Generation YouTube: How Creators and Brands are Working to Targeting Millennials

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Don Anderson Regional Managing Director We Are Social

How Creators and Brands are Working to target Millennials

Generation


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Millennials: What do they want?


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Millennials: What do they want?

Source: Wall Street Journal, “Millennials Lose Taste for McDonald’s”, 26 Aug 2014


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Millennials: A Skewed Perspective “Nearly half of Millennials plan to change jobs this year”

–  HumanResourcesOnline.net, 2 Dec 2015

“Why Millennials Don’t Want to Buy Stuff” –  Fast Company, 13 July 2012

“Millennials ditching their TV sets at a record rate” –  New York Post, 16 Feb 2014

“Here’s proof Millennials are ‘misunderstood’” –  Human Resources, 14 Nov 2014

“Millennials Aren’t Lost, But Maybe AdverHsers Are” –  Nathaniel Whi"emore, CMO Partnered, LinkedIn post, 20 June 2014

“Why the future of content markeHng lies with Millennials” –  Techradar, 12 Dec 2014


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So Who is ‘Getting’ Millennials?


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YouTube: By the Numbers (Global)

1 Billion Users

Over 300 hours of content uploaded every min

50% of viewership via mobile

80% of traffic from outside US

61 localised languages


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YouTube: By the Numbers (Global)


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By the Numbers (TH)

stats

Source: Global Web Index, Q4 2014. Based on a survey of internet users aged 16-‐64. Figures represent percentage of the total populaOon.


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The New Celebrity: YouTube Creators


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YouTube Creator Pim Maneethai

Joined 8 April 2011 58,733 subscribers Over 20M Video Views


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Brands + YouTube: By The Numbers

§  World’s top 100 global brands operate >1,300 YT channels

§  More than 360,000 videos hosted, up 39% y-‐o-‐y

§  Views of top 100 brands videos >19.1B

Source: Pixability Report September 2014.


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YT + Brands: ‘Behind the Scenes’

§  Original YouTube series profiling the produc]on of J&J’s Clean & Clear’s “See the Real Me” campaign

§  Developed to support brands’ understanding of content crea]on §  “See the Real Me” campaign featuring mix of consumers,

influencers, celebs sharing stories of personal challenges §  120 original pieces of content created for campaign §  Over 30M views


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Brands + YouTube: Building for Success

1.  Listen first, look for insights To dos

In order to understand your audience, and what mo]vates and engages them, you need to move from Selec]ve Hearing to Ac]ve Listening


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2.  Define your voice To dos

What is the message that you want people to understand and remember and how (and through whom) do you want to communicate it?

Rhe" & Link Comedy Duo


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3.  Build a strategy To dos

Don’t make the mistake of thinking YouTube is a content strategy. Consider the broader ecosystem: •  Audience •  Content Planning •  Crea]on •  Distribu]on •  Amplifica]on •  Analysis Taboola


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4.  Con]nuous “always on” content To dos

Content is no longer ‘viral’ – it is con]nuous. Serious brand marketers understand that an always on content strategy yields far more likelihood of returns.


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5.  Community collabora]on through creators To dos

YT creators and social influencers have worked hard to build their online rela]onships through collabora]on. To yield similar success, marketers need to do the same.

YouTube Content Creator Bethany Mota


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1.  Listen first, look for insights 2.  Define your voice 3.  Build a strategy 4.  Con]nuous “always on” content 5.  Community collabora]on through creators

To dos


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Summary: What to Think About §  Old versus new engagement models -‐ where is your

audience?

§  The Era of Authen]city – what Millennials expect

§  Rela]onship between brands and social influencers §  The Content Ecosystem:

•  listening, insights, produc]on and management, distribu]on, amplifica]on, analysis

§  Real engagement, real numbers count most

§  Aim for Brand Love, Brand Relevance


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FOLLOW US Don Anderson @whateyeread Instagram.com/donofsingapore

Pim Maneethai youtube.com/misspimpaka

Generation YouTube: How Creators and Brands are Working to Targeting Millennials

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