With so many online platforms to advertise on and all the different forms of marketing to utilize, YouTube marketing might not be on your radar. But it should be. YouTube has become one of the fastest-growing and most profitable mobile channels in the game, and your brand should be on board. Creating video content can be expensive and you may be wary about dishing out the money when you aren’t sure about the ROI. Check out these statistics that prove why YouTube is a gamechanger, and why you need to add the platform to your marketing strategy ASAP.
1. YouTube is the second most visited website in the world.
It is second only to Google, who actually owns the video sharing platform. This means YouTube has the traffic necessary to drive the results you’re looking for, as long as you optimize your strategy.
2. YouTube is the second largest search engine with 3 billion searches per month.
Once again, the platform is only beaten out by Google, which often shows results that lead directly back to YouTube. When you search for anything, from snack recipes to timeless wedding makeup looks, there's going to be a video catered to your request. People are using YouTube as a source of information, not just a social media platform or form of entertainment.
3. In 2018, it was the most popular iOS app.
Video content is one of the easiest ways to engage with information, and apps make it easy for consumers to watch on-the-go. Now, you’re able to get your brand in front of your target audience anytime, anywhere.
4. YouTube mobile reaches more 18-34-year-olds than any TV network.
Are we surprised that the rise of online streaming means fewer millennials are watching traditional TV networks? No. If 18-34-year-olds are your target audience, meet them where they are online.
5. 51% of people over the age of 75 use YouTube.
It’s not just younger audiences that watch videos on YouTube. While seniors can sometimes be difficult to reach on digital channels, you can definitely find them on YouTube.
6. There are 1.9 billion users logging in each month.
With so many users in one space, the ability to form niche markets within the site has allowed brands to target audiences more precisely.
7. 1 billion hours of content is consumed daily.
In 2018, beauty-related content generated more than 169 billion views on the video platform. That’s a lot of people watching a lot of content - make sure you’re a part of that by finding influencers to post for your brand on YouTube!
8. 80% of shoppers begin their purchasing process through YouTube.
People rely on other consumers to use a product and review it before they spend their own money on it. If there aren’t reviews or tutorials using your product, then people will be less likely to take a risk on it.
9. YouTube ads are 84% more likely to hold the attention of a consumer than a TV ad.
With this performance, they are becoming a more targeted and effective option compared to TV commercials.
10. 75% of adults are watching YouTube on mobile.
This means their buyer’s journey can be established or catered to on-the-go.
11. The average mobile viewing lasts more than 40 minutes.
People, even on-the-go, are enjoying long-form content that establishes a relationship between the viewer, content creator and potentially a featured brand or product. Once people watch one video, they continue on to the next.
12. People have watched 50,000 years of product reviews in the last two years on mobile alone.
This means consumers will look for the opinions of other people who have tried a product first over just buying off the shelf. Now, people are using YouTube to finalize their purchasing decisions while shopping.
13. YouTube users are 3x more likely to watch a tutorial video than read the product instructions.
With how in-depth influencers can get with tutorial videos, it makes sense that consumers would want an entertaining and convenient alternative to reading a manual.
14. “How-To” videos have grown by 70%.
Having your product featured in one of these videos establishes your brand as a reliable product for consumers and can help ensure customers are using the product accurately for the best results.
A great example of this is the Beauty Blender! After beauty vloggers made videos explaining how using the Beauty Blender while wet created better results than using it dry, the tool’s popularity skyrocketed. If you’re interested in getting the word out about your product or service, it might be time to consider product gifting!
15. In early 2018, videos created by beauty brands represented only 3% of total views. Individual beauty vloggers controlled an incredible 97% of all beauty topic videos.
Exposure is everything in this saturated market. With only 3% of views on beauty content coming from brand-specific channels, it’s obvious that partnering with beauty influencers on this platform is the best way to get in front of your target audience.
As you can see, YouTube is a content powerhouse filled with amazing marketing opportunities for your brand. Not only are you able to get your products in front of a large number of people, but you’re also able to directly connect with the people in your target audience. If you have any questions about launching and optimizing your brand’s YouTube presence or implementing a YouTube influencer collab, our influencer marketing specialists are always ready to chat!