By now, the myth of viral video has been exposed. All research points to YouTube being a pay-to-play platform where even the most creative pieces of content get minimal views without the support of ad dollars. L2’s Digital IQ Index: Watches & Jewelry study sheds light on another fallacy, that brands can suddenly flood YouTube with advertising and expect long-term results. An analysis of Van Cleef & Arpels’ “Midnight Planétariaum Poetic Complication” video reveals that despite initial success – 1.5 million views in one day – viewership declined to 60 per day once the paid ads stopped.

watches-and-jewelry-2015-viewership-half-life-of-top-3-brand-videos-on-youtubeCartier and Hublot channels revealed a similar effect, although the views were dispersed throughout a longer period. Views for Hublot’s “Unique Sense of Time” video featuring Bar Refaeli dropped to 84 per day from 200,000 to 600,000 during the promotional period. Cartier, however, was able to derive a larger portion of its views organically by spending at a consistent pace. While daily views for “Diamond” never reached the daily views at the height of their promotions, they remained steady (with a slight increase) at just above 200,000 at the end of the study period.


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