YouTube: America’s Most-Used Platform – by Chris Zaccaro

A recent report from the Pew Research Center laid out 10 facts about Americans and YouTube that provided helpful insights that could potentially be valuable to you if you are looking to create more video content for your website or social media channels.

For one (and as we’ve mentioned here before on the Pros From Dover blog), YouTube is the most used social media platform in the country, just beating out Facebook. Of course, unlike YouTube, a large chunk of Facebook’s content doesn’t focus on gaming.

Ever notice your younger family members watching YouTube videos of other kids playing video games? Weird right?

They’re watching videos that make up an astounding “18% of the English-language videos posted by popular YouTube channels.” However, there is something deeper going on when it comes to kids consuming this type of content…

Now you may not be in the video game market, but you may be trying to market your product or services to children and their parents. If that’s the case, according to the report, you should feature children in your videos. Move over cats because it doesn’t matter if you’re producing content specifically for children or general audiences, the content that features kids under the age of 13 receives significantly more views than content without kids. YouTube is also now asking all creators to identify videos made for kids, which will “disable personalized ads, comments, live chat and other features.”

Another great way to gain views from adults is to produce “how to” content. According to a 2018 survey, “half of U.S. adults who use YouTube say the site is very important when it comes to figuring out how to do things they haven’t done before.”

You will receive no argument here! If it wasn’t for YouTube, there’s no way I would have installed my own garbage disposal.

But “how to” content doesn’t always have to be focused on home repair. If you’re in finance, explain to your audience how different savings accounts work. If you’re in healthcare, explain how to properly care for a wound or perform CPR. If you’re in real estate, explain how to properly stage a home or when the best time to buy or sell is.

See where I’m going with this? You’re an expert in something and people are actively searching for expertise.

The final useful nugget I’ll point out from this report is the fact that “a small number of videos generate the majority of views.” Many times small business owners upload videos to YouTube or their website and expect it to become a viral sensation, racking up thousands of views by the end of the week. That is simply not realistic if you’re just getting started with this medium—and not gaining thousands of views is not indicative of your abilities as a content creator. As long as you are seeing steady growth, driving engagement and hitting your target audiences, you could be on the right track. Stick with it—you’ll need to—because as you probably know by now, Video Content is King and likely will be for the foreseeable future.

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