Account Receivables Manager, 5+ Years of Client Success and Project Management
March 1st, 2020
As marketers, we all understand the importance of content for a business and brand.
With video being at the forefront of digital content consumption, it's clear it should be a part of your business marketing strategy and for many types of businesses, YouTube is the platform to house it.
Video in sales and marketing
Video is shortening the consideration stage of the buyer’s journey and helping guide consumers in their decision-making.
According to Social Media Today, "97% of video marketers report that video helps users understand their products or services better. It also helps to increase sales."
Whether you’re a first-time YouTube creator looking to increase your subscriber base, or an experienced video marketer looking to increase your brand’s video reach on YouTube, the first step towards understanding and mastering this platform is to consider the numbers.
In the infographic below, provided by Hootsuite, you’ll find leading statistics to prepare you for YouTube success in 2020.
Let's dive a little bit deeper together into who is watching content on YouTube, how they are watching it, and what they are watching, in order to inform your video marketing strategy.
That is a lifetime’s worth of content, uploaded each day meaning there is a lot of competition.
Many businesses might still believe that their audience is not present on YouTube, but the stats prove otherwise.
YouTube is the second largest search engine tool in the world, right behind Google, its parent company.
It has an extensive and active market that businesses have the potential to tap into. And, since a vast number of YouTube users visit the platform on a daily basis, it holds great potential for organic reach.
How are people watching YouTube?
YouTube visit time
According to Social Media Today, each visitor spends an average of eleven minutes 24 seconds per day on YouTube, which is an increase from eight minutes 41 seconds in 2018.
As the platform’s algorithm continues to better align content with viewer interests, viewers are spending a longer time on the platform.
As such, typical YouTube engagement involved 6.5 page views per visit.
Mobile usage continues to rise
70% of YouTube views are on mobile devices, which should come as no surprise, as we rely on our mobile devices for pretty much everything nowadays.
As marketers, we need to adapt to consumer behavior and give them content in the way they want it most. YouTube has created a great mobile experience for its audience. No matter the platform we use, our content must be responsive and mobile-ready.
What are people watching on YouTube?
YouTube is the second-most-preferred platform for watching videos on TV screens among 18 to 34-year-olds, after Netflix.
The vast array of content on YouTube can offer unique, memorable experiences for users.
With a broad decrease in cable subscriptions and a rise in streaming platforms, YouTube has further positioned itself well with the introduction of YouTube TV.
YouTube TV offers a cable-TV-like experience through a variety of devices including Apple TV, Roku, Android TV, Chromecast, Amazon Fire TV, as well as numerous smart TVs, phones, tablets, and web browsers.
YouTube's user-centered algorithm
70% of YouTube's content consumption is determined by the platform’s recommendation algorithm.
As marketers, we depend heavily on algorithms from social platforms. Understanding these algorithms is crucial for marketers to engage and maintain their audience.
According to Clifford Chi, "YouTube’s algorithm serves the most relevant, personalized videos to their users on five different sections of their platform: search, home, suggested videos, trending, and subscriptions."
In essence, YouTube follows its audience engagement very closely, tracking the videos users watch and do not watch, their time spent on the platform, if they like or dislike a video, as well as any negative feedback on videos.
This is very useful for business owners and marketers who rely on analytics in order to understand the video content their audience actually wants.
"Of all the videos watched in a single day around the world, one billion of those are learning-related videos. That includes edutainment (often hosted by subject-matter experts), how-to or curriculum-based videos (often hosted by educators or experts) and skills-based learning videos for teachers."
As marketers and business owners, we are the educators for our specific industry.
YouTube is an amazing platform for housing content that educates viewers.
When consumers are looking to research and find out more about ANYTHING, Google and YouTube are usually the first stops.
YouTube can help improve your brand presence by allowing marketers to engage users with unique content that's easy to consume and share.
Educating your audience on your product or service can influence their buying decisions and therefore increase, leads, sales, and awareness for your business.
YouTube for Marketers
Utilizing YouTube regularly for your organization can be a cost-effective part of your marketing strategy.
YouTube is not just an entertainment platform anymore. Rather, it is an amazing marketing tool to fuel your video marketing strategy, helping businesses reach their audience in the way viewers want to consume content.
Check out the infographic below for detailed statistics to fuel your YouTube video marketing strategy!