With so many options out there, people can feel overwhelmed. Increasingly, they’re turning to YouTube to look for advice and help narrow down their choices. For example, watch time for YouTube videos on “which product to buy” have doubled this past year.
The type of content these curious consumers have been seeking out is broad—everything from beauty to travel. For example, watch time for “morning routine” videos, where a YouTuber talks viewers through the makeup and skin care products they use, has more than tripled in the past two years. And this year, views of travel-related videos increased 41 percent in August and September 2018 compared with 2017.
Google/Magid, U.S., “The Role of Digital Video in People’s Lives,” n=2,000, 18–64 general online population, July 2018
Many viewers are gravitating toward YouTube influencers to provide them with inspiration, but that doesn’t mean brands can’t get involved. In fact, 70 percent of shoppers say they’re also open to learning about products on YouTube from brands.
