Product Blog

Learn and stay up to date with our stories.

Comic-Con on YouTube Bigger Every Year

Comic-Con on YouTube Bigger Every Year

Mark Robertson – August 3, 2014

This week’s insight focuses on Comic-Con Fandom on YouTube. The famous Comic Convention has been attracting fans worldwide for over 50 years. We searched Tubular’s database to bring you the top Comic-Con content from the 2013 and 2014 conventions. Data comes from Tubular’s proprietary AudienceGraph, which analyzes 150 million unique viewers and all their social engagements across YouTube, Twitter, and Facebook. Comic-Con on YouTube: Bigger Every Year Despite ending less than a week ago, Comic-Con 2014 has already produced over 16,000 videos on YouTube, 3,000 more than Comic-Con 2013 All together, YouTube videos from Comic-Con 2014 have generated over 69M total views and over 1.7M shares across Facebook and Twitter The winner of Comic-Con 2014 was HBO’s Game of Thrones, whose Season 4 Bloopers video is the most viewed video from the conference The top creator video from Comic-Con 2014 was “Is Comic-Con Really Worth the Wait?” from MatthewPatrick13 The top branded video from Comic-Con 2013 was the trailer for Walking Dead Season 4 from AMC, and the top creator video was “California On Comic-Con 5”from comedian Kassem G Top Comic-Con 2014 YouTube Videos [embed]https://www.youtube.com/watch?v=v-7Fs9HJvs0[/embed] The Game of Thrones official YouTube channel released Season 4 Bloopers for Comic-Con 2014. The video features the stars of the HBO phenomenon goofing around on set. After only 3 days, the video has received over 7 million views, 55,000 comments & likes on YouTube and more than 62,000 shares across Facebook & Twitter. [embed]https://www.youtube.com/watch?v=eq8AN9v1BFQ[/embed] MatthewPatrick13 analyzed the strategy behind being a fan at Comic-Con 2014 in his video “Is Comic-Con Really Worth the Wait?”. MatPat, the voice behind The Game Theorists channel, teaches viewers how to optimize their time at Comic-Con by calculating the most efficient way to navigate the lines and panels. This video has over 870,000 views and 30,000 comments and likes on YouTube. Top Comic-Con 2013 YouTube Videos [embed]https://www.youtube.com/watch?v=FSi2fJALDyQ[/embed] AMC created a trailer for The Walking Dead Season 4 for Comic-Con 2013 to engage fans and get them excited for the upcoming season. The trailer received over 7 million views, 100,000 likes & comments on YouTube and around 480,000 Facebook likes and shares. [embed]https://www.youtube.com/watch?v=kVaHxBJoQgE[/embed] Kassem G, a top YouTube comedian, created California On Comic-Con 5 where he interviews superfans at Comic-Con 2013. Kassem finds the craziest costumes at the conference, ranging from a slice of pizza to a Superman outfit. The video has over 4.2 million views and around 50,000 comments and likes on YouTube. Data as of July 29, 2014.

Read more
NikeSoccer or NikeFootball?

NikeSoccer or NikeFootball?

Mark Robertson – August 2, 2014

Nike has taken the ultimate question to YouTube: is it Soccer or Football? The undoubted winner is NikeFootball with over 1 million subscribers compared to NikeSoccer with 205,000 subscribers as of writing. The same Winner Stays video (the top video by views on YouTube in the last 7 days) has 34 million views on NikeFootball versus 4.7 million on NikeSoccer making it the definitive site of Nike football videos in preparation for the World Cup. Nike actually has more than two football channels in preparation for the World Cup (although it’s not an official sponsor), here is a subset: The strategy does position each channel towards its native audience. For instance, Tubular data suggests NikeSoccer has 60%+ US audience while NikeFootball only has a 20%+. However, given the larger size of NikeFootball as a channel, more fans from the US visit the Football site rather than the Soccer one. Similarly, NikeFootballFrance has a 28%+ French audience and the videos have French subtitles. However, NikeFootballFrance’s second largest engager base is from the UK making it broader than its intended purpose. Is the fragmentation strategy worth it? It is not clear from the fan data that this strategy is paying off. Having the same video on multiple channels fragments viewership, increases costs of content curation and makes the ultimate landing page more confusing. The World Cup is a global event and given the universality of these videos, and their low level of dialogue, it’s not clear that Nike benefits much from having multiple channels. YouTube’s native subtitle capabilities could be a better alternative. One thing is clear though: the #RiskEverything campaign is having massive success. Nike has taken the advertising lead in the run up to the World Cup without being an official sponsor - quite a feat.

Read more
Ninja Turtles vs. Guardians of the Galaxy on YouTube

Ninja Turtles vs. Guardians of the Galaxy on YouTube

Mark Robertson – August 2, 2014

This Tubular insight focuses on two August blockbuster films: Guardians of the Galaxy and Teenage Mutant Ninja Turtles. Both action films have generated large fan bases on YouTube, resulting in millions of views, engagements and shares. Can YouTube predict whether TMNT’s first weekend will be as big as Guardians of the Galaxy’s record-breaking $94 million opening?* Data comes from Tubular’s proprietary AudienceGraph, which analyzes 150 million unique viewers and all their social engagements across YouTube, Twitter, and Facebook.

Read more
YouTube, Oculus Rift and Minecraft

YouTube, Oculus Rift and Minecraft

Mark Robertson – August 1, 2014

Could Oculus Rift become as big as Minecraft? One of the top videos on YouTube today is filmed through Oculus Rift on elrubiosomg’s channel (6.5 million subs) - see below! Using Tubular’s data we’ve found that in the past year there have been over 9,000 videos on Oculus Rift posted on YouTube with 147 million views in total (more than 95% of all Oculus Rift videos posted all time on YouTube). The most watched video on Oculus Rift in the past 30 days is Squeezie’s “La Pire Experience de ma Vie! Oculus Rift Test” (i.e., “The Worst Experience of my Life”) where he is covered in spiders, flies and meets a dinosaur (like elrubiosomg). The experience seems incredibly realistic. The top 13 videos by views on Oculus Rift ever are by PewDiePie - this one has 7.8 million views and is number one. In the past year there have been 5.8 million Minecraft videos on YouTube so clearly there is a way’s to go for Oculus Rift. However, the two might also merge as categories as seen in TheDiamondMinecart video below where he plays Minecraft through Oculus Rift… elrubiosomg: Superando Mi Miedo a las Arañas https://www.youtube.com/watch?v=8cKhPM9mmXM TheDiamondMinecart https://www.youtube.com/watch?v=4GRL0M4MKww Squeezie’s: La Pire experience de ma vie https://www.youtube.com/watch?v=QuPRQkEHQI8

Read more
Budweiser’s 5 Steps to Winning Super Bowl Season

Budweiser’s 5 Steps to Winning Super Bowl Season

Mark Robertson – July 28, 2014

The Super Bowl is no longer just a Sunday afternoon in February celebrated with parties, appetizers and eye catching television ads. It has grown to a multi-week long season of online video ad launches, teaser trailers, behind the scenes clips, and viral video competitions. Nobody exemplifies this more than Budweiser. The hub for pre- and post-Super Bowl ads is YouTube. According to Nielsen and Twitter, over 111 million people watched this year’s Super Bowl and 25 million tweets were sent about it. On YouTube meanwhile, the most engaged and viewed videos by Anheuser-Busch (Budweiser and Bud-Light) alone generated almost 69 million views. That is there were more than twice as many views of Anheuser-Busch videos than there were total tweets for the Super Bowl. We analyze this remarkable feat in more detail below: The Top 5 Things Budweiser did to top the charts. 1.THE AD PORTFOLIO APPROACH Budweiser took full advantage of the Super Bowl season. The first official Bud Light Super Bowl teaser was posted to YouTube January 18th - almost two weeks before the main event. The official Budweiser channel followed suit on January 28th with the viral hit “Puppy Love” launching on January 29th, 5 days prior to the game. Budweiser approached the YouTube Super Bowl season as if it were a new YouTube channel launch. During new launches, channels upload a significant amount of content to kickstart their existence. After spending money and time to create compelling content and attracting new viewers to their channel, channels want to have substantial additional content for these viewers to explore once they are on the channel page. By providing over 25 clips across full ads, teasers and extended versions of the ads, Anheuser-Busch achieved more than 3 times more views than the next largest Super Bowl advertiser and 8 times the number of comments as the second most commented Super Bowl spot, Cheerio’s Gracie. Additionally, Budweiser had three main themes running throughout the Super Bowl season. While Puppy Love was the most successful (more than 41 million views through the day after the Super Bowl), “Up for Whatever” (10.9 million views) and “A Hero’s Welcome” (8 million views) were also some of the most successful videos from the season. 2. CONTENT MADE FOR THE YOUTUBE ERA Each of the three content verticals, “Puppy Love”, “Up for Whatever”, and “A Heros Welcome”, were extremely well crafted to encourage shareability and virality. These three ads were in the Top 5 most shared of the entire Super Bowl season: Puppy Love had over 400 thousand shares on Facebook and Twitter while the next most shared ad (Axe Peace) had only a little over 61 thousand shares by the night of the Super Bowl. The other two Anheuser-Busch videos had almost as many shares as Axe Peace. Anheuser-Busch recognized that on YouTube you don’t have to limit yourself to only one idea. The three different ads tapped into different communities; “Up for Whatever” and “A Hero’s Welcome” could not be more different in their targeting and yet they both were extremely successful. The multiple-sized clips (trailer, ad and extended content) were also suited for the YouTube era. Viewers have the option of spending more time with content if they want to, making the 60 second ad an opportunity for 5+ minute engagement with the brand. Many viewers were able to dig deeper into the Budweiser and Bud Light ads they wanted to engage with, becoming new ad advocates. 3. AD ADVOCATES Prior to the Super Bowl even starting, “Puppy Love” had 32.3 million views. Anecdotally, we believe that these fans were automatic brand advocates; many of these puppy lovers hushed their respective Super Bowl parties to drive eyes and ears to the TV screen when this Budweiser ad hit the screen even though it was towards the end of the game. In a period of massive media noise and promotional inundation, peer to peer recommendations and endorsements are very important. They are the entire premise of Facebook’s highlighting brands that your friends have liked, or Twitter’s friend highlights in promoted tweets. Social connections break through the noise; A friend pointing out the Puppy Love clip implicitly endorses the video clip as successful and like-worthy. It draws the viewer’s attention to this ad over another and is another coup for Budweiser. 4.THE PRE-GAME AND POST-GAME ARE JUST AS IMPORTANT AS THE GAME ITSELF Puppy Love had 32 million views before the game. Some fraction of the 111 million people watching the Super Bowl also paid attention to the 61 second ad — although they were then flooded with another advertisement in quick succession. And then surprisingly, users then looped back around to the content on YouTube after the final whistle. At 10pm on Sunday night (EST) Puppy Love engagement was 3 times the average engagement across the five previous days and the highest point within that period almost matching the initial bump upon release. This is remarkable in that people engaged with the ad after the game and in the days ahead. Budweiser maximized it’s return on investment from these ads to a remarkable degree. The ads had a full week of heightened attention and recycling. There is no doubt that a hybrid strategy between YouTube and traditional media is the new requirement for brands today. 5.KEEP THE MEME ALIVE While the Bud Light “Up for Whatever” campaign could have just fizzled after the Super Bowl, Bud Light took it a step further. During the Super Bowl they found new “Ians” for the “Up for Whatever” campaign renewing the advertising meme and riding the post-game bump. These videos have more than one million views with paid media propelling this campaign’s half-life. Many brands approached the Super Bowl as a holiday season, strived to pull heart strings (such as Duracell), or uploaded loads of content (such as Hyundai). Budweiser’s overall success is due to an incredibly cute puppy and a sophisticated approach to the YouTube platform and social network. Kudos to Anomaly for the Budweiser ads, and BBDO for Bud Light. The brands achieved five stars in programming and content strategy, fan engagement and social virality. Ultimately, Anheuser-Busch achieved multiple-times more reach and engagement than runners-up and setting a new standard to meet for Super Bowl season 2015. Learn how you too can reach, engage with and activate your online video fans at TubularLabs.com Lindsay Lamont is an Audience Development Strategist at Tubular Labs focusing on growing brands on YouTube. David Gasca is Director of Media Solutions for Tubular Labs.  

Read more
State of the Union 2014 on YouTube (#SOTU2014)

State of the Union 2014 on YouTube (#SOTU2014)

Mark Robertson – July 27, 2014

MOST ENGAGING YOUTUBE SOTU 2014 VIDEO Last year Senator Rubio’s water bottle won the State of the Union coverage with over 80 YouTube videos and more than 750 thousand total views. This year,Representative Michael Grimm’s physical threats against NY1 reporter come in first place on YouTube with almost half a million views a mere 20 hours after the incident. https://www.youtube.com/watch?v=QbpxVO-mnYU THE ACTUAL STATE OF THE UNION As for the event itself, The New York Times’ live stream of the speech is the second most popular #SOTU YouTube video in the last 24 hours with ~200 thousand views compared to the White House’s video with only about 82 thousand views. The White House did do a stellar job on Twitter however with play-by-play sound-bites throughout the evening @WhiteHouse https://www.youtube.com/watch?v=hed1nP9X7pI RESPONSES TO THE STATE OF THE UNION: Interestingly, the top two responses to the 2014 State of the Union come from polar opposites of the political spectrum: Rand Paul and Kshama Sawant from Seattle. Far and away the most popular of the Republican responses is Senator Rand Paul’s response to President Obama’s speech with close to 100 thousand responses in 20 hours. The other Republican responders were not even close: Sen. Mike Lee had only ~12 thousand, Sen. Ted Cruz had ~29 thousand and Rep. Cathy McMorris Rodgers had less than 5 thousand total… To put this in perspective, Beyonce’s performance after the Grammy’s early this week had above 3 million YouTube views in less than 24 hours. https://www.youtube.com/watch?v=0E6YMdgGUY4 Following Sen. Rand Paul’s response on YouTube, is Socialist Seattle City Councilmember’s Kshama Sawant’s response with more than 37 thousand views but almost the same level of comment engagement as Senator Rand Paul. Well done Councilmember Kshama! TheYoungTurks overall won the dialogue on YouTube, generating 13.5 thousand comments across it’s SOTU coverage, followed by the NYTimes with 4 thousand comments.

Read more
Late Night on YouTube

Late Night on YouTube

Mark Robertson – May 21, 2014

This week’s insight highlights Late Night on YouTube, focusing on videos uploaded between 5/12/14 and 5/19/14. To see the Top 10 videos from last week, click here. The analysis uses Tubular’s proprietary AudienceGraph that aggregates the behaviors of 150 million unique viewers on YouTube as well as over 500 million videos and 1.8 million YouTube channels. NBC’s Jimmy Fallon: New Reigning King of Late Night on YouTube -Jimmy Fallon’s YouTube channel has already generated more than 10.5 million views from last week’s videos, twice as many as Jimmy Kimmel, Conan O’Brien and David Letterman combined -With more than 4.2 million views, Fallon’s sketch “Box of Lies” starring Jennifer Lawrence is the most viewed late night video from last week. He also has 4 more videos in last week’s Top 10 -Despite uploading more content than any other late night host last week (40 videos), Fallon also averaged 262,000 views per video, two times more than Jimmy Kimmel. HBO’s John Oliver: Late Night’s Rising Star -Despite only launching at the end of April, John Oliver generated the most YouTube engagement per video with an average of 2,990 likes and comments per video -The HBO host’s videos from last week have averaged 382,000 views per video, 1.5 times more than Jimmy Fallon on a per video basis - a phenomenal start for his new show -Additionally, his “Global Warming Debate” sketch video already has 40,000 Facebook shares and 4,800 Tweets, making it last week’s most shared Late Night video Jimmy Fallon and John Oliver lead the Late Night Channel Leaderboard from last week. Jimmy Fallon and John Oliver had the two top videos on the Late Night Video Leaderboard in the last week. To watch these top videos on YouTube, click here.

Read more
© 2018 Tubular Labs, Inc.
Tubular and Audience Graph are trademarks of Tubular Labs, Inc.
Close