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Blog Post #3 - Lindt vs. The Hershey Company on YouTube


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.




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