Our Proposal A For Youtube Strategy Is That MTV Uses
to increase brand engagement
The main links between MTV and VEVO are through TRL.
As you can see MTV is on the periphery of musical artists youtube channels while VEVO is quite connected to them through subscriptions. Another interesting side note is that VEVO is more closely connected to some of the other Vicom channels than MTV is.
One initial important observation is that TRL does not have any CHANNEL description tags adding tags relevant to music and music videos would increase the results in youtube’s search results.
Similarly through looking at examples of VEVO playlist and types of music video compilations they are making, the TRL and MTV channels and playlists could be optimized to highlight music videos as well as TV Show content.
When you search MTV MUSIC on youtube people’s personal playlists, mostly with VEVO videos come up, but nothing officially from MTV appears until you scroll quite a ways down. On this search native user generated content ranks much higher and even though MTV is in the search title it’s chanel doesn’t appear.
World Star Hip Hop is also a top competitor. Their content is focused primarily on music video playlists and they are a popular around the world. On MTV international a music video playlist was created involving new and upcoming artists. However, as seen by Google Trends, no one is searching for this term and they don’t know that this type of programming/playlist exists through MTV International or MTV in general. Although as seen by the spike in trends people are looking for music related to MTV every once in a while.
The premis of these three youtube programs is a 'stripped down' cover version of popular songs. Although similar, the findings show that engagment for Cover Sessions is signifigantly lower than the other two. Why?
Observational Analysis - Rieder et al, 2018
- There are low likes on the video inside and outside (facebook/reddit)
- The chanel tags include nothing about music
- Zero videos are in the ‘up next’ section form creator
- 50 external websites are linking to this video
- The comments space only has 22 total and of those 22 only two comments have replys
Observational Analysis - Rieder et al, 2018
- There is very high interaction on youtube and outside of it
- The chanel tag include music tag
- One video is in the ‘up next’ section form creator
- 3,170 external websites are linking to this video
- The comments space has 10,340 total and of those 20 comments have long conversation threads
Observational Analysis - Rieder et al, 2018
- There is very high interaction on youtube and outside of it
- The chanel tag include music and concerts tag
- Eight videos in the ‘up next’ section form creator
- 10,100 external websites are linking to this video
- The comments space has 6,669 total and of those 20 comments have long conversation threads
LIKE A VERSION - Casual in studio setup with artist speaking with radio hosts and then performing - Covering other popular songs
MTV COVER SESSIONS - Highly produced (acoustic) concert style performance - Covering other popular songs
TINY DESK - Artist performing original ‘stripped down’ songs in casual desk (tiny) environment
· VISUALLY audiences seem to react better to ‘stripped down’ style rather than highly produced
· NEED MORE INTERACTION between users as well as comments from members with high level of subscribers themselves (could with ranking of videos as well as interaction/conversation in comments section)
· VIDEOS NEED TO REACH BEYOND YOUTUBE. Both of the other videos have many likes and interactions on facebook and reddit - driving people to the youtube video and increasing subscriber count.
· CHANNEL DESCRIPTION needs to have KEYWORDS ABOUT music as well as in the video tags. Suggestions -
Live Performance
concerts
studio sessions
music
ARTIST NAME
SONG NAME
alternative
Indie
Music
SMTOWN: focuses on MUSIC
MTV: focuses on ENTERTAINMENT
Finding:
Even though the upload rate of MTV is significantly higher, the Views and Subscribers are significantly lower.
Finding:
The video from SMTOWN obtains ranks higher in all regards. Moreover, there are two items, the External linked and Comments, have a much higher score.
→Lack of interaction with audience
→Rarely links in the external websites
Suggestion:
Promote your YouTube channel on different platforms
- Put a link to the YouTube channel on your other online community and email signatures or post a video on related topics on other websites.
- Place links to the YouTube channel on your website, blog, and more.
The playlists of SMTOWN that only focuses on music are named after the popular artists, idols, groups, and live music shows, while the playlists of MTV are classified according to different programs and news, with no specified list of music themes.
- We strongly recommend MTV to create some specific playlists.
For example, create a playlist named after a popular artist (Justin Bieber, etc.), which includes lots of related videos about him.
It will attract viewers and fans who are interested in him, resulting in higher views, subscriber, and comments.
- We also recommend that MTV can create more playlists of multiple music types.
Such as Hip Hop, Electronic Music, Pop Music, Jazz, Asian Pop (J-Pop, K-pop), World Music and Beats.
These clearly classified lists make it easier to directly attract users of different regions and with different interests.
The type of content that we would recommend including is more content centered on Music Videos, Exclusive Music Videos, and Stripped Down artist performances.
Across the board the formula of tagging with popular musical artists names along with OFFICIAL + MUSIC + VIDEO + current date
Create More Music & Music Video Related Playlists and perhaps even chanels.
From our findings youtube is a VERY popular medium for audiences to view music VIDEOS
and featuring music related content could increase engagment signifigantly.
MTV needs to subscribe to its own assets - and encourage musicians to ‘link back’ to MTV by subscribing to MTV.
Ranking might be related to search volume and events - make available videos that are related to an important events such as - EMA, VIDEO AWARDS - when events are happening - they will be pushed to the top of the ranking structure