Here’s an eye-popping stat: 700 YouTube videos are shared every minute on Twitter.
I found the stat on a Tubefilter post, which gushed over a pretty awesome Ken Block video that the folks at YouTube made to explain, you guessed it, just how social their content is.
But after watching the video, I wanted to know more about YouTube’s B2B campaign. Turns out there’s a YouTube channel for the campaign (big surprise!). The channel, known as Advertise, has just over 21,000 subscribers. It features the usual dog and pony stuff — sizzle reels and trailers of the hottest content on YouTube. There are also case studies and primers on some of YouTube’s advertising solutions. But one type of video really made me scratch my head. Dubbed Generation V, YouTube compiled a series of in-home testimonials from YouTube users explaining just what a big part sharing YouTube videos plays in their daily lives.
It’s actually the kind of content that I love to see, because for all the quantitative data on shifting viewership patterns, we’re also talking about some serious shifts in culture, habit, and lifestyle. These videos speak to those changes, and they are important because they literally put faces to the numbers. But what’s fascinating, and a little confounding, about these YouTube pitches is what isn’t in the videos.
Over and over again, you hear the phrase: “share videos.” But never once does YouTube define the videos that these people love to share. And the more you hear “share videos” the more you begin to think about the elephant in the room. Are these people sharing Keyboard Cat, or a scripted Web series sponsored by Coke? YouTube doesn’t say, but I’ll take a stab at it and say it’s probably more buzz-worthy viral content like Keyboard Cat than the premium stuff advertisers are looking to buy.
Sure, that’s just a hunch based on, well… let’s put it this way: I could easily be one of those guys in the videos, and while I share a lot of YouTube content, it’s always the user-generated stuff. And if these guys were talking about premium content, wouldn’t YouTube say that?
So where does this leave us? Well, if you can make a professional-quality YouTube video like Ken Block did for Gymkhana and DC Shoes, more power to you. But if you’re a media buyer, it sounds like you may be disappointed. Because that original Web series you’re thinking about sponsoring may not get Twitter love at 700 Tweets per minute.