Since YouTube was bought for $1.65 billion by Google in 2006, it became a household name seemingly overnight. This is to a degree that when you don’t know how to do something you either Google it or find out more about it on YouTube. Statistically, this is a fact as YouTube became the second most-visited site just behind Google. Also, it is a great platform to get your brand exposed to a wide audience. In this article, we have compiled YouTube statistics and data that you can use for marketing.
In 2018, YouTube was the second most-searched keyword. It ranked second to Facebook and just above Google. This is not surprising as 92% of internet users watch videos online. We use it for entertainment, learning, sharing ideas, and catching up on the latest news. Of course, it is being used for marketing purposes. Below are some YouTube stats and facts regarding the video-sharing site’s relatively new history.
Even without reading a formal Youtube report, any person would guess that most internet users go on it every day. With YouTube having so many subscribers, some marketers may initially feel that just having videos on the site would translate to better performance. However, it is not necessarily the case. You have to have the right mindset for content marketing. Furthermore, you have to have good video editing software and a good amount of skills to use it. Also, more importantly, you have to get to know your audience. In the next section, we will get you more acquainted with YouTube users.
In 2016, YouTube’s user growth was at a respectable 13%. However, growth is declining today. Also, experts expect it to dip even more. This does not mean that there are fewer people interested in using the platform. It may just mean that there isn’t much room to grow. Firstly, the annual world population growth rate is slowing down, and most internet users are YouTube users already. Here are some useful YouTube user statistics.
2016 2017 2018 2019 2020 2021 Source: Statista
Annual YouTube User Growth Rate
2016 - 2022
Source: StatistaDesigned by
Just a little YouTube research will tell you that the site’s subscribers are very diverse. There are many communities out there. Also, plain demographics are just not enough for well-targeted digital campaigns. You have to get to know your audience, come up with a great strategy and execute it with a good workflow. Furthermore, you also have to get to know available avenues like other social media sites with video content. Speaking of which, what social media site do you think do online retailers sell best?
The YouTube app ranked 7th in revenue globally in January 2019. Its popularity is not just predicated on big brands using the platform to reach millions of people. Its growth is deeply connected with the rise of organic content from individual creators. Thanks to influencer and their videos, companies can now close the gap with their audiences and vice versa. Top categories for influencers impacting purchasing decisions include cosmetics, food & drinks, clothing, and shoes. Experts expect more virtual shops to be put up in the future. Here are useful YouTube statistics for video marketing.
Other YouTube Source: Statista
Global Gross Merchandise Volume (GMV) Distribution
1st Half of 2018
Source: StatistaDesigned by
According to a Statista report in 2018, YouTube ranked the lowest in terms of Gross Merchandise Volume (GMV) among other social media sites. The GMV put simply, is the total value of goods sold over a time period. The site with the highest GMV is, unsurprisingly, Facebook with 74% GMV. YouTube has a 2% share of all social media site visits measured with only 1% GMV. That is not too bad but this tells you the YouTube is not the only avenue for your video marketing campaigns. So, you might want to get acquainted with other sites.
As mentioned above, YouTube is not the only way to do online video marketing. But it is a good rule of thumb that having a YouTube presence is a must-have for companies. You can be B2B or B2C. People flock the popular video sharing site for tutorials and to gather information about brands. Moreover, it is definitely a touchpoint that you surely don’t want to miss out on as it is only second to Google as a search engine. Below, we compiled some information and statistics that you may help you gain useful insights for your next digital marketing campaign.
The above YouTube data point that video marketing on YouTube is one of the ways that you can grow your community and audience. By providing helpful content, you can gain brand loyalty and associate your brand with positive customer experiences. Later on, this can contribute to sales. Of course, your YouTube campaign needs to be a part of an integrated campaign. Therefore, you don’t want to just have YouTube and not have others. On the other hand, you also do not want to have everything else except YouTube. This can be made easier with the help of SaaS like content management systems.
Taking the YouTube statistics and data above into consideration, it sure seems that mobile video marketing is where it is at in the future. YouTube will be a big part of it. Videos will be a part of it. Your brand should become a part of it too. But remember, YouTube is not the only video-sharing social media network at your disposal. When it comes to social selling, Facebook is still king. It just intuitively is and with a recorded GMV of 74%, it is really hard to dispute that.
But this depends on what you are selling really. If it is B2B, then maybe Facebook isn’t the best avenue. Maybe, LinkedIn is. If you target the gaming community, maybe Twitch is the best way to go. This just all depends upon what your company is. What is pretty much true is that all these platforms have their own apps. This is many suggest that in-app advertising is going to be bigger in the future. Videos will still be a part of it and, most probably, the ads will just redirect viewers to the video on Youtube. So, whatever it is your selling, it should be up on YouTube should you want to get on the next wave.
Ads, as you may also feel, are somewhat annoying. They interrupt us from our favorite shows. Even worse is when they pop up in the middle of music videos. This is why having original content on YouTube is a good way to build a community around your product or service. ‘How-to’ videos are great. Also, information videos are also good. You can make them in house using Adobe Premiere Pro.
Of course there are also Adobe Premiere Pro alternatives if for any reason it doesn’t suit your needs. If you do not have the means or time to make videos yourself, you can always tap a YouTube creator to look for ways on how to incorporate your brand organically in videos. Furthermore, you can put placements in their channels or collaborate with them to help you make your own.
You also have the option to simply collaborate online. Thanks to social collaboration programs available, this can be fast and convenient to parties involved.
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