Beer brands spend $23m with Youtube

Big beer brands targeting the lucrative millennial market spent $23 million (£14.7m) on Youtube campaigns in the last year, a market report has revealed.

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Bud Light secured the most successful Youtube hit rate (Photo: Bud Light)

The spend secured hundreds of millions of views by the key target market for top spenders Budweiser, Heineken and Samuel Adams among others.

Bud Light drank up the most Youtube views for its videos at 120 million, while sister brand Budweiser achieved the highest level of engagement, 57.2 million earned views on 106 million total views. Bud Light had 15.4 million earned views for its YouTube videos.

“Total views are a misleading metric for YouTube performance because they can represent promotion on the part of the brand, not audience engagement,” explained Patrick McKenna, CEO of Strike Social, the company behind the report.

“Earned views tell you which brand had the most engaging content, and it is audience engagement that drives sales,” he said.

Budweiser had the strongest Youtube performance over the year, with four of the top 10 best performing YouTube videos during the past 12 months, all related to their Super Bowl campaign. Heineken was second with three videos in the top 10 best performing beer-brand videos.

Samuel Adams had the third best performing video among the beer brands with its HeliYUM video, which involved no promotional spend and secured 652,000 views.

Ranked by views, the top five beer brands on YouTube were: Bud Light (120 million), Budweiser (106 million), Heineken (38 million), Michelob Ultra (20.5 million) and Corona (17.6 million), according to the report.

Commenting, McKenna noted both Samuel Adams and Corona missed an opportunity to drive much more Youtube engagement for their videos by failing to put sufficient advertising dollars against those videos.

“Sam Adams and Corona have some great content here and should put spend behind these content themes because they really performed organically,” he said.

The YouTube Beer Brand Report for 2014 is available upon request from Strike Social.

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