Millenials Response to YouTube Red - Subscription Service
On the day of YouTube Red's launch (YouTube's first-ever subscription service), top YouTubers Pewdiepie and KickThePJ decide to do a bit of market research of their own regarding their millennial viewing audiences on YouTube and whether or not these millions of followers would pay $9.99/month to see their videos ad-free.
The original Twitter poll from KickThePJ was retweeted by highest-grossing YouTuber, Pewdiepie (over 6.6 million followers on Twitter; over 40 million subscribers on YouTube). With a total of 87,577 votes, 2,090 retweets, and 4,605 favorites on Twitter, these figures represent highly targeted market insight into both millennial audience behaviors and the viewpoints from YouTube's own creators.
Though informal by nature, Pewdiepie's seemingly care-free Twitter poll is nothing to sneeze at. With arguably some of the largest millennial followings across top social media channels and networks, the finds of this poll are significant. Pewdiepie's audiences represent some of the web's most engaged and active demographics. With 40% of them using ad blockers en masse, this statistic represents massive disruption for advertisers and publishers -- so much so that the Interactive Advertising Bureau (IAB) dramatically reversed its stance on ad-blocking with the statement, "we messed up."
3 Best Ways To Boost Your Brand's YouTube Marketing Strategy
YouTube is quickly becoming one of the most useful platforms for modern marketers. According to published YouTube statistics, the amount of people who utilize YouTube's homepage similar to turning on a TV is up 300% year upon year. Add to this the rising popularity of YouTubers like PewDiePie and his contemporaries, and it becomes clear that brands have a large future in marketing via the ever-growing video network.
Knowing how to develop a YouTube marketing strategy holds a great deal of importance for brands and advertisers looking to find success with online video marketing. Here are three best ways to improve, boost, and develop a brand’s YouTube marketing strategy:
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Marketing To Millennials With Social Media Influencers
Influencer marketing is growing at an impressive rate. According to AdWeek, nearly a quarter of today’s marketers cite influencer marketing as being their most effective customer acquisition tool. While the audience, follower, and fan demographics of top social media influencers can be far-reaching, Millennials tend to make up a good portion of their audiences (especially on certain "millennial-favorite" platforms including Snapchat, Instagram, and YouTube). Marketing to Millennials with influencers, then, makes perfect sense, and more brands are catching on with each passing day.
It’s easy to understand why marketing to Millennials with influencers is so important for today’s brands. Social media networks and websites like YouTube and Instagram see countless amounts of visits every day. These social media channels and platforms are where Millennials turn for news, information, communication, and entertainment. In the past, traditional advertising techniques were considered key to garnering an audience, but marketing to Millennials is different.Read More>>
Influencer marketing is one of the newest, most effective ways for brands to promote products (events, services), engage audiences, and drive sales online. The right approach can elicit tangible results increasing brand visibility and affinity by a measurable extent. For an influencer marketing campaign to be effective, however, the outreach process cannot go overlooked. Influencer outreach (Step 6 of our 10-step influencer marketing strategy) must be carefully calculated from the very beginning -- several steps before the first point of contact.
Unsurprisingly, even the world’s biggest brands are oftentimes unaware of the obstacles when approaching influencers on behalf of effective advertising campaigns. Here are three influencer outreach mistakes that today’s brands and marketing managers need to be aware of:
1. Not Understanding or Identifying the Right Platform Options
Social media networks like YouTube, Snapchat, and Instagram have become powerful tools for helping brands build their audiences and execute a wide variety of marketing strategies and initiatives. According to AdWeek, “70 percent of brands are increasing their social media spend this coming year.” To this point, each of these platforms and their contemporaries offer different ways in which users can digest content, engage with social media stars, and partake in brand marketing campaigns (ie. giveaways, sweepstakes, contests, event activations). Choosing the right platform and appropriate social media influencer will depend heavily on the overarching objectives and type of content the campaign will make the most use of.
For example, a month-long contest involving shares and high levels of audience participation will most likely have a lot more success hosted on a well-targeted blog or Instagram channel than in the form of a Snapchat. Skip this important step, and the entire rest of a campaign will likely be in jeopardy.
A Video Explainer: How YouTubers Make Money With YouTube Red
On Wednesday, October 21, YouTube announced on their official blog a new monthly subscription service, YouTube Red. While their official announcement highlighted many of the features available to subscribers (including original content from top YouTubers and YouTube's apps for Music, Gaming, and Kids), it perhaps failed to adequately address many of the concerns voiced by content creators and fans alike in the ensuing few days.
As such, many expressed their apprehension and took to the internet including these posts from publishers:
With so many YouTubers, fans, and major publishers uncertain about YouTube's new subscription service, Hank Green (who alongside his brother are the creators of both 2.6M+ subscriber channel, Vlogbrothers and premiere online video conference, VidCon) offers much-needed clarity on how YouTubers will make money with YouTube Red. In his 17-minute "long video," Green addresses many of the salient questions (many sourced from his own social channels) raised by YouTube's new ad-free service including: what happens to videos/channels who don't accept YouTube's new terms, will a free ad-supported YouTube continue to exist, and most importantly, how YouTubers make money with YouTube Red.
Lots of people freaking out over Youtube Red. It's not like regular youtube is going anywhere
Time Inc. is undoubtedly an established and powerful organization, and HelloGiggles is certain to benefit from the established resources that the company offers. It’s not a one way street, though. By absorbing a young, tech-savvy organization like HelloGiggles, Time stands to draw in a whole range of advertisers who never would have purchased space in one of its print publications. Time will also bring on a slew of new, social-media-conscious employees. The purchase signifies Time’s embrace of fresh, new media and a desire to appeal to younger crowds. As AdExchanger puts it, Time Inc. "expects HelloGiggles to help infuse its other brands with knowledge about how to thrive in a digital world."
YouTube finally unveils its long-awaited subscription service "YouTube Red". The monthly membership paywall eliminates ads, allows for offline viewing, and includes original content featuring top YouTube creators (see upcoming titles here) access to its YouTube Gaming app, and yet-to-be-launched Music app
What everyone is wondering: "Could YouTube's New Subscription Service Affect Netflix?" (Market Realist -- see graph below)
Though YouTube just debuted its ad-free service, WSJ reports YouTube ad growth has surged 471% in last year -- top 1K YouTube channels grew their subscriber base by 37% and monthly views, 44%. WSJ remarks, new data finds show YouTube's depth to advertisers presenting both challenges and growth opportunity
According to the ESA's (Entertainment Software Association) 2015 report, over 155 million Americans play video games. Neilsen's 360 Gaming Report (2014) shows that close to two-thirds of the entire United States population plays video games on some device. In terms of sales, an article from Think With Google puts the global gaming market into perspective:
The highest-grossing movie of 2014 to date,Transformers: Age of Extinction. In its 15 weeks at the box office, the film took in over $1B worldwide. By comparison, the Grand Theft Auto V game launch hit that figure in the first week of release last year. It became the fastest-selling entertainment product in history and broke another five sales records along the way, according to Guinness World Records.
For YouTube, gaming videos represents one of the most valuable and searched niches on the world's second largest search engine. Second only to music, YouTube gaming videos top the list for most-searched topics in 2014. According to Forbes, the richest YouTuber PewDiePie is searched nearly as much as Beyonce or Drake.
For marketers, the YouTube gaming community featuring some of the most well-known top YouTubers represents a sizeable and continually growing opportunity to target highly engaged audiences who are proactively seeking out the latest gaming videos for their next consumer purchase. With the inclusion of its recently launched Gaming App in YouTube's first subscription service "YouTube Red", consumers and marketers alike can rest assured that gaming is here to stay and represents big business growth in the months to come.
Here are the top 5 types of YouTube gaming videos driving views, traffic, and engagement today:
The video publishing network will launch what it calls "The Ultimate YouTube Experience" on October 28th later this month. A $9.99 monthly membership fee will enable users to save content for viewing offline. The subscription also includes access to YouTube's recently launched Gaming app and a music app (yet to be released).
It’s not just an ad-free tier that has people buzzing, but also the fact that YouTube plans to reserve new original content from some of the network’s top content creators specifically for paid subscribers. As reported earlier this week in Wall Street Journal, YouTube has already signed (albeit reluctantly, perhaps via future ad-revenue exclusion clause) Time Warner, Fox Sports, A&E, NBCUniversal, with Walt Disney still up in the air.
For years, YouTube has worked to further interest in its native content creators, citing them an integral aspect to the network’s originality. Just last year, YouTube CEO Susan Wojcicki hinted that involvement in helping its content creators grow and assisting in the production of videos would grow (Fast Company). YouTube's 2011 Original Channels Initiative certainly brought original content into the limelight but ultimately failed to elicit the requisite traction.
YouTube’s upcoming subscription service is no doubt an attempt at building upon the foundation created in 2011 and taking things to the next level amidst several existing competitors, Netflix, Hulu, Vimeo, Facebook, and Vessel.