YouTube: Teach me something new

By September 15, 2020Video

Think with Google: The way we watch video has changed

With more content choices than ever, people are empowered to seek out what really matters to them on a personal level. Here’s what that means for marketers.Teaches me something new ranked highly in every market. It emerged as the top reason to watch in Brazil and India.

Having famous actors was the least important reason to watch in six out of the nine countries. It ranked slightly higher in Japan. While high production quality also mattered more in Japan, it didn’t make the country’s top five.

Find a way to relate

When possible, find a way to relate to your audience based on their personal interests, but keep in mind that those interests might not be what you’d expect. If you’re targeting people interested in self-improvement, for example, don’t restrict yourself to your vertical alone. Follow the behavior.

Think beyond entertainment

Forty-six percent of global viewers use video content to learn something new. Video has grown from an awareness-only medium to an engaging one, and ad strategies should follow suit.

Focus on passion, not just production

When choosing what to watch, relating to passions was 1.6X more important to viewers than high production quality. That means people are more inclined to watch when content speaks to what they’re passionate about, even if it doesn’t have a traditionally premium look.

To have a look at the original report: