Consumers spend a lot of time watching video content online. Not only is online video content enjoyable entertainment, but it can also be influential. Research by Think with Google revealed various ways in which video can influence your audience. Mobile video can influence purchase intent. After watching branded content, approximately 40 percent of consumers visited the store or brand website. Further, 28 percent of consumers made a purchase online or in store.
YouTube content is particularly influential. Among Google Preferred campaigns measured, 75 percent lifted consideration, with an average lift of about 14 percent and 61 percent lifted favorability with average lift of 8 percent. Among TrueView campaigns measured, 78 percent resulted in an increase in offline sales, with 61 percent driving lift.
YouTube creators are also seen as influential. They are often more trusted than traditional celebrities, particularly among Millennials. Among YouTube subscribers, 6 in 10 Millennials watch new videos by their favorite creators within 24 hours. On average, over a year’s time, YouTube creators had 65 percent more watch time, 66 percent more likes, and 65 percent more subscribers than the year prior. YouTube celebrities can also influence subscribers’ purchasing decisions. For example, 6 in 10 would follow the advice of a favorite creator over a favorite TV/movie personality on what to buy.