New Tool Lets Companies Weigh The Success Of Viral Video Campaigns Against Competitors

By Megan O'Neill 

Ever wondered how your online video campaigns stack up against those of your competitors?  This week social media benchmarking platform Unmetric introduced YouTube metrics, letting users compare stats like views, tags, favorites and ratings to find out exactly how their campaign success compares to that of competitors.

According to a press release, “Unmetric does more than just monitor and listen to social media.  The Unmetric score unifies 24 qualitative and quantitative metrics into a single score ranging from zero to 100, and takes the guesswork out of deciding which YouTube campaigns are successful.”

Unmetric CEO Lux Narayan says, “YouTube is a unique marketing tool for brands to directly connect with new audiences.  Companies like Old Spice, Red Bull and Nike have huge viewership on their YouTube brand channels.  With the addition of YouTube to the Unmetric platform, we are empowering CMOs and social media managers to consider metrics beyond page views.  By looking at a video length and content tags over a period of time, we’re encouraging the sort of competitive spirit that big brands thrive on.”

In addition to views, Unmetric measures features including video length, word clouds that illustrate which content works best for brands over time, top videos, and more.

The way that the new metrics can be used are illustrated in a press release:  “For example, did you know that in the last month Chevrolet has prolifically uploaded video content?  The company has added over three hours of content from 66 videos.  In comparison, Ford’s YouTube channel uploaded a mere six minutes of content from four videos.  Yet this is more than Dodge or Chrysler, who barely managed four minutes of video between them.  Surprisingly, out of these four automotive giants, Ford ramped up its social base the quickest with 11 percent growth.”

Do you think you could benefit from a tool like this?  Feel free to share your thoughts with us in the comments below.

Megan O’Neill is the resident web video enthusiast here at Social Times.  Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.