Create a video strategy that targets the influencers who can help spread your message, then let them do the work for you.
Research company eMarketer surveyed over 11,000 U.S. female internet users between the ages of 14 and 51, then sorted the results of the influencers—heavy users of at least two social networks—and found a few crucial differences when compared to the full survey group.
Teen influencers are more likely to watch product review videos on YouTube than any other type of video. eMarketer finds that 77 percent of them watch product reviews on YouTube compared to 73 percent of the total group. Influencers also like haul and unboxing videos. Only 52 percent of the full survey group watch unboxing videos, but 71 percent of teen influencers do so.
The survey also shows crucial differences in how young people enjoy YouTube. Teens in general are far more likely to make YouTube-viewing a daily habit: 70 percent do so, compared to 50 percent of all those surveyed. Furthermore, teens watch a lot more videos in one sitting: Teens average between 6 and 15 YouTube videos at a time, while 22 percent of them watch over 20 videos at once.
eMarketer created the study for the website Influenster, and all those surveyed were Influenster members.