YouTube Research: The Easy Way to Reach New Customers

Popularity of YouTube Shorts around the world

YouTube experts Laura Gebelhoff and Raffaella Stratta, who analyze user habits in Europe, the Middle East, and Africa, have discovered the key to attracting new customers.

YouTube Shorts seems to be the quickest way to achieve this goal. Their recent research shows that YouTube Shorts is the preferred short video platform for discovering new products and brands among viewers in the Europe, Middle East, and Africa (EMEA) region.

According to the latest research conducted by Google in collaboration with Cint and Differentology, users are turning to YouTube Shorts for quick entertainment. However, they have also realized that the time spent on this platform is as enjoyable as the time spent discovering new brands and products.

Onur, a 36-year-old participant from Istanbul, says, “Short videos trigger ‘buy now’ moments.” Another participant, Ahmet, aged 53, who supports this viewpoint, actively uses YouTube Shorts and expresses that short videos inspire him and bring enjoyment while learning new things.

Tuğçe Ay, targeting Generation Z with skincare content in a sample video, offers viewers a special hair mask recommendation. This short video, made in a cheerful tone with simple narration, naturally highlights the mentioned brand. This example demonstrates how effective YouTube Shorts can be for introducing new brands and products.

The research also reveals that sponsored content has a positive impact on viewers. 53% of Generation Z participants state that sponsored content influences them to make purchases.

YouTube Shorts makes it easier for users to discover new brands and products. Subsequently, viewers often watch longer videos on YouTube to gather more information.

In Turkey, 61% of participants mention that they prefer short videos to discover new products or brands. Similarly, 55% state that they watch longer videos to gain in-depth knowledge. Additionally, after watching a YouTube Shorts video, users are observed to visit Google Search or brand websites.

Ezgi, a 31-year-old participant from Turkey, provides a great example of this journey: “The Body Shop brand had fallen out of my radar for a while, but thanks to the videos I came across on YouTube Shorts, it piqued my interest again, and I started buying their products.”

Tips for Marketers:

• A combination of short and long content can increase overall viewing time and reach broader audiences.
• Collaborations with content creators can offer an important opportunity to target your brand to the right audience.
• When creating YouTube Shorts ads, remember to use the vertical format and prepare attention-grabbing beginnings.
• Use striking visuals, unique edits, and captivating sounds to immediately capture viewers’ attention.

YouTube Shorts seems to be a powerful tool for influencing new customers and promoting brands.  

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