Most watched at YouTube in 2009: Evian Roller Babies in the top 5 list!
Only 10 more days to go and 2009 will be history: high time for reviews and previews. Let’s start these last 2 weeks of the year with an interesting review. The YouTube Blog has published this year’s Most Watched and Most Seached For worldwide, and here are the results:
Most Watched YouTube videos (Global):
1. Susan Boyle - Britain’s Got Talent (120+ million views)
2. David After Dentist (37+ million views)
3. JK Wedding Entrance Dance (33+ million views)
4. New Moon Movie Trailer (31+ million views)
5. Evian Roller Babies (27+ million views)
All top 5 ranking videos are clearly entertainment content, that’s what people come to watch for at YouTube, they look for short, fun to watch clips that have natural viral potential. Which leads us to the second thing people love to do with these videos: they love to share the stuff they like.
And here is the interesting news: Even if pure e-commerce contents, company videos or product demos do not show up in the best of 2009 ranking, YouTube is still the best media platform to do online video marketing… if you only know how to do it.
There are 2 clips with a commercial character and a clear online strategy that made it into the 2009 top 5 list: The New Moon movie trailer and the crazy dancing babies of Evian, part of the Evian online campaign “Live Young” . The French mineral water brand’s YouTube channel has some 14,000 subscribers, their international version of the “Rapper’s Delight” video counts some 6,800 comments and almost 20,000 users have ranked the clip. Those numbers are not too bad in terms of user engagement for a low involvement product like bottled water. And if we take the FMCG sector, Roller Babies is this year’s best global online branding campaign on YouTube and I think other FMCG brands can draw the following lessons:
1. If YouTube is your single most important distributing platform, content has to be highly entertaining. That’s what people look for.
2. The YouTube interface is highly customizable - take advantage of it and make your branded content recognizable so it stands out form the rest.
3. If you are able to produce a good viral (some say that starts at 150,000 views), make sure all the rest of your content is integrated naturally into the YouTube environment; see for example, the series of interviews with Paul Smith, the design guru who conceived the limited edition bottle for Evian.
For the future of video marketing and video-based e-commerce it would be interesting and useful if YouTube also openly published metrics on the traffic generated from YouTube to Evian’s other sites. It would provide all online marketers with a great tool to start investing more into video branding and communication. Let’s see what 2010 holds…
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February 17th, 2010 at 7:59 pm
Youtube is my favortie site to visit aside from facebook. most of the time i watched movie trailers and music videos on it.
March 14th, 2010 at 12:39 pm
Susan Boyle is an immensely talented lady who’s been subjected to considerable pressure in the media. IMHO she deserves all of the success that she is experiencing.
April 19th, 2010 at 1:19 am
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April 26th, 2010 at 8:39 pm
I love watching videos online specially on Youtube. There are lots of music clips, movie clips and instructional videos on Youtube. I love em all.
April 27th, 2010 at 8:14 pm
Susan Boyle may not be a very good looking woman but she has an angelic voice. *
April 29th, 2010 at 12:16 pm
i use Youtube to watch Taylor Swift videos. I always watch movie clips on Youtube. What an awesome site. `.
July 9th, 2010 at 12:01 pm
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