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Who uses YouTube and what kind of video do they watch?

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By Suzanne Brown. Read time 2 mins

YouTube is the world’s largest video search engine and 2nd most popular social media platform after Facebook. 2+ billion monthly active users (YouTube), or 122 million daily users (Backlinko), watch 1 billion hours of video every day (YouTube).  

According to the 2018 Sensis social media report, only 34% of large Australian businesses, 5% of small, and 11% of medium companies market on YouTube. With so many people using YouTube every day, this seems like a wasted opportunity for businesses and not-for-profits alike!  

So why use it? For starters, viewers are on the platform specifically to watch videos. Because YouTube wants to keep them there, they actively serve up more videos enabling more people to discover you. Its recommendation algorithm prompts more than 70% of what people watch on YouTube. (Hootsuite)

Posting How-To videos or product demonstrations helps establish your authority. Uploading videos with tips or strategies will add to your credibility and provide value to viewers. Seeing the honest opinions of happy customers or relieved beneficiaries is much more compelling and believable than an ad. As we’ve mentioned before, video is much more engaging than any other type of content. According to Forbes, 15 seconds of video content can be more attractive and provide more visual information than an entire page of ads and marketing content. (Forbes) and 59% of people would rather watch a video about a topic than read about it. Hubspot found that more than 50% of customers want to see videos from brands. Once you’ve attracted those viewers, you have the opportunity to encourage communication between you and your viewers and each other through feedback and comments. Actively responding and answering questions builds on your authority. 

Who are the Youtube Audience?  58% people are 56+, 66% are 35-50, 71% are 25-34, and 81% of people 15-25 use the platform. And the gender split: 56% of YouTube’s total users are male, while 44% are female (Hootsuite/ WeAreSocial, 2021).

What type of video is best suited to YouTube? Pretty much any style video goes well on YouTube. The most popular are product reviews, testimonials, explainers, How-to videos, Top Lists, challenges, Interviews, Educational and docuseries (Mediakix). During the 2020 pandemic, views of videos with “beginner” in the title increased more than 50% (Think with Google), and views of beauty tutorials, bike maintenance and repair videos, learning guitar, breadmaking, gardening and self-care went through the roof.  

How long can they be? YouTube does like longer videos, but around 6-8 minutes seems to be ideal. Don’t push it though, if your story is better suited to less time, keep it short – people won’t come back if they’re bored.  

If you need any help making video content for YouTube, give us a call or drop us a line – we love that stuff!

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