December 15, 2022
Fahad Hussain, CEO of Bizz Directions, researched a new insights about what matters to audiences & creators in this article. The findings have been introduced about the future of video production & digital marketing.
Brands navigating complex business environments & uncertainty in these times are taking a close look at how they use marketing, including video content, to maximize their budgets, boost brand awareness & drive sales results.
Some might choose to hedge their bets by having their content on as many platforms as possible, but trying to be everywhere, except where it matters, is unlikely to drive real value for brands or their bottom lines.
As marketers looking to make wise trade-offs & find a video platform that truly matters to business growth, knowing what resonates with our audiences on a platform can help us make decisions that count.
Definition of Content & Platform Is Their Heart
High production values, sleek video quality & mass appeal, these might be what some brands see as defining good content, but when we asked viewers what matters to them, they surprised us with their answers.
Across the world, viewers are less likely to describe "good content" as coming from an established agency or studio, or created to appeal to a large audience. Instead, their definition of good content has certain qualities in common: intellectual, relevance & sensorial stimulation, & emotional resonance.
And the platform at the heart of good content today is YouTube, say audiences. More than 90% of viewers polled in APAC markets such as Hong Kong,6 Indonesia,7 Korea,8 & Taiwan9 say they can find good content on YouTube significantly more than the competitor average. Viewers also say YouTube is #1 in delivering intellectually stimulating & relevant content.
Platform That Really Matters To Viewers
With viewers saying YouTube has the most diverse content & that it’s the #1 place for them to go deep with what they love, it’s no surprise the platform draws more than 2 billion people globally every month.
As a fact, many say they turn to YouTube as their first platform of choice for good content. And more than 80% of viewers say that one year from now, YouTube will be the first place they go to when they want to watch something.
It’s also the platform that speaks to viewers’ myriad needs & moods throughout the day, whether they are bonding with family & friends over live-stream events on Connected TV or enjoying a light-hearted moment watching comedies on YouTube Shorts, which draws 30 billion views a day, up 4X from a year ago.
Given how much the platform matters to viewers, & the deep level of video engagement that viewers have with YouTube content across formats & devices, creators have found the platform to be the one that matters most when it comes to developing closer relationships with audiences.
Platform That Really Matters To Creators
Sydney Morgan, a beauty creator with 4.19 million subscribers on YouTube, is among the many creators who say the platform is critical because it enables them to build deep connections with viewers. The deep connection creators have with viewers on YouTube has fueled subscriber growth across world, for instance, more than 6,100 channels have over 1 million subscribers, which is an increase of 42% year over year.
YouTube also matters to creators because its creative ecosystem supports them in turning their passions into businesses or careers that pay a steady, meaningful income. Indeed, over 80% of creators agree that YouTube provides them with an opportunity to create content & earn money that they wouldn’t have received from traditional media.
Platform That Really Matters To Culture
The coming together of viewers & creators on YouTube has made the platform critical to culture. They form communities around shared interests on the platform, & their exchanges shape cultural conversations & norms. 1 example is the platform’s role in building up K-pop fandom.
K-pop fans & creators have produced all kinds of Korean music-related content on YouTube, from videos about how to start a K-pop fan channel to fancam videos that are edited by fans & spotlight a particular member in a K-pop group.
Platform That Really Matters To Brands
Being at the heart of good content that matters to creators, viewers, & culture. YouTube offers clear wins for brands. It enables them to develop authentic brand content, on their own or in partnership with creators, to reach the right audience, drive awareness, & increase sales.
Its suite of creative offerings also means brands can tap it for marketing campaigns that not only reach people but resonate with them, too. The platform’s broad appeal further helps brands widen their campaigns to connect with audiences who access content solely online, & whom a TV-only campaign wouldn’t reach. It’s no surprise, then, that the audience reached on YouTube is incremental to TV.
Beyond enjoying massive reach, campaigns on YouTube enable brands to significantly raise awareness of their products.
Furthermore, it helps brands win consideration among viewers across the globe. In markets viewers say advertising in YouTube videos makes them more likely to consider a brand or product, & it is the #1 video platform that helps them decide what to purchase.
Ultimately, YouTube marketing campaigns enable brands to increase their sales.
When brands face pressure on their bottom lines, it’s critical for them to be on a platform that truly matters — YouTube.
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