An Insight Strategy Group lab experiment has revealed that over two thirds of people in the UK who watch YouTube said they watch videos related to their passions1– and where there's passion, comes attention, and attention leads to action. For marketers, how can you learn more about your audience and find ways to engage with them? YouTube took a deep dive into the latest watch time trends – here’s a snippet from their Think with Google Trends with Benefits feature.
Football
Viewers are watching beyond 90 minutes. Not only are fans coming to catch highlights – YouTube has seen an 80% increase in UK watch time this year2 – they’re also tuning in for pre- and post-match content from their favourite creators, as well as documentaries, interviews and bite-sized news reports.
Takeaway: This represents an audience of ultra-engaged fans ready to receive and react to relevant advertising.
Food
Viewers are hunting for healthy options and foodies are seeking inspiration and assistance in the kitchen. YouTube viewers are 1.4X more likely to say that content they watch taught them something than those who watch other platforms.3 In the last year, watch time of cooking recipe videos was up 55% in the UK.4
Takeaway: For brands, this trend towards more conscious eating means an opportunity to join a bigger conversation, whether it's through health-oriented ads or food-focused how-tos.
Beauty
Beauty moves fast from GRWM (‘Get Ready With Me’) videos to DIY videos. One overarching trend – viewers seek content that is truly helpful. In the UK, watch time of "makeup transformation" videos increased 50% this year4, while 32% of viewers say they feel the need to learn something new, develop a new skill or get smart through online video.6
Takeaway: To connect with your audience, make sure your content is genuinely useful – and consider how partnering with YouTube creators can give you an authentic gateway to an already-engaged audience.
Read the full feature and discover more trends on Think with Google:
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