Online video performance isn’t just about views; it’s about audience and engagement. The Online Video Grader we use looks at four separate, yet interrelated areas that determine how well an organization is leveraging online video and YouTube:

  • Website score
  • Search engine score
  • YouTube score
  • Social media score

The grader analyzes numerous attributes under each area, as well.

As an example of brands that successfully leverage video, consider Nintendo — which has one of the top-ranking channels on YouTube. Not only does the company produce great content, but it produces lots of it as well, giving subscribers and other interested parties a reason to return.

2. Integrate YouTube and web content: The most effective video marketing programs create a symbiotic relationship between their two owned media platforms: their YouTube channel and their website. Consistent branding and YouTube channel customization occur in 63 percent of the most effective business-oriented YouTube channels. Furthermore, 61 percent also embed their YouTube content on their website. Keep in mind, YouTube automatically compensates for diverse devices — which is particularly important for mobile and tablet viewing.

A YouTube embed is not just web content — it’s very important (Google-wise) web content. Consider the example below from Newegg.com, a rich tech gear site that nicely integrates YouTube video to increase both its search results and product sales.