Unmetric Announces New Social Benchmarking Tool For Companies to Measure the Virality of Their Competitors’ Video Campaigns on YouTubeJune 28,2012 chicago
It’s easy to see if you ‘went viral’ but how did your campaign stack up against a competitor? Now you can find out.
Unmetric, the first-ever social media benchmarking platform, today announces its YouTube module to allow brands to determine how they stack up against their competition as it relates to social video advertising campaigns. To date Unmetric has already indexed the YouTube channels of more than 1,750 of the world’s largest brands, giving companies greater insight into the type of content and engagement strategies that are actually working on YouTube. The YouTube tool is the third module on the Unmetric platform, which already analyzes thousands of brands’ Facebook pages and Twitter handles.
Unlike other platforms that gather YouTube metrics, Unmetric does more than just monitor and listen to social media. The Unmetric score unifies 24 qualitative and quantitative metrics into a single score ranging from zero to 100, and takes the guesswork out of deciding which YouTube campaigns are successful.
For example, did you know that in the last month Chevrolet has prolifically uploaded video content? The company has added over three hours of content from 66 videos. In comparison, Ford’s YouTube channel uploaded a mere six minutes of content from four videos. Yet this is more than Dodge or Chrysler, who barely managed four minutes of video between them. Surprisingly, out of these four automotive giants, Ford ramped up its subscriber base the quickest with 11percent growth.
Unmetric allows companies to compare video statistics such as tags, views, comments, favorites and ratings from all the competitors in their space. Customers can also measure the total number of channel views and videos uploaded over a particular period of time in order to better understand how different campaigns affect overall success.
“YouTube is a unique marketing tool for brands to directly connect with new audiences,” says Lux Narayan, CEO of Unmetric. “Companies like Old Spice, Red Bull and Nike have huge viewership on their YouTube brand channels. With the addition of YouTube to the Unmetric platform, we are empowering CMOs and social media managers to consider metrics beyond page views. By looking at video length and content tags over a period of time, we’re encouraging the sort of competitive spirit that big brands thrive on.”
Additional features that can be measured from YouTube include:
• Video length – compare the length of videos to determine if longer or shorter videos result in more views
• Content analysis – combine all a video’s tags into a single word cloud to see which content works for brands over time
• Top videos – view all-time top videos within a specific sector, or set a selected time period to view a list of the top 5 videos during that time
• Easy viewing access – watch videos directly from the Unmetric platform instead of going to youtube.com
• Weekly reports – Unmetric will send out weekly email alerts and performance reports so that customers don’t have to log in to find out what is happening on YouTube, Twitter or Facebook
Using a combination of advanced algorithms and human computing, Unmetric’s YouTube metrics add to its popular brand platform, which currently benchmarks specific social media efforts such as content strategy, engagement, growth, timing and frequency of posts on Facebook and Twitter.
Unmetric is already working with companies like JP Morgan and CitiBank, and aims to supply Fortune 500 brands with a distinct service that stops them from flying blind with their efforts on social media. The company gives brands the ability to answer the simple question of “How do we stack up against the competition?” when it comes to their social media presence.
Unmetric Inc. is headquartered in Chicago and works with clients across the world. The Unmetric platform was established to give Fortune 500 companies and other large global brands key performance data around which they could benchmark their social media efforts and answer the question “Are we doing well?”.
For more information, visit www.unmetric.com, or check out the Unmetric blog at http://blog.unmetric.com.