Content Marketing Blog

Food the reason millennials love YouTube

Video content is fast becoming one of the most powerful online marketing tools.

Videos are a quick and effective way to connect with consumers, as well as add a bit of personality to your brand’s image.

If you’re already creating video content, chances are you’re using YouTube to share it.

YouTube is by far the most popular video-sharing platform for marketers and consumers alike, with more than a billion people accessing the site every month.

Although YouTube contains videos on pretty much anything, there’s one trend you should be aware of, especially if you’re trying to target audience younger consumers – food channels.

YouTube channels devoted solely to food have garnered an enormous following, according to a recent study by Millward Brown Digital, Firefly and Google, with the number of views surging 59 per cent over the past year.

The study also found an annual increase of 118 per cent in activity on these channels, and a growth of 280 per cent in subscriptions.

Right at the centre of this boom is young adults between the ages of 18 and 34 years old, who are watching 30 per cent more videos than any other demographic.

Whether people are looking up quick and easy new recipes or creative new twists to their favourite foods, these videos are clearly a popular niche with the younger market.

But how can brands get in on the food buzz?

The Google study pointed out that brands should focus on what’s already doing well – innovative, humorous, personality-driven videos devoted to the love of food.

Brands that created their own videos about food or partnered with established YouTube personalities found 78 per cent of referrals from their YouTube efforts were first-time customers, so this is clearly an effective way to draw in new traffic.

Whether your brand is related to food or an entirely different industry altogether, if you’re looking for something edgy to spice up your content marketing campaigns making the most of the video trend would be a good start.

Down here in Australia, there are over 12.7 million monthly users on YouTube, around half of the nation’s total population, according to Frank Media, so there is definitely plenty of opportunity.

Posted by Dylan Brown