YouTube (Getfans.io) is a very great channel for advertising. Not least because of the fact that a large number of advertisers have by no means identified this channel and its potential! The insights from Kate Stanford, Director YouTube advertiser marketing, are particularly exciting for us. As a mother of three, she shares new insights with us about how mothers use YouTube and how brands (e.g. brands in the fashion industry) can be present in situations relevant to mothers.
Like most mothers, she is faced with questions, decisions, and challenges every day. Questions from her children like “Mom, how do I paint a little pony?”, Decisions that a mother has to make like “Which stroller will be light enough to push him up the little hill to the house?” Or the big parental challenges that Keep mothers awake many nights like, “How do I talk to my child about using new media, smartphones, etc.”?
In a world where information is just a click away, mothers with their big and small questions go online all the time. To better understand what it looks like specifically for mothers and how online videos fit into their lives and decision-making processes, Google and YouTube have partnered with TNS and Ipsos and observed mothers between the ages of 18 and 54. YouTube found that 83% of mothers were looking for answers to their questions online. Of these, 3 out of 5 watch online videos!
Two of the main reasons why mothers use YouTube are how-tos and DIY (do-it-yourself) ideas. As mothers increasingly use YouTube as a source of information, brands have a great opportunity to offer them useful content from the areas of help, product know-how and new ideas and offers or products. Not just at the branding level, but up to the acute support of sales a fantastic channel.