Ruth Ballett and Tommy Howell lead marketing campaigns for YouTube across Europe, the Middle East, and Africa. Together, they ensure advertisers are equipped with the knowledge and tools to maximise the potential of YouTube.
Nothing happens these days without it happening on YouTube.
Over the last 20 years, YouTube has grown into so much more than a video platform. It’s become a social and cultural epicentre. For example, for more than a decade, YouTube has helped millions of people immerse themselves in the magic of music festival Coachella. But the way people are experiencing the festival has shifted.
Last year, there were more than 600 million views on creator-led videos about Coachella,1 including vlogs and get-ready-with-me videos. Tapping into this growing demand for real-time, reactive, creator-led content is now a central way that YouTube and the 2 billion monthly users on YouTube Shorts are helping marketers get more from their social strategy.2
Here’s what marketers need to know to drive greater impact for their brands.
Trusted creators, building deep engagement
Scott Galloway, a professor of marketing and a renowned commentator on business and the media, thinks that YouTube is the platform to watch right now. He explains that through sharing revenue with creators and empowering them to reach their audiences across multiple platforms like podcasts, where YouTube has become the largest distributor, creators are able to build significant fanbases.
Roya Zeitoune, YouTube’s head of Culture and Trends in Europe, the Middle East, and Africa, says that creators are thriving on YouTube because they’re connecting with fandoms — some of the most loyal, deeply engaged audiences around.
“YouTube creators are connecting with their audiences on a personal level, building up a level of trust that’s almost unprecedented,” she said. “Today, YouTube is the place where fandoms and deeply engaged communities are blossoming.”
In fact, a significant majority of fans actively seek out YouTube for their fandom-related needs. Seventy-three per cent of fans turn to YouTube for content, conversation, or information about their fandom.3 That’s 20 percentage points more than the next platforms — TikTok and Instagram — and significantly higher than the average across social media platforms: 32%.4
A shift to social marketing
Brands are taking the opportunity to tap into these online communities and are investing more in social spending. Unilever recently announced half of its ad spend will now go on social media marketing to tap into consumer trust of creators, and the authentic voices they carry.
“Creating marketing activity systems in which others can speak for your brand at scale is very important,” explained Fernando Fernandez, Unilever’s chief executive.
But not every platform will offer the same levels of trust. An Ipsos survey found that online users are 98% more likely to trust the recommendations of creators on YouTube compared to those on other social sites/apps.5
A strategic focus on authentic voices and creator trust can be very effective. Kantar’s research shows that YouTube is 4.3X more effective at driving purchase intent compared to social media.6
How brands are tapping into creators to create genuine content
Social advertisers understand the power of authenticity. Popular creators on YouTube have that authenticity. They have built that trust. And they are ready to work with brands to create content that resonates.
Max, a fashion brand headquartered in the UAE, capitalised on the opportunity to bolster its online presence through intertwining branded content with creator partners.
Amit Saniwal, Max’s digital marketing manager, explains: “On YouTube, our brand's native content presence has significantly improved. Earlier, it looked like a straight-up promo video, but now people see it as regular content, not just an ad.
“This creates a stronger impression and encourages customers to explore the products while watching their favorite influencers,” he said.
Reaching viewers wherever they are
Neal Mohan, YouTube’s CEO, says the platform will continue to be a force to be reckoned with as YouTube turns 20 this year. “In two decades, YouTube has transformed culture through video and built a thriving creative economy,” he said.
Social advertisers seeking diverse reach, trust, and proven ROI need to be where the cultural epicentre rumbles. Other platforms like TikTok may have large audience bases. But when you want to go really big, it’s worth knowing that 47% of YouTube Shorts users aren’t on TikTok.7 For creators, fans, and brands alike, YouTube — from bite-sized viral trends to premium, immersive viewing experiences enjoyed on any screen — is the place to be.
