social platform to capitalize on views and engagement.
Stay tuned for more exciting updates on Tubular Video Ratings!