We’re analyzing Brazilian video marketing today in our continuing series on Latin America and social media. ICYMI:
- Last week we had a post on social media and internet use in the region.
- Tuesday’s post was about the general social media market in Brazil, by far the largest market in Latin America.
In 2011 an Accenture survey reported that 89% of Brazilians watch online videos (read the post for other great takeaways about social media usage in Brazil). Previously we shared 9 reasons to get in on video advertising, now! Consider this reason number 10.
Today we’re looking at the biggest brands and channels on YouTube in Brazil. We learned:
- Humor, kids, and music are the big winners
- Having one video with large viewer numbers isn’t enough to make your channel huge (see the section on humor)
Marketing is a commitment, not a campaign. A single successful video doesn’t say as much as a successful channel. So we’re looking at both the most popular YouTube channels in Brazil and their most popular videos. Here’s what marketers need to know before moving forward with video marketing in this market.
Branded Videos that Tell Stories are Powerful
Vivo (not Vevo) is a Brazilian telecommunications company providing cellular service and data plans for the mobile-device-toting public. Just this month their channel has 13.6 million total views.
- Most Popular Video: Metamorfose Ambulante 5:30 long with 20 million views total.
- A collaboration between Vivo and Samsung made in honor of the Brazilian rock legend Raoul Seixas.
Watch the marketing video and you’ll notice Vivo’s logo doesn’t even show up until the end. Instead, the video is relentlessly focused on a story.
Prehistoric cave people discover a UFO full of cell phones, tablets, and laptops. Seeing them learn how to use the technology is humorous, and the pièce de résistance is when one of the caveman evolves enough to become Raoul Seixas and play the guitar (while wearing sunglasses of course).
The closing text states something along the lines of “Internet connections have changed humanity like never before.”
Takeaway: Vivo’s caveman marketing video works because:
- It’s funny and surprising
- It’s a good metamorphosis story (emotional triggers are a good marketing tool)
- It leverages the power of celebrity, aka, use our service and become as cool as a god of rock and roll
- By adding videos on a consistent basis they are able to maintain high monthly viewer numbers
Fast-Paced, Amusing Branded Videos are Good Advertising
Banco do Brasil is the largest Brazilian and Latin American bank by assets and has 9.5 million views on their YouTube channel this month.
- Most popular video: Ourocard Crediário Visa 0:48 long with 3.7 million views total.
- This marketing video is a straight up fast-paced entertaining advertisement for one of their credit card offerings.
Banco do Brasil’s credit card advertisement is short and to the point. In the marketing video Japanese martial artists show how they use the card to slice (mostly tech) products into several pieces. This is an analogy for splitting a purchase into several payments. It’s action packed and entertaining while being short enough for anyone to finish watching. The analogy of cutting your newest tech gear to pieces is highly amusing and the effects are well produced.
Takeaway: Banco do Brasil’s marketing video works because:
- It’s fast paced and action packed
- It’s amusing and entertaining
- It uses the power of an amusing analogy (split up your payments, not your product) to put buying things on credit in a good light.
On the Other Hand: How Brands Should Not do Paid Reach Video Marketing
Netshoes, the largest online display advertiser in Brazil, is in third place on YouTube with 9.2 million views this month alone.
Sounds impressive, until you peruse the comments on their videos. Commenters consistently complain their marketing videos are spammy.
Given the nature of their business and the content of their channel, it seems likely that most of their views are gained through paid reach rather than any kind of real popularity or organic sharing activity.
Takeaway: you can get a lot of views by straight up paying for it, but the question is whether or not alienating customers with spammy marketing videos has a good ROI. The fact is that Netshoes hasn’t turned a profit since joining YouTube in 2008.
Beating Brazilian Brands: Children, Humor, and Music
Non-branded YouTube channels originating in Brazil blow the branded channels out of the water in sheer viewer numbers. When I say non-branded channels I mean YouTube channels that aren’t really on YouTube to video market a brand with pure marketing videos, they are uploading videos for other purposes. Kind of like PewDiePie.
Non-Branded Video Success: Toys and Families
Takeaway: The culture in Brazil is family oriented. So, it makes sense that a children’s channel got a lot of Brazilian views on YouTube. And knowing the viewing habits of my 2 year old, I can tell you that children like to watch the same video over and over and over. I would seriously consider that as a contributing factor for this channel’s incredibly high YouTube view numbers. From a video marketing perspective there are moral issues with marketing to children, but a takeaway from this channel is that your marketing videos don’t necessarily have to be super professionally produced to get a lot of views if you find the right niche at the right time.
Non-Branded Video Success: Humor
- Most popular video: NA LATA 1:38 long with 16.6 million views.
- A comedy skit playing the Coca-Cola “Share a Coke” campaign off some sort of Brazilian cultural mindset concerning different types of names.
- Humor concerning popular culture is the recipe for this video
Takeaway: It’s safe to say that this channel gets a majority of its views from within Brazil because of language and cultural focus. Note that while this channel has almost 5 times as many views as Vivo this past month, its most viewed video has 3 million fewer views than the caveman video marketing campaign. The marketing takeaway is that a campaign can be successful by getting a lot of eyeballs, but in video marketing terms you should be looking for a returning audience to build influence with.
Non-Branded Video Success: Music
Henrique e Juliano is a Brazilian boy band duo with 51 million video views this month.
- Most popular video: Henrique e Juliano – Até Você Voltar (DVD Ao vivo em Brasília) [Vídeo Oficial] 36.7 million views globally.
People love music, and Brazil is well known as a particularly music-loving culture.
Takeaway: It’s difficult to compare video marketing to music videos in terms of how to succeed, but video marketers can definitely borrow ideas from music videos and/or find a way to get that oh-so-sweet music celebrity tie in like in Vivo’s caveman marketing video.
This post uses the free version of Socialbakers, a social media analytics platform. Selecting Brazil in the Socialbakers YouTube analytics tool seems to filter the country of origin for each channel rather than the country of origin for its viewers. So, keep in mind that the viewer numbers are global, while the channels are Brazilian.