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


#adtechBKK
Millennials: What do they want?


#adtechBKK
Millennials: What do they want?
Source:
Wall
Street
Journal,
“Millennials
Lose
Taste
for
McDonald’s”,
26
Aug
2014


#adtechBKK
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


#adtechBKK
So Who is ‘Getting’ Millennials?


#adtechBKK
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


#adtechBKK
YouTube: By the Numbers (Global)


#adtechBKK
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.


#adtechBKK


#adtechBKK
The New Celebrity: YouTube Creators


#adtechBKK
YouTube Creator Pim Maneethai

Joined
8
April
2011

58,733
subscribers

Over
20M
Video

Views


#adtechBKK
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.


#adtechBKK
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


#adtechBKK
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


#adtechBKK
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


#adtechBKK
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


#adtechBKK
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.


#adtechBKK
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


#adtechBKK
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


#adtechBKK
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


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