L2’s Digital IQ Index: Beverages finds that most beer brands just use YouTube for repurposing television ads, but other beverage categories post long-form clips not suitable for 30 to 90-second spots. Coca-Cola has just begun a new strategy for more YouTube views and app downloads: staging outdoor events and uploads footage of popular dancers on YouTube. The brand created the Just Dance mobile app in partnership with Ubisoft, and on September 15 set up a stage on Paris’ Place St Lazare. Crowds formed and a performance of Les Twins (which was later uploaded) added to the draw. The clip featuring Les Twins received 6.02 million views on YouTube, 2,000 Facebook shares and 267 Tweets.
Coca-Cola has a robust YouTube channel compared to other brands in the beverage study. It is second after Red Bull in video views with more than 404,500,000.
In addition to creative content, beverage brands can increase their YouTube views by investing in search. Currently, they are underinvested in SEO and control just 20% of organic first-page real estate on YouTube. Red Bull, which is the most-viewed beverage brand channel on YouTube controls 65% of first page real estate and purchases ads on its brand terms.
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