Lockdown Habits within YouTube

Residents in the UK have been dealing with Covid-19 since spring and there are some habits that have formed that are here to stay. Being stuck inside a lot more led to many people trying new things,such as making banana bread, working out at home and giving themselves a haircut (something our MD Rory should not do… but shhh let’s not dent his fragile ego). 

Those looking for instruction or guidance on these projects invariably turned to YouTube to find it. That also included people who would never have considered using the platform before. Current events definitely led more and more people to the video streaming site with SocialBlade reporting an increase of over 23% in weekly video views across the platform (link: https://socialblade.com/youtube/user/youtube/monthly)

The Research

Here at Ground Up we have collated some of the most interesting stats from the far corners of the internet. It’s clear to see that YouTube has increased its market share of the attention economy during lockdown which presents a real opportunity for businesses to increase their brand awareness by delving into the world of video advertising campaigns.

A recent Media Nations report from Ofcom (link: https://www.ofcom.org.uk/research-and-data/tv-radio-and-on-demand/media-nations-reports/media-nations-2020) found that during lockdown, 42% of adults used YouTube every week. This meant that 22 million people in the UK were regularly using the site, making it the most popular online video service, ahead of Netflix and BBC iPlayer. 

With Smart TVs becoming a staple household item, it’s now easier than ever before for people to consume YouTube’s content, and lockdown has been a catalyst for many people to try this out for the first time. With just one click of the remote or by using your phone you can instantly stream YouTube to the TV.

According to ComScore, YouTube is used by 97% of online adults (Link: https://www.ofcom.org.uk/__data/assets/pdf_file/0011/113222/Adults-Media-Use-and-Attitudes-Report-2018.pdf) in the UK every month with the average person watching around 38 minutes of content per day. When you consider that adverts are now displayed on most YouTube videos that are longer than 7 minutes, that is a lot of adverts being watched.

Why is Video Marketing Important?

Video ad campaigns running on YouTube can use custom intent audiences to reach people based on broad match search terms. For anyone obsessed with conversion funnel marketing like I am, this helps engage the customer when they are in the buying consideration stage. 

This is the first step on their journey to becoming customers. Combined with the right SEO, PPC and organic social strategy, video ads can become an important asset to your brand’s marketing funnel system.

Importance of Video Ad Campaigns 

For brands to capitalise on this insight, they need to act quickly and consider videos as part of their digital marketing campaigns over the next 12 months. 

It is said that creatives contribute to at least 47% of advertising success (Link: https://www.nielsen.com/us/en/insights/article/2017/when-it-comes-to-advertising-effectiveness-what-is-key/.) With video’s ability to capture attention, and draw in the audience to your marketing message, it plays a vital role in converting interest into engagement. The more people who hear and engage with your marketing message, the more likely you are to generate sales. The numbers show that video campaigns are not something to be neglected.

It may feel like using YouTube ads are an expense you cannot afford, however, this does not have to be the case. The ability to target audiences with such precision makes sure that every penny counts and can make a real difference to your new ad campaign.
If you’re considering using YouTube ads now or in the future, why not give us a call and see how we can help increase your brand awareness, customer engagement and ultimately your sales.