YouTube’s most touted statistic is that they are the 2nd most visited ‘search engine’ in the world… behind their parent company, Google. As much of a stretch as that line may be, it reveals a truth of how people interact with video online – they are just as likely to seek out a piece of written content relevant to their interest as they are a video explaining the same thing. Sure, you could read the instruction manual on how to install your new gadget, or you could watch a 5-minute video off of your phone.
Simply put, video has become the primary way in which people view content in any form, and YouTube is the largest video site, by far.
As such, we’re excited to report that the Sotheby’s International Realty YouTube channel has reached the milestone of over 30 Million video views and is the most viewed and subscribed-to real estate channel on all of YouTube.
How was this accomplished?
When we launched our YouTube channel in the fall of 2011, the Real Estate video landscape was markedly different. The vast majority of property video content could charitably be described as ‘still-image slideshows’, likely created through an automated system. This was not the intent when Ken Burns created his famed documentary effect.
We knew we had to elevate what consumers experienced when viewing Sotheby’s International Realty property videos. We decided to set the highest of standards for every video featured on our channel:
- HD Resolution at Minimum
- Professionally Shot & Edited footage (no handheld footage)
- Limited Still-Image Photography
- Fully Licensed Musical Accompaniment
- No On-Screen Text
This has allowed us to set a consistency of content on our channel that is unmatched in the real estate industry. Our subscribers understand that they are going to see 2 of the most exquisite property videos every day that they view their YouTube channel, and they continue to come back in spades. It’s our subscriber base that’s our greatest asset – the most subscribers you have to your channel, the more YouTube will organically surface your videos in search results and alongside other related videos.
What is truly inimitable about our video strategy is that every single property video, which accounts for 99% of the videos we feature on our channel, is produced at the local level. These are Sotheby’s International Realty agents and brokers who understand how best to present their client’s homes, and how to engage consumers and prospective buyers with the best content possible.
It’s a worldwide production studio of 800+ offices and 19,000+ agents.
The Sotheby’s International Realty brand will continue to push the boundaries of video throughout the real estate industry – higher production value, 4K resolution, 360 video… Keep watching.