Octoly YouTube and Automotive Study
An Octoly Study: YouTube, Automotive, and the Power of Earned Media 43 BILLION VIEWS OF AUTOMOTIVE INFLUENCER VIDEOS (by fans or reviewers) Worldwide, there are 1,069 YouTube channels managed by automotive brands. Auto Industry PERCENTAGE OF YOUTUBE VIEWS 90.1% Earned Media (Fan Videos) 9.9% Owned Media (Brand Videos) YouTube is more like Facebook than TV. It’s about community, sharing, and conversation. #FiestaMovement FTW Ford Ford is winning influencer activation by engaging the community where they are and empowering influencers to tell their own stories. Views of Ford’s #FiestaMovement campaign of enthusiast-created videos exceeded its next competitor, the Chevrolet Sonic, by 5X. On YouTube, media spend gets the conversation started. The conversation then passes from the brands to influencers. FORD FIESTA MODEL SPOTLIGHT ALL-TIME VIDEO VIEWS VIEWS VIEW PERCENTAGE Owned Media 21,000,000 9.4% Earned Media 203,000,000 90.6% TOTAL VIEWS 224,000,000 100% Owned, Paid & Earned Media OWNED MEDIA All views on a YouTube channel owned by an automotive brand. PAID MEDIA The portion of owned media views driven by paid campaigns. EARNED MEDIA Any video (and the views and social actions associated with that video) that is hosted on a YouTube channel not owned or managed by the brand itself. TOP 5 AUTOMOTIVE BRANDS BY OWNED MEDIA VIEWS (Millions) Toyota 200 Kia 192 BMW 174 Volkswagen 167 Hyundai 163 TOP AUTOMOTIVE BRANDS BY EARNED MEDIA VIEWS All-Time RANK VIEWS INDUSTRY SHARE OF VOICE 1. BMW 4,600,000,000 10.7% 2. Ford 3,430,000,000 8.0% 3. Chevrolet 3,160,000,000 7.4% 4. Nissan 2,830,000,000 6.6% 5. Volkswagen 2,600,000,000 6.1% TOP AUTOMOTIVE BRANDS BY NUMBER OF INFLUENCER VIDEOS Earned Media Ford 880,000 Chevrolet750,000 BMW 700,000 Toyota 670,000 Nissan 530,000 TOP AUTOMOTIVE YOUTUBERS BY SUBSCRIBERS RANK SUBSCRIBERS VIEWS ALL-TIME 1. drive 1,180,000 139,300,000 2. mightycarmods 930,000 72,300,000 3. 1320video 577,000 181,500,000 4. saabkyle04 559,000 225,700,000 5. EricTheCarGuy 490,000 64,200,000 TOP 10 AUTOMOTIVE BRANDS ON YOUTUBE Earned & Owned Media Views RANK VIEWS INDUSTRY SHARE OF VOICE 1. BMW 4,800,000,000 10.4% 2. Ford 3,300,000,000 7.8% 3. Chevrolet 3,600,000,000 7.2% 4. Nissan 2,900,000,000 6.4% 7. Toyota 2,800,000,000 6.0% 5. Volkswagen 2,700,000,000 5.8% 6. Audi 2,500,000,000 5.4% 8. Honda 2,390,000,000 5.2% 9. Mercedes-Benz and AMG 1,220,000,000 5.2% 10. Porsche 2,380,000,000 2.7% Go Big...and go small. Brands should follow YouTube's Hero, Hub, Hygiene best practices, instead of focusing exclusively on high- production, infrequently-released paid campaigns. An Octoly Study YouTube, Automotive, and the Power of Earned Media See the full study: http://octoly.com/automotive-study GET A FREE BRAND AUDIT AT http://OCTOLY.COM/BRANDS
