‘Don’t bet on your video subscribers’ – Forrester
Ryan Skinner says, “Here’s an interesting discrepancy: Marketers and agencies fuss over how many people subscribe to a brand’s YouTube channel. Yet, the ease of subscribing suggests little commitment, and YouTube buries notifications of new videos from subscribed channels.*
Thus, in the context of a report I’m writing, I hypothesized that YouTube subscribers were worthless; brands that had collected thousands of subscribers had only a number. Nothing more.
And I tested the hypothesis.
Take 60 brands with at least 1K YouTube channel subscribers (the average was 350K).
Count views for a dozen videos, each between two weeks and 12 months old.
Establish an average view count, and divide by the subscriber total.
Graph it”.
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