YouTube stats to inform your marketing strategy

djbaxter

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9 YouTube stats to inform your marketing strategy in 2019
by Rebekah Carter, SproutSocial.com
May 10, 2019

There are 1.9 billion active users on YouTube
Currently, there are 1.9 billion active monthly users logging into YouTube. That’s one-third of all the people online and a heck of a lot of opportunity for any business. YouTube’s popularity spans 91 countries and 80 different languages, covering about 95% of the global online population. YouTube reaches more 18-49-year-olds on mobile alone than any cable TV network or broadcast.

YouTube is the second-most visited site in the world
According to Alexa rankings of the top 500 sites on the web, YouTube is second only to its parent company, Google, which is perhaps not surprising, but even more impressive when you consider the fact that it’s beating out Facebook, top Chinese search engine Baidu and Wikipedia, just to name a few.

Cisco predicted that video will make up 82% of global internet traffic by 2022, and with the year fast approaching, YouTube is one of the forces that certainly appears positioned to make it a reality.

Additionally, Google has revealed that YouTube users often search for ‘how to’ videos and other ‘search engine-like’ queries. This type of revealing user insight also makes YouTube a valuable source of social listening data that can help you pinpoint your audiences’ specific interests and needs.

Millennials prefer YouTube over TV
According to a 2016 study released by Comscore and YouTube, 35% of the 2,940 respondents selected YouTube as their “one preferred provider,” while just 19% chose TV. Additionally, a 2015 Forrester Research forecast predicted that by 2025, half of all TV viewers under the age of 32 will not subscribe to a traditional pay TV service. Users are watching more than one billion hours of YouTube videos each day, with over half of those views coming from mobile devices at upwards of an hour each day.

The average length of a first-page video is 14 minutes and 50 seconds
Backlinko shared findings from a study in which 1.3 million YouTube videos were analyzed to identify various ranking factors potentially impacting YouTube SEO. Among one of the most actionable findings for marketers was the discovery that long-form videos, specifically those clocking in at 14 minutes and 50 seconds, outperformed their shorter counterparts.

Paid YouTube mobile ads are more likely to receive attention than TV ads
A mobile ad on YouTube will attract your customer’s attention 83% of the time. That’s even more impressive when you consider that TV ads only get the same level of attention 45% of the time. The same study also found that YouTube’s TrueView ads worked in synergy with TV ads to improve brand metrics like ad recall.

TrueView in-stream ads can be highly targeted, and Google found that relevant ads get 3 times more attention than the average video ad. This means that even though users can opt to skip these ads, catering to your audience with an attention-grabbing opening is likely to keep them viewing. What’s more, viewers who do watch an ad to completion are 23 times more likely to convert, subscribe to a channel, or share a video.

There are more than 50 million content creators on YouTube
It’s clear that if you are thinking of running your own YouTube campaign, you will have some competition. There are about 50 million active content creators on the platform today. The content creator base on YouTube is the biggest in the world, with some people earning five or six figures a year.

The number of channels on YouTube with more than 1 million subscribers also doubled in 2018 – advertising the ongoing popularity of these creators and their consistent output of content that keeps viewers coming back.

This means that YouTube is an ideal network to include in any influencer marketing strategy you’re planning across social media. Individual creators, many of whom are also influencers, drive about 92% of the total views on sponsored videos on YouTube. Partnering with the right people could be the best way to make sure that your content gets in front of the right people,

Marketers are increasingly focused on YouTube ads
These days, no-one can afford to underestimate the power of video, and YouTube is a valuable platform for kicking off any video ad strategy. According to Animoto, 93% of marketers say they have landed a new customer thanks to social video in 2018.

Brands of all sizes and backgrounds are beginning to embrace YouTube as a powerful way of telling their story through a popular channel. As an example of this volume, 4,680 brands sponsored 8,964 videos just during the week of September 16th, 2018. In 2018, video on YouTube generated around $3.36 billion in ad revenues.

Marketers’ belief in the power of YouTube ads appears to be proven out by consumer behavior. Think with Google suggests that 90% of people find new products and brands through YouTube. Additionally, around half of all shoppers use video to help them make a purchasing decision, showing the influence of video throughout the purchase funnel.
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