The social video giant YouTube has hauled in more than 2 billion users, and those users are becoming increasingly active. According to Statista, 92 percent of U.S. YouTube consumers use the platform weekly, and 62 percent sign on daily.
As more and more shoppers glue themselves to YouTube content, eCommerce brand marketers have a chance to identify what’s catching shoppers’ attention and use those trends to increase sales. Here’s a look at what our benchmark insights and shopping data are telling us about YouTube shoppers.
YouTube’s audience spans the globe
YouTube’s popularity isn’t confined to a single region. The social eCommerce platform draws in shoppers from more than 100 countries, and its videos are broadcast in more than 80 languages.
Here’s a closer look at how YouTube use varies by country:
YouTube Dominates India and the U.S.
According to Statista, India’s YouTube user base is easily the largest, with 462 million users. The United States has the next most YouTube users, with 232 million.
Germany's YouTube use leads European countries
The same report found that of the European nations, Germany houses the most YouTube users, with 67.8 million. The U.K. is next at 56.2 million users, and French usage sits a tick lower at 50.7 million.
YouTube transforms into a shopping hub on weekends
The MikMak Shopping Index Shopping Index found shopping traffic leaps on weekends. Saturday and Sunday Purchase Intent Rates (PIR) both climb above 9 percent. Saturday is the weekend leader at 9.2 percent, while Sunday is a tick lower at 9 percent. The next best performing day is Monday, with a 7 percent PI Rate. Tuesday and Wednesday round out the week’s top five with 6.2 and 5.7 percent, respectively.
YouTube shoppers are buying Toys, Snacks, and Drinks
According to the MikMak Shopping Index, the top-selling product on YouTube is a toy gun, and 8 of the next 9 most popular products fit in the Food & Beverage category.
Sliced cheese, frozen waffles, and blackberry tea all sit in the top 5. Laundry detergent is the fifth most popular product and is the only other non-Food & Beverage item cracking the top 10. Energy tea, vegetarian sausage, toaster pastry, applesauce packs, and cheese-flavored crackers round out the top 10, in that order.
How to create ads for YouTube users
YouTube is where shoppers often head for tutorials, how-to guides, and other types of “edutainment” (a blend of education and entertainment). That gives eCommerce marketers extra opportunities to convert views into sales.
Here are a few best practices eCommerce marketers can use to grab YouTube shoppers’ attention and inspire them to buy:
1. Educate YouTubers about products
Use videos to show off a product’s value quickly. That may include suggesting new activities, laying out product tips, highlighting DIY secrets, or providing other tidbits about products that entertain and educate buyers at the same time.
2. Watch for trends
Viral videos can catch fire in seconds. That’s why it’s important to track shopping behaviors and pounce on new trends as quickly as possible.
3. Nudge out competitors
Monitor how competitor ads are performing, track which of your ads are drawing in shoppers, and adjust.
4. Make ads shoppable
The easier it is for shoppers to buy, the more purchases they’ll make. That’s why it’s so important to create shoppable ads that give shoppers the choice to buy through the retailer they’re most comfortable with. Shoppable ads let consumers quickly check out via their favorite retailers at any point throughout your brand’s media mix.
What’s working on YouTube?
Not all YouTube ads perform equally on YouTube, but brands that use this social giant right are seeing sales soar. Here’s one recent example:
A leading healthcare brand adds shoppable experiences
Unlock more YouTube shopping insights
Want to see more insights highlighting the latest YouTube eCommerce shopping trends? Read our guide, YouTube Benchmarks and Insights for Multichannel eCommerce Brands, to get a deeper look at how shoppers interact with products on YouTube and what’s catching their attention.
