How often does each brand post a new video?
· Lindt’s YouTube account is not very
active and does not post consistently. Since the past 5 months, the brand has
tried to post about once a month. Before the 5 months, there was a 5 month gap
since the last video was posted.
· The Hershey Company’s YouTube
account is fairly active with very recent videos (2 days ago). Videos were
consistently posted since last week. Prior to that, HERSHEY’s posts about once
a month consistently.
What kind of video
content does each brand post (commercials, celebrity spots, how-to’s, news,
industry related events, music videos, etc.)
· Lindt posts informative videos about
their brand and their resources. They also post commercials and “how it is made
videos”. The brand’s YouTube focuses more on the brand itself than promoting
their products.
· The Hershey Company’s YouTube is
filled with commercials and ads. The videos are either commercials on the
product itself or advertises the experience with the brand.
In the description area, what kind of content
is included (links to other sites, keywords, descriptions, etc.)
· In a typical Lindt video, the
description area mainly contains a description of the video and subtle
keywords. There are occasional links to other sites.
· In a typical HERSHEY’s video, the
description area mainly contains a description of the video and subtle
keywords. In every other video there may be links to other sites and hashtags.
Which are your two brands most successful
recent videos? Provide quantifiable data
for each (likes and number of comments).
· Lindt’s successful recent video is
called “Roger Federer
& Lindt #MannequinChallenge 2016” posted on November 23, 2016. It is a
video of the mannequin challenge trend that is very popular among social media.
The video got 54,959 views compared to its recent average views of about 600
views.
· The Hershey Company’s most
successful recent video is called “A HERSHEY’S KISSES Family: The Nobles — A Holiday
Tradition” posted on November 21, 2016. It is an experiential video that
promotes the brand and its product, HERSHEY’s KISSES. The video got 1,046,298
views compared to its recent average views of 700 views.
 |
Hershey's most successful video
|
 |
| Lindt's mannequin challenge video |
Why do you think these two videos were so
successful?
· Lindt’s video was successful because
it followed a trend. Social media had a craze about the mannequin challenge
during the late months of 2016. Lindt produced a very successful video of a
recent fad/trend, therefore gaining views of the viewers.
· HERSHEY’s video was very successful
because it was a touching experiential video that reached viewers. The video
also filmed a same sex couple which gained recognition and appreciation from
viewers. The video was very touching and was very suiting for the holiday season.
Include quantifiable data for each brand; see
the channel’s “About” tab. (# of videos, # of views, # of subscribers, # of
links to other social sites)
·
Lindt has 2,730 subscribers and 2,548,907 views.
The channel has 8 links to other sites, one being a social media site
(Google+). Number of videos is not available.
·
The Hershey Company has 11,624 subscribers and
27,813,509 views. The channel has 3 links, 2 being social media sites. Number
of videos is not available.
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