Social and video marketing are better together than apart. Combined, these internet marketing practices fuel engagement and brand awareness, a study finds.

YouTube is often considered a video platform first and a social network second, but marketers must think of the site as one-in-the same to increase views and video content engagement. Pixability recently studied the Top 100 Global Brands leveraging YouTube for video marketing and found that results hinge on brands’ ability to seamlessly integrate the two strategies.

According to the study, there is a correlation between video marketing activity and social engagement. The top 25 percent of performers are highly active across both channels, receiving 300 times more interaction on Facebook and 89 times more Tweets than companies in the bottom quartile because of their video sharing practices.

The top 25 percent of brands are highly active across both channels, receiving 300 times more interaction on Facebook and 89 times more Tweets.

However, the majority of brands fail to capitalize on cross-channel opportunities. The report found that only four of the top 100 brands, Adidas, Apple, Samsung and Sony, received perfect scores for sharing video content on social channels. Starbucks, Ford, Nestle Pepsi and Toyota fell behind with less impressive engagement metrics due to missed integration opportunities.

Before brands can fuel video marketing success with social support, they must understand the basics of how to create and then optimize YouTube Channels. Brafton’s YouTube playbook outlines best practices for brand Channels to support a video strategy. New features help companies maximize their reach on the web, so their inspiring testimonials, engaging interviews and educational product demos receive maximum exposure.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.