Specialists from the AMDG agency summed up the results of the second quarter of 2024 for the brand communities of Belarusian YouTube. In the new material, you will find out which brands use paid promotion and which prefer to increase their reach with Shorts videos. The return of the old format life:), advice from AutoStrong-M and live toys FUNtastik – these and other updates to YouTube channels of brands in a new review from AMDG.
10th place – life:)
Almost two years later, conversational videos appeared on the life:) channel again. In the second quarter of 2024, 3 of them were released. The most popular one received more than 15 thousand views. In it, a representative of the teleoperator tells users how to transfer a number from another network and become a life:) client.
Over the past 3 months, the total number of views of life:) content has increased by 3.5 million. In the previous quarter, the increase was 2.5 million views.
9th place – Volkovysk Meat Processing Plant
From April to June, Volkovysk Meat Processing Plant did not publish new videos. At the same time, the number of views increased by 3.8 million. This trend may indicate that extensive advertising campaigns continued to be launched for videos added earlier.
In the previous quarter, 8 videos were published, 7 of which were made in advertising format, lasting up to 1 minute. The video with the most views (1.4 million) was of a group of friends preparing dinner with the plant’s products while listening to music.
8th place – Atlant
On its YouTube channel, the Atlant household appliances manufacturer shares reviews of its products. During the period under study, the company released 14 videos with reviews of various models of refrigerators and washing machines. The total number of views was 6.6 thousand.
The review of one of the refrigerators attracted the most attention. It was viewed more than 1.2 thousand times. In the comments, users asked questions that interested them and shared their wishes on the characteristics of future models.
From April to June, 6 more videos were published than in the first 3 months of 2024. Total views increased by 4.3 million.
7th place – FUNtastik
FUNtastik released all their videos in Shorts format. In the second quarter of 2024, the toy store published 57 vertical videos, which is almost 2 times more than in the previous year. Such activity allowed the channel to enter the TOP 10 most effective Belarusian brands on YouTube. The total number of views increased by 4.5 million, subscribers – by 8.2 thousand.
The users who were most fascinated by Shorts were the “grass-growing” toys – an eco-toy that has real grass instead of hair. The first stage of hair growth was viewed more than 556.7 thousand times. Users gave 23 thousand likes and wrote 360 comments. Later in the series of videos, the audience chose the character's name and watched the progress. The publications received from 4.5 to 11 thousand likes.
The most likes were given to Shorts about how to use a small area to make the area look beautiful and bring maximum benefit. The number of likes was 23 thousand. The video was watched 390.5 thousand times, more than 970 viewers left comments.
5th place – Borjomi
From April to June Borjomi published 8 short advertisements. 5 were dedicated to the Holy Spring brand, 3 to Borjomi mineral water. The company presented new flavors and reminded us that we ourselves are the source of joy. In the second quarter of 2024, the number of views increased by 5.1 million.
The advertising video for still water “Holy Spring” reached the maximum number of views – 2 million, which amounted to 40% of the total coverage. The heroes of the video are a mother and son having fun on a summer day. 50 users liked the post.
The maximum number of views of the Borjomi mineral water commercial was 1.5 million. The video was liked by 15 users.
4th place — “AutoStrong-M”
In the second quarter of 2024, AutoStrong-M was ranked 4th in the ranking of the most active brands on YouTube. The auto parts store published 15 videos and 24 shorts. The total number of subscribers was increased by 30 thousand, views by 7.7 million.
The video with tips on preserving engine life aroused the most interest among users. The number of views exceeded 506 thousand. The audience found the information useful and thanked the authors in the comments. In 2 months there were over 2.1 thousand of them. The video received 14 thousand likes.
3rd place – “Farmland”
Farmland released 2.8 times more videos compared to the first quarter of 2024. 17 regular videos and 2 Shorts allowed the pharmaceutical manufacturer to increase the number of views by 10.1 million. Thanks to this increase, the company took 3rd place in the ranking.
The publications were short advertising videos with various medications. The pharmaceutical manufacturer also shared with subscribers a half-hour lecture on the topic of cardiovascular diseases. One of the most popular videos, which advertises vitamins, has collected more than 2.7 million views.
The total reach of videos published from April to June was 8.2 million views, Shorts – more than 35 thousand.
2nd place – Belor Design
During April – June, Belor Design increased the total number of views by 19.8 million and attracted 89.4 thousand new subscribers. The Belarusian cosmetics brand published both short advertising videos aimed at increasing coverage and long videos with tutorials and product reviews.
The most viewed long video was an analysis of nine popular makeup mistakes that age you. It was viewed more than 3.7 thousand times. 74 users liked the tips.
One of the short vertical videos was liked the most by users. It was viewed almost 20 million times. The audience was captivated by the makeup of the mother and daughter; some noted their charisma. Shorts collected over a million likes and 3.8 thousand comments.
1st place – “Dodo Pizza”
The leading position in the ranking of the most active brands on YouTube in the second quarter of 2024 is still occupied by Dodo Pizza. From April to June, the channel published 6 traditional commercials and 28 short vertical videos, which is a total of 7 publications more than in the previous quarter.
Increased brand activity contributed to an increase in the total number of views by 44.1 million. The channel’s audience grew by 43 thousand.
A record number of views during the analyzed period was reached by Shorts, in which Dodo’s employee prepares a branded dodster. It was viewed more than 4.9 million times. Users left more than 245 thousand likes and 2.5 thousand comments. The audience was surprised by the presence of a clear recipe and thanked the pizzeria for their favorite dish.
Among the horizontal advertising videos, the new combo with the cartoon characters “Lady Bug and Super-Cat” managed to attract the most attention. The publication reached 87.4 thousand users.
Rating of Belarusian brands on YouTube in the “Retail” category
BRAND
η_SMM
1.
Shopping center Galleria Minsk
480.6
2.
Neighbours
326.7
3.
Euroopt
314.5
4.
Almy
101.5
5.
E-delivery
100.1
6.
Euroopt Kids
14.4
7.
Ohm
5.0
8.
Hippo
4.4
9.
Belmarket
1.7
10.
SPAR
1.7
eleven.
Hypermarkets Green
0.7
12.
Shopping center Oldcity
0.5
13.
Shopping center Galileo
0.4
14.
Crown
0.1
15.
CAMELOT
0.1
Rating of Belarusian brands on YouTube in the “Retail equipment” category
BRAND
η_SMM
1.
5th element
896.5
2.
21vek.by
561.9
3.
Elektrosila
330.3
4.
7745.by
129
5.
djshop.by
58.6
6.
ULTRA.BY
22.2
7.
I-Store
5.4
8.
Elmarket.by
2.7
9.
ono.by
2.5
10.
Imarket.by
2.2
eleven.
Miele Center
1.8
12.
Gefest
1.1
13.
Hello
0.1
Rating of Belarusian brands on YouTube in the “Food” category
BRAND
η_SMM
1.
Volkovysk MK
1510.3
2.
Bonfesto
1009.3
3.
Frost product
622.6
4.
FRUDS
324.3
5.
Pinsky MK (Pikant)
272.7
6.
Ganna
202
7.
Savushkin product
20.7
8.
Santa Bremor
18.8
9.
Belfood Production
8.9
10.
Spartacus
8.7
eleven.
John Dory
6.9
12.
Danissimo
3.6
13.
Bellakt
3.5
14.
Bambolina
3.0
15.
Activia
2.9
16.
Slodych
1.8
17.
Grandma's jar
1.7
18.
Red Pishchevik
1.2
19.
KAMAKO
1.2
20.
Bellakt. My baby is growing
1
21.
Shokoladovo
0.8
22.
Dairy world
0.7
23.
Brest MK
0.5
24.
Mogilev ice cream factory (Leva)
0.5
25.
Petrukha TM
0.4
26.
Gomel fat plant
0.4
27.
Actimel
0.3
28.
Mozyrsalt
0.2
29.
Grodno MK
0.2
thirty.
Slavic Recipes
0.2
31.
Onega
0.2
32.
Danone
0.2
33.
Minsk Dairy Plant No. 1
0.1
34.
Gaspadar
0.1
35.
Belgospischeprom
0.1
36.
Spoon in palm
0.1
37.
Berezovsky cheese-making plant
0.1
Rating of Belarusian brands on YouTube in the “Cosmetics” category
BRAND
η_SMM
1.
BelorDesign
7961.9
2.
LUXVISAGE
18.9
3.
Belita
6.3
4.
Yves Rocher
2.7
5.
FARMASI
2.3
6.
Relouis
1.6
7.
LILO
1.3
8.
Modum
0.6
9.
Dilis Parfum
0.5
10.
BelKosmex
0.2
eleven.
Oriflame
0.1
12.
Markell
0.1
Rating of Belarusian brands on YouTube in the “Clothing and footwear” category
BRAND
η_SMM
1.
MEGATOP
1070.2
2.
Sportmaster
238
3.
Mitrik
130.6
4.
CONTE
47.4
5.
Marco
43.4
6.
Milavitsa
18.5
7.
NELVA
17.2
8.
Elema
14.5
9.
nashamoda.by
12.9
10.
SHAGOVITA
10.1
eleven.
Belwest
9.0
12.
Mark Formelle
4.9
13.
Gulliver
0.2
14.
Burvin
0.2
About the methodology
The research methodology takes into account the increase in key indicators, such as the number of videos uploaded to the channel, the period of their posting, the number of video views and the number of subscribers. You can learn more about the method for assessing brand activity on YouTube here .
