Blog Post #3 – Brand A vs Brand B on YouTube

Blog Post #3 – Brand A vs Brand B on YouTube

·         How often does each brand post a new video?

In the most recent videos, Kit Kat posts within five days apart. However, in the past year the consistency of the videos was two months apart. The Crunch bar YouTube videos posted are limited by only 3 videos over the past two years. However, on this YouTube account the two most recent videos were two months ago during Halloween time or when it was National Candy day.

·         What kind of video content does each brand post (commercials, celebrity spots, how-to’s, news, industry related events, music videos, etc.)

On these two recent videos Kit Kat advertised their main slogan of “Have a break, Have a kit Kat” by associating their chocolate bar with skateboarding (recreational activity) and for the most recent event called “Valentine’s Day”. In each video they promoted their product by creating another usage for the it which relates to having breaks and doing activities.

With the Crunch bar video posts, there a few videos that can provide useful recipes or event events. On one of their video prior to Halloween, Crunch created a video of using their candy bar into a crunch brownie as a treat. Most of their videos involve product promotion and the event where Crunch products are being associated with such as National Candy Day.

·         In the description area, what kind of content is included (links to other sites, keywords, descriptions, etc.)

On the description area for the kit Kat YouTube channel there were a variety of links and keywords mentioned. Typically, the keywords used in the description are: KITKAT YouTube Channel - For a break with a view. As well, there are links listed within the description area listed as:  KITKAT.com, Facebook, Tumblr, Twitter, Pinterest, and Google+.

For the description area for the Crunch Bar YouTube account, they actually shared a short description and other links to separate accounts. For example, the description found on the channel is: “Some things you just don't outgrow. The unique combination of rich milk chocolate and crisped rice in Nestlé Crunch is one of them. Since 1938 Nestlé Crunch has been bringing out the kid in people all over the world. That's before hula hoops, pet rocks, video games, and Sudoku. Today there are many ways to Crunch, each just as much fun as the next. “ (Kat, 2017) As well, they do share multiple links such as:  NESTLÉ CRUNCH, CRUNCH on Facebook, CRUNCH on Instagram, and  CRUNCH on Twitter.

·         Which are your two brands most successful recent videos?  Provide quantifiable data for each (likes and number of comments). 

One of the most successful recent videos for Kit Kat was their “My Live Break” which featured a promotion regarding skateboarders taking a break with their products. Along with this video Kit Kat received 45 views and 17 likes. However, for the Crunch bar YouTube account there are no videos that can be considered. Each Crunch video had less than or equal to 20 views and no significant likes.

·         Why do you think these two videos were so successful?

I believe that the Kit Kat video received a much more successful video compared to Crunch videos because they focused on a target market. This target market being students, from high school to post-secondary, who have recreational activities especially in skateboarding. Another reason why they achieved a moderately low number of views is because they focused on their idea of “taking a break” along with the use of music and what their market would or should be doing.

·         Include quantifiable data for each brand; see the channel’s “About” tab. (# of videos, # of views, # of subscribers, # of links to other social sites)

For the total number of subscribers and views for the Crunch YouTube account is 132 subscribers and 3,169 views. In comparison, the YouTube account for Kit Kat holds 28,049 subscribers and 12,178,733 views. If I compare both brands YouTube accounts it is evident how effective and how consumer behavior is towards Kit Kat. By the total number of subscribers one can infer that there is a large difference in their share of mind.