There have been a lot of assumptions made about YouTube’s audience over the years. The main assumption is that the primary viewers of YouTube videos are millennials. While millennials do watch a lot of online video, some new information from Think with Google shows that from 2015 to 2016, the amount of time spent on YouTube by adults 55+ has tripled.
During that same time, YouTube viewership grew 40% faster among adults 35+ than among adults overall. As you can see, YouTube has a big reach to all ages. Think about this: In just a month’s time, YouTube reaches 95% of adults who are online and are over the age of 35. It also reaches 95% of online adults 55+ in just a month.
This should be a wake-up call to all companies but especially to B2B companies who have been slow to adopt social media, let alone video at all. These are the same B2B companies that have been the ones in the past that I have heard the most noise from about how YouTube is “just for skateboarding dog videos.”
Another common misconception is that YouTube’s audience is just single, young males. According to this information from Think with Google, YouTube’s audience is actually a little more female than male. The average viewer is also more likely to have a college degree and more of them are likely to have kids as compared to non-users.
This is also interesting when you consider that the majority of YouTube video are watched on mobile devices. This is not just while people are on the go as a distraction for their kids in the car but while they are home, as well and they are watching YouTube during prime time TV view hours. On an average day, YouTube reaches more viewers over the age of 18 than any TV network.
What should we do with this information?
If social media has taught us anything, it’s that what we knew about social media yesterday has changed today. This new data is great news because more of your target audience is watching video; which will provide more people to watch your video.
However, the challenge for brands is that, with so much content being uploaded to YouTube every second, something like 300 hours every minute, it is harder for brands to capitalize on all this watch time.
This means that brands not only need to create videos that entertain, educate and inspire but they need to put a plan and some advertising dollars behind those videos to help their viewers find them. Your plan will help you figure out what that video will do for your brand.
As I have said before, view count is a vanity metric and if that is your only measurement, your video is doomed to fail. Better goals would be to have the viewer take an action like download a white paper or an email signup. We can use key performance indicators such as website traffic, time spent on website and conversions.
What does the future look like?
Many people try to forecast where video marketing is headed. If current trends are any indication, it will continue to be a big deal. Cisco VNI thinks that internet video will be 79% of global Internet traffic by 2020. More users and more devices will need fresh content. Now is the time when your company should increase your video budget.
Facebook also thinks that video is a big deal. They made it a priority in 2014 and in 2016 they made video the heart of all their apps. Facebook’s goal is to be a video site and it is working. They are stealing YouTube’s thunder in a lot of ways.
This trend of pulling people in with quality content will continue to help small business and B2b companies that have smaller target audiences with longer buying cycles. Just be careful. Just because video works and is becoming increasingly easier to create doesn’t mean you can ignore the art of storytelling and film.
Have you ever watched a company video that was bad? Did you want to watch more of that company’s videos? I have made a list of the 8 most common problems that companies make with video. You can download my free guide to help you avoid the eight mistakes that brands make with video to help you get better results with your next company video.
Are you using YouTube for your video marketing? If so what kind of results have you gotten? Share your results in the comments below.