Did you know that every day people watch over a billion hours of video and generate billions of views? That volume creates a lot of noise, but Google has still found three distinct patterns of viewer behaviors. Here is what Google indicated was the most interesting in 2018.
Going Back to Basics
Life is crazy. According to the APA, 3 of 4 Americans say they have have experienced at least one stress (only one!) in the past month. With this in mind it isn’t surprising to see that people are looking for was to decompress, de-stress, unwind and simplify. Ironically, they are turning to technology to do just that. Watch time on YouTube of videos related to “relaxing” increased by more than 70% between July 2017 and June 2018.
In addition, subscriptions and viewership of “van life” channels and videos (which document people’s attempts to create alternative, minimalist lifestyles) reached an all-time high. Survival videos and primitive technology hit an all-time high this past summer.
Not big news that the newest generation of consumers (millennials and the like) put more value on experience over possessions. Marketers are making the shift from selling just products to lifestyles.
Searching for Inspiration
Easy to feel overwhelmed with so many options out there in the world. People are turning to YouTube for help and advice in narrowing down their choices. Watch time on YouTube videos on “which product to buy” doubled this past year.
Consumers have also been seeking out is very expansive, everything from beauty to travel. “Morning routine” videos where makeup and skin products are reviewed and applied have tripled in the past two years. Travel-related videos have also increased 41% in August and September this past year.
And finally, consumers are looking to YouTube influencers to provide some inspiration. But brand marketers do not let that stop you. 70% of shoppers say they’re also open information directly from brands.
Looking for Connection
Despite many people staring into their phones and being oblivious to things around them, many online video viewers are looking for a social experience and wanting interaction. As an example, 7 in 10 generation Zers say that watching videos help them feel more connected.
YouTube is a great way to showcase your brand, products and their value. Not only through organic views, but also paid YouTube advertising.