Video Essentials

Tap Into an Audience’s Passions to Drive Purchases, Says YouTube

Are your brand’s videos engaging customers on their passions? YouTube released its latest YouTube Insights report for brands, and this one is all about connecting to an audience by tapping into what it’s most passionate about.

Here are a few stats from the report to give you an idea what YouTube is saying:

  • A majority of beauty product consumers (66 percent) say YouTube videos influenced purchases by helping them visualize how products would fit into their lives.
  • Even more auto shoppers (72 percent) said YouTube videos influenced their purchases with in-action videos of the vehicles they were thinking about buying.
  • For smartphone shoppers, how-to videos and reviews influenced their buying decisions, say 62 percent of purchasers.

AudienceAccording to the report, young people are especially active on YouTube: 9 percent of 18- to 34-year-old visitors share or comment on YouTube videos each month. That’s 10x the social engagement of all the other prominent video sites put together, YouTube notes.

YouTube also highlights that it reaches 47 percent of all 18- to 34-year-olds, which is more than any cable channel. If you want to reach those young viewers, make sure you content looks good on a smartphone: The report says that 98 percent of them watch video daily on their smartphone. Only 56 percent watch video daily on a computer. For young adults, smartphone viewing is highest from 12PM to 5PM.

For more results, including a look at the World Cup ads that performed the best, read the Q2 2014 YouTube Insights report.


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