I’m going to pick on YouTube in this post. And I love the company, what they’ve done, and especially their post this week. But you’ll notice that week after week, they’re never at the top of our TopTen list in terms of engagement.
Sure, they have one of the largest fan counts, which makes engagement more difficult. But all these pages have massive fan counts.
YouTube has some of the most engaging content in the world, presented in a rich media format that everyone knows and loves. And yet their content almost never reaches the same level of engagement of our other TopTen brands.
Why?
My take is that although people love YouTube, they love it as a platform. Not a brand. YouTube hasn’t created a personality that people can identify with. At least not the way brands like Disney, Red Bull, and Converse have.
YouTube is a functional brand, not a lifestyle brand. And functional brands rarely have the same grip on their customers that emotional brands do. Both in terms of customer retention, and as we’re seeing here, in emotional engagement.
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Here's the Valentine's Day video YouTube posted last week. It's good.
Below are the top posts last week from the top ten brands on Facebook. If you'd like to know what works on Facebook for your target audience, sign up for a FREE TRIAL of Zuum by simply registering.
