The world is moving to mobile and guess what content is most consumed? Video.
According to Google data, mobile searches have already surpassed desktop, 78% content is video, and YouTube is a platform favoured by young people because it is democratic: we choose what content to watch, when and where to watch it (device). In case you ever wondered why big and traditional brands have trouble connecting with millennials, here’s a little food for thought: because they treat YouTube like it’s TV.
Okay, so do we have to leave TV for YouTube? No, everything works best when we combine strategies. Obviously everything should obey your marketing strategy and the goal you have, whether promotional, launching, or always on. But when we combine the two we have 20-30% more incremental reach and retention, and retention means impact. In Honing’s case study they had up to 23% more purchase possibilities when users were incrementally impacted with YouTube campaign.