We analyzed thousands of public YouTube data and the result is clear: Successful brands tend to publish videos more frequently and focus on long-form content. If you want to emulate this approach, you need to upgrade your tech stack.
We analyzed data of DAX 40 companies’ YouTube channels from 2015 till 2022. The number of published videos increased over time. Especially in 2022, companies uploaded significantly more content.
There is also a trend towards producing longer videos, especially videos between two and twelve minutes. However, according to WISTIA (see chart below), a relation of exponential decay between average engagement and video length can be observed. According to the data, the sweet spot of length is between 6 and 12 minutes.
Source: https://wistia.com/learn/marketing/optimal-video-length
The big issue is that longer videos mean more effort, more planning and organisation and in general overall higher production costs and allocation of resources. How does one get their money’s worth and make their viewers maintain engagement for long-form video content? The best answer is data-driven Video Marketing.
A proper analysis of the right technical stack for producing long-form video content is vital.
In terms of tooling, what is currently available on the market?
While many tools focus on either the stages of video production and post-production or reporting and performance monitoring, there are no tools available for the stages before content production even begins.
How do you know what content to produce? How do you assess whether your video idea will have any success from an SEO perspective? And let’s say you want to produce a long-form content video, how do you know if your video idea is actually suited for the desired length?
Enter tubics.
tubics provides all the necessary tools you need to fill that gap:
With tubics your future tech stack for video production might look like this:
Let’s dig a bit deeper into these functions.
At the very beginning of content creation, tubics helps you to gather your ideas and suggests related topics based on real search data.
An idea isn’t worth much without additional information on that idea’s quality from an SEO perspective. tubics tells you a keyword’s search volume, projected monthly views, its competition level on Google and YouTube, and whether a video based on this keyword has a realistic chance of being displayed in a Google search.
After deciding on some keywords, you can bookmark them and let tubics do the heavy-lifting. tubics will boot their machine-learning-driven resources and create an extensive briefing for your idea:
tubics is always striving to find new connections to data sources relevant for SEO and lets you integrate them into your ideation workflow. For instance, you can connect your Google Search Console account and get further ideas on a weekly basis which then can be bookmarked and used to create video briefings:
There is a rising demand for long-form video content. For brands it is easy to come up with ideas and a script for a 30-second clip. However, it’s much more difficult to create such a script for longer videos.
To cope with the budgetary risk of producing long-form video content, a proper analysis of the technical stack is vital.
There is an oversaturation of software products that offer good tooling for editing/cutting content or conducting impact analysis, but none of them start with the beginning: ideation and preparation.
tubics is the only video marketing product that accompanies brands from ideation to deployment. It leverages the powers of machine-learning algorithms and longstanding SEO expertise to provide brands with the necessary data to produce long-form video content in the most cost-efficient way possible.
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