YouTube is only 15 years old. So while it’s time for it to think about getting a drivers’ license, YouTube is still remarkably young. It’s easy to forget that, because YouTube is the second most popular website in the United States, after Google.
Everyone loves to remind us that YouTube is the second most popular search engine behind parent Google. But, more important than factoids like that is the tremendous growth of the video platform. Since the first video was uploaded in 2005, the platform has grown like weeds through a parking lot: nothing can stop it.
YouTube projects they will top $5 billion in advertising sales in 2020. The leading advertisers on the platform are automobile, beverage, entertainment, manufacturing, health care, and education. In 2017, only 11 percent of colleges reported spending ad dollars on YouTube. In 2019 that figure had soared to 68 percent.
While all service categories can benefit from a YouTube marketing campaign, the most exciting opportunities for advertising on the platform may be those that appeal to the young demographic. Colleges, universities, and trade schools have a tremendous opportunity to reach consumers via YouTube.
Think Mobile First
Before we get into some details, let’s talk about accessibility.
You know all those young people holding their phones? A lot of them are watching video content. According to Google Labs, 70 percent of total watch time on YouTube occurs on a mobile device.
Marketers are unwise to ignore the overwhelming mobile traffic on YouTube. With Google firmly urging websites to be mobile-friendly, it’s clear: content needs to fit within a small screen. Brands that ignore this, will suffer.
Let’s kick this analysis off with a look at some recent data about YouTube.
YouTube User Statistics
- Every month 2 billion people use YouTube, a 5 percent increase from 2018.
- The average user spends 11 minutes and 50 seconds
- 81 percent of U.S. internet users between the ages of 15 and 25 are using YouTube.
- YouTube is not just for young folks: 71 percent of U.S. internet users aged 26-35 use the service, and 58 percent of users aged 56 and older use the platform.
- For those advertisers focusing on the U.S., they have the chance to reach a tremendous audience. 15 percent of all traffic on YouTube comes from the United States.
- In 2019, more than 500 hours of video were uploaded to YouTube every minute.
- YouTube is the most visited social media platform, topping Facebook easily. Every day, 18 million more comments and interactions occur on YouTube than on Facebook.
- 61 percent of users on YouTube are male.
- In 2019, 89 percent of Fortune 500 companies were advertising on YouTube, while only 10 percent of small businesses were doing the same.
More consumers in the U.S. between the ages of 18 and 49 watch YouTube than all cable TV networks combined.
TREND #1: Live Video
In 2018, the last year we have complete data for, live video streams on YouTube increased by 46 percent. It’s likely that the growth spike continued in 2019 and will for the foreseeable future. These live video events provide advertisers with a chance to get in front of millions of viewers. In addition, brands can broadcast live videos to engage with their customers and give product updates or tutorials.
According to MarketWatch, live product reviews and reveals are one of the fastest-growing categories of videos on YouTube.
TREND #2: 360 Degree Videos
Everywhere you look on YouTube these days people are posting 360 degree videos. It seems these cameras are the rage, and marketers are using them to create amazing content.
How can you utilize 360° videos? Here are a few ideas: a tour of your campus, factory, facility, or offices. Show off your manufacturing process or fulfillment center. Get on the roof of your facility and grab a view of your neighborhood. Especially if you’re part of a burgeoning urban area.
TREND #3: Search Discovery Videos
If someone were to ask YouTube “Who’s Your Daddy?” The answer would be “Google.” That’s fortunate, because Google has the best analytics anywhere, and they have all the data on search and discovery.
What does that search data say about 2020 and beyond? It says people are seeking more guided help in finding answers. When users type their search phrase into Google they usually get millions (and millions) of results. How can they find the best one? Increasingly, search discovery videos are helping people make purchasing decisions.
Search Discovery videos are detailed helpers that guide the user through a process, such as buying a car, implementing a network security system, picking a doctor, or choosing a college.
TREND #4: Pre-roll Advertising is King
Once again in 2020, YouTube has improved their campaign manager to make it easier for advertisers to integrate their inventory of ads. Now more than ever, it’s important to have a strategy for all of your video content.
According to YouTube, in the last quarter of 2019, pre-roll skippable ads were the most popular (and effective) form of advertising on the platform. 29 percent of advertisers chose the pre-roll option, which runs before a video loads, but can be skipped after 5-10 seconds, as their most efficient ad spend on YouTube.
TREND #5: TrueView Ads remain popular
YouTube allows users to manage their ad preferences. One of the options is called TrueView Ads, which lets the user select the types of ads they want to see, or pick an ad from a group of ads in order to watch the ensuing video.
According to SproutSocial, eight out of ten users prefer TrueView ads to other advertising experiences. This makes sense: folks like to have some control over their user experience.
You should create video ads that are engaging QUICKLY. The first few seconds of a TrueView ad are important in placement for ad rotations.
The YouTube platform will continue to grow in 2020, and for years to come. As we’ve said before [link to previous article], users are consuming video content in new ways. Gone are the days of waiting to watch content when a network tells us it’s airing. Gone are the days of watching video on televisions and large screens, at least for the most part. People are watching video as they wait to see the dentist, and when they wait to use the machine at the gym.
Do you have a comprehensive video marketing strategy? Do you understand the unique opportunities that YouTube provides? Are you ready to make an investment in video marketing in 2020? If the answer to the last question is yes, please consider letting Koeppel Direct guide you to implementing a targeted digital marketing campaign. Our experts have years of experience.