3 Reasons Why Your Brand Should Be on YouTube.

We know that your audience matters to you (and a lot). But do you know what matters to her? Find out why YouTube is the favorite platform for users to watch videos and why it should be yours if you are looking to achieve business results.

In a year marked by uncertainty, we know for sure that video became an essential resource for people to adapt to new ways of working, learning and entertaining. And, also, in an essential channel for brands to increase their digital presence in the new context. Long before the pandemic, marketers already knew the power that video represents in the purchase funnel.

But, in a scenario where multiple online streaming platforms coexist, in addition to traditional TV, the new question that specialists must ask themselves when optimizing the budget available for their video campaigns: why do I have to be on YouTube?

Here are 3 reasons to discover its potential in your marketing strategy:

1. Massively personal

Video is an integral part of people's lives, and YouTube, the favorite platform for offline and online video users to see what they are interested in and passionate about. In fact, 86% of video content users in Latin America affirm that they have increased their YouTube consumption since the pandemic1. What makes it so magnetic? According to a recent study carried out by YouTube and the Talk Shoppe, the diversity of content and creators that it brings together allows each user to come to it with a different objective - some to learn, others to learn or entertain themselves - and always find what they are looking for. This means that 69% of YouTube users in Latin America value that the platform offers them content that is personally relevant2.

86% of video content users claim to have increased their YouTube consumption since the pandemic.
2. Be where the audiences are

Having become the favorite among Latin American audiences, YouTube has become a channel that allows brands to be close to users in moments of relevance, which builds solid and long-term links: from the construction of awareness until obtaining business results. A recent study confirms that being present on YouTube brings its benefits: for example, a user in Mexico is 1.7 times more likely to search for information about brands, products or services on YouTube than on another platform3, and 1.8 times more likely than before. buy a product, watch a related video on YouTube than on other platforms. And, here, a key fact when designing your strategy: sponsoring videos from other creators also has advantages. 37% of Hispanic American YouTube users report that brand-sponsored content makes it more likely to buy that brand4. So if your potential customers are on YouTube, how can you make sure you reach them? Thanks to YouTube's customizable strategies, you can determine your ideal customers, get help to achieve the most appropriate advertising mix and make adjustments as you go. In this way, venturing into this digital channel carries a low risk.

El aprendizaje y entendimiento de este principio nos permite profundizar en la sensación de nuestra audiencia, no es llenarnos de experiencias irreales, se trata de convivir / transmitir la verdad de nuestro entorno y su aplicación al entorno digital.

Entonces, si tus potenciales clientes están en YouTube, ¿cómo puedes asegurarte de llegar a ellos? Gracias a las estrategias personalizables de YouTube podrás determinar cuáles son tus clientes ideales, obtener ayuda para lograr la combinación publicitaria más adecuada e ir haciendo ajustes sobre la marcha. De este modo, aventurarte en este canal digital lleva consigo un bajo riesgo.

3. From research to action

Now, if users turn to YouTube to do their research before deciding on a purchase, what is the true impact on the business? Beyond benefitting brand building and brand awareness, video can be a powerful performance driver. For example, in Mexico and Colombia, 7 out of 10 YouTube users reported purchasing something after viewing sponsored or branded content in a YouTube video5. And, to back up these encouraging figures, we entrusted Nielsen with a Marketing Mix Model (MMM) meta-analysis, a proven method used by leading brands to measure the impact of their marketing strategies across channels and thus guide budget decisions. The results confirmed that, on average, YouTube's effectiveness was 2.6 times greater than TV's effectiveness in those MMMs of consumer packaged goods brands measured by YouTube, other digital media and TV in 2016-20186.

If you are looking to maximize the impact of your campaigns and optimize the allocated budget, the secret lies in being present on the correct platform. In this sense, the diversity of creators and content on YouTube offers brands a unique opportunity to reach their customers in a massive way with a very personal and direct communication at the right time, when they are attentive and willing to listen to, thus , achieve the results you expect.

Source: Google Insights

1-5 Google/Talkshoppe, Why Video Study, México, Argentina, Chile, Colombia, Perú, Agosto 2020, n=9,989 usuarios de contenido de video online y offline 18-64.

6 Nielsen MMM meta-analysis, 2016-2018. YouTube's effectiveness was $ 2.21 compared to TV's effectiveness of $ 0.84. Base: A list of studies selected and compiled by Nielsen, consisting of all available CPG studies completed in 2016-2018 containing results from YouTube, other digital media, and TV. This list includes 94 studies for Spanish-speaking Latin American brands in all CPG categories. The incremental offline sales measured for TV represent the average of all TV stations. Effectiveness is defined as the total incremental sales per 1000 impressions (in USD). Studies in which any of the channels had fewer than 500 impressions were excluded. The effectiveness numbers cited are impression-weighted averages across all studies for each channel.

Pablo Castellanos

Marketing and Market Research Manager, Google Mexico and Colombia.