Women want videos with empowering messages, according to YouTube
On International Women’s Day, Google looked at its YouTube data to see what ads are resonating most with women. In its analysis, they found three trends: an increase in watch time of business-focused content; a desire to continue learning outside of work through how-to videos; and a preference for advertising that empowers viewers.
Always #LikeAGirl – Keep Playing
For the business-focused content piece, they found that the time that women spent watching entrepreneurial videos on YouTube more than doubled year-over- year. Additionally, they found that female watch time for content related to small business, business news, and business services more than tripled year-over-year on YouTube.
Outside of work, women are more likely to seek out a how-to" video than a beauty video, according to YouTube. Compared to their male counterparts, women are 50% more likely to regularly watch how-to videos on YouTube.
Through advertising that empowers viewers, women have spent more than double the time on YouTube this year compared to last. Women, between 18–34 years old, are twice as likely to think highly of a brand that made an empowering ad and nearly 80% more likely to like, share, comment, and subscribe after watching one.
According to Google, “From 2014 to 2015, we saw a significant increase in the number of empowering advertisements on our YouTube Ads Leaderboard, our monthly tracker of the most-watched ads on YouTube.”
For the International Women’s Day Edition, Google chose #HerVoiceIsMyVoice to curate the most popular ads amongst women that show empower messages. The top 5 include: Nike: Unlimited You; Always #LikeAGirl – Keep Playing; #Pokemon20: Pokémon Super Bowl Commercial; Nike: Unlimited Future; and P&G Thank You, Mom - Strong | Rio 2016 Olympic Games.