Unmetric Releases Ground Breaking YouTube Benchmarking App


Peter Claridge

August 8, 2014 5 min read

Updated on September 18, 2019

For the past few months, whenever we went to a client meeting, it was the same old story: “We love the Facebook and Twitter data, but can we get YouTube data too?” Our developers have been working flat out to create the Youtube benchmarking platform and we’re thrilled that now big brands finally have a way to benchmark their YouTube efforts.

Undoubtedly, producing videos for social media branding is a far more costly than tweeting 140 characters or posting a stockphoto on your Facebook page. For this reason, it’s more important than ever that brands know that what they are doing is working and inline with what their sector is doing.

Tracking All The Brands That Matter

Unmetric is kicking off the launch of our YouTube benchmarking platform with over 1,700 big, global brands already listed in the database with more being added everyday. All the biggest brands from around the world for every sector are covered.

Every Brand That Matters

Immediate Alerts and Notifications

No one really has the time to monitor what their competitors are doing every day of the week which is why you can delegate the task to Unmetric. 24 hours a day, 7 days a week we’re watching your brand and sector for anything unusual or ‘different from normal’. The analysis is displayed in your dashboard when you login, or, if it’s something that really needs your attention (maybe your competitor suddenly doubled the number of video views or subscribers or maybe they started uploading dozens of videos a day) then you’ll get a custom email notification.

Custom Alerts From YouTube

How Many Videos Is Enough?

The first question that many big brands ask is: how many videos do I need to be uploading per month? This naturally changes from sector to sector and while not producing enough may mean brands are not reaching as many people as their competitors, uploading too many might mean a brand is overspending on video production. In the screenshot below, you can see that Walmart has been uploaded 71 videos in the last 30 days, which is more than three times the number that Best Buy added.

New Video Uploads

Views and Subscriber Growth

Facebook has fans, Twitter has followers and YouTube has subscribers, although it seems that on YouTube the effort required to get a subscriber is much higher. The chart below shows how brands can compare their subscriber growth with new video views in the specified timeframe. Despite uploading far more videos, WalMart are struggling to match Target and Best Buy in terms of subscriber growth, while Target are leading the way amongst top US retailers for video views. Macy’s appears to have lost video views, probably because a video was removed. The chart also demonstrates how hard it is for brands to get subscribers, with three companies acquiring less than 50 subscribers in a month – compare that to Facebook and Twitter growth!

New Views and Subscribers

Video Lengths

Similar to needing to know how many videos to make, every second counts when it comes to video production. Not only is video length important due to the higher costs associated with creating videos, but also viewers on YouTube tend to have a very short attention span. How long is too long? Get insights from competing brands to make sure your own videos fall in to the Goldilocks zone – not too long, not too short, but just right.

Video Reception

It’s true that the YouTube crowd has a reputation as being fickle and there are plenty of Internet meme’s poking fun at the standard of comments on many YouTube videos. However, brands can get an idea of how well received their videos have been compared to their competitors from this one page. Unmetric combines all the Likes and Dislikes so that brands quickly see who’s impressing their audience the most. In this chart, Macy’s received 100% positive responses, however that was only from 3 people. Best Buy received 275 responses with nearly 95% of them positive.

Find Out What Your Competitors Are Posting

The new YouTube benchmarking platform analyzes all the video tags and forms them in to a word cloud which can reveal marketing campaigns or values that are important to the brand. In the screenshot below, analysis of the video tags show that Family Moments and Family Movie Night are important themes for Walmart. Other stand out phrases include Hawk Eye, Captain America and Jingle Bells, suggesting that these were all part of various campaigns Walmart has run in the past.

Youtube competitor content analysis

All Channel Stats In One Place

The Unmetric Channel Stats page means the end of filling out messy spreadsheets to track key data points from your competitors’ YouTube Channels. We gather all the data and plot it on charts so you get a visual indication of how brands’ channel stats are changing over time. You’ll be able to identify key campaign periods and identify when videos go viral. Key sector based benchmark data is also provided. In the screenshot below we can see that although Walmart’s subscriber base grew, there was a period when people unsubscribed and in addition, their growth rate of 0.98% is lower than the 3.9% industry benchmark.

Youtube channel stats

This is just a taster of what’s available in the Unmetric YouTube benchmarking platform and there are still many more features in the pipeline that are being developed and tested by our engineers. We’d love you to try out the new features and hear your feedback, so if you haven’t already, head over to our homepage and signup for a trial account.

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