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Google Industry Insights Youtube

Trends with Benefits on YouTube: How brands can tap into key audience trends to stay relevant and drive results

By Erica Probst, head of YouTube sales, UK&I

Think with Google


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November 20, 2019 | 4 min read

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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.

google trends with benefits

Learn more about your audience and find ways to engage with them



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 insights


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 insights


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:

Trends with Benefits: How brands can tap into key audience trends on YouTube to stay relevant and drive results


1. Google/Insight Strategy Group lab experiment, U.K., n=2,000 people age 13-64, July 2019
2. Google data, UK, Jan - June 2019 vs Jan- June 2018
3. Google data, U.K., Jan-June 2019 vs. Jan-June 2018
4. Google/Insight Strategy Group lab experiment, UK, July 2019. n=2,000 people age 13-64
Google Industry Insights Youtube

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