YouTube Insights :New video research shows what viewers value during the pandemic.

 

In this unprecedented global moment, people are turning to digital video for more reasons than ever. Need an at-home workout? An up-close-and-personal concert? A home-school sidekick? Digital video has you covered.

For years, the variety and accessibility of digital video have pulled audiences away from traditional TV and toward streaming platforms. And while the rise of streaming was always expected, it seems to be accelerating.

As people who are deeply interested in understanding why and how people turn to online video, we’ve long been curious about the shift to streaming. In fact, late last year, we set out to take a closer look at how people use online video and to study the emotional associations they have with different video platforms, including streaming platforms like Hulu, social media platforms like Facebook, and linear TV. In partnership with media agency OMG, we surveyed 2,000 people in the U.S., conducted 75 weeklong digital ethnographies, and hosted 15 in-home sessions where we observed people’s behaviors throughout the day.

Then the pandemic hit. And given its life-altering nature — and inevitable impact on people’s video watch behavior — we extended our research. Throughout May, we interviewed an additional 2,000 people.

Our months long process and analysis shed light on the meaningful ways video is playing a role in people’s lives. These are the three distinct themes that emerged.

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Power of YouTube 30 | 15 | 6 second Video Campaign Study | Launch

 Maximize Brand Awareness and Drive Conversions

YouTube's unique power lies in its ability to help brands and businesses at different points along the maturity spectrum. Looking even beyond 2020 and the pandemic, online video, including YouTube, can help businesses create brand affinity that drives increased purchases and builds long-term brand relationships.

This new campaign is going Live 1.11.21

6 second video Increases brand awareness and drive conversions.

 Bob Musilek tested 30-second, 15 second video ads and 6-second video ads on YouTube to see which was more effective. In this case, the 6-second ad delivered a 12% increase in estimated ad recall, 19% increase in return on ad spend and 245% increase in video completion rate—proving to be most effective in driving results for the Nextech brand. The 15 & 6-second ads also resulted in incremental lift across several other key metrics including conversion rate, and clickthrough rate.

The test also showed that viewers are more likely to recall an ad that quickly communicates the message and grabs people’s attention. Average watch time for both the 6-second and 15-second video ads were very close, but ad recall was significantly higher for the 6-second ads.

Video view drop off on the 30 second video was 50% at the 15 second mark. Inconclusion all three videos worked well and the key to success is using a 30 second video story board to create the 15 & 6 second video for consistency. Using smart editing strategies is a big cost savings say's Bob Musilek Senior Digital Strategist " increasing the clients ROI by over 37%" This makes a difference when business owners are trying to keep marketing budgets in check, and maximize brand awareness  Musilek concludes.