Fifty percent of U.S. adults turn to YouTube to learn how to do something. This applies not only to tasks at home, but also to tasks at work. Most people want to do their job better, be more efficient and effective. Successful companies use YouTube videos to satisfy their audience's thirst for knowledge and willingness to learn. A good example is HubSpot. With our new YouTube analytics tools, we’re exploring in depth how HubSpot helps customers learn how to deliver valuable content and how they build closer relationships with customers and prospects.
A Pew Research poll published in April 2019 found that 73% of adults in the United States use YouTube, which increases to 90% among 18-24 year olds. This means that more Americans use YouTube than Facebook. Interestingly, in a 2019 poll, 28% of adults said they also received news from YouTube.
There are 44,000 channels on YouTube with over a quarter of a million subscribers. Each of these channels uploaded an average of more than an hour of content in the first week of 2019. Only 33% of the videos uploaded were in English, and only 17% were entirely in English, according to Pew Research. This reflects the fact that other languages like Spanish, Portuguese and Hindi are very popular on YouTube. As a result, content with low language and cultural barriers, such as music, can attract a large global audience across the language spectrum. Experience the success of "Despacito" and "Bailando", which triggered 8 billion views between them.
18% of the uploaded English-language videos were game-related and received the most views on average. The The average number of hits for these game videos was 34,347, compared to 11,174 for videos that focused on other topics. Children's YouTube channels receive a large number of views and subscribers. After researching over 80% of parents of children ages 11 and under say they have their child watch videos on YouTube at least occasionally34% say they do this regularly. With our YouTube analysis tools, we looked at the views of nursery rhyme videos. YouTube channels like CocoMelon are viewed hundreds of millions of times, their top video last year received over 500 million views, and the videos they published last year had over 5 billion views overall. That's a lot of YouTube parenting.
The large number of subscribers and viewers of game, music and nursery rhyme videos is not particularly relevant for most companies. However, a 2018 survey found that 50 percent of adults in the United States use YouTube to learn how to do things. especially things they haven't done before. YouTube has become a global resource when it comes to learning, from practical home improvement to cooking to engineering. For example, Sabin Mathew, a post graduate from IIT Delhi, set up a Learn Engineering channel in 2012. This channel now has over 3 million subscribers. Many companies have used YouTube to deliver videos that help their customers both directly with their products and more generally.
Learn from HubSpot
HubSpot is a leading provider of software products for inbound marketing, sales and service and has made a name for the quality and success of its marketing. HubSpot has created one of the most successful blogs in the industry with over 350,000 subscribers and more than 7 million monthly visitors. Where HubSpot led, many others followed, leading to a crowded blog content market and intense competition. Video opened a new opportunity for content and one that was less competitive. HubSpot has invested heavily in video content and released 200 videos last year that generated nearly 2 million views, an average of just under 10,000 views per video. From this we can see that their video strategy is not about creating viral blockbuster videos, but about a series of content that is tailored to the different needs of their audience. This includes hands-on videos for HubSpot customers, which by their nature are not viral hits viewed millions of times, but offer practical support for customers. The HubSpot channel currently has 87,000 subscribers, and 6,000 of them in the past three months, a growth rate of 7% per quarter.
In 2018, HubSpot explained in a video how the video strategy was changing, and explained that business videos should be more personal than polished and focus on creating helpful content, not feature films. HubSpot also created a YouTube video marketing guide, which noted the strong growth in how-to searches on YouTube. When people ask how to do something, it is a clear business need and HubSpot sees YouTube as an opportunity to create an authentic platform to engage and attract your audience to these needs.
HubSpot understands how YouTube is used by its audience to keep up with industry trends, best practices, and practical tips to save time and be more effective. While HubSpot uses YouTube to publish and distribute video ads, most of the YouTube content is focused on education. The HubSpot YouTube channel has become an important resource for marketers. Seller; and customer care, service and success representatives. Few people come to surf on a YouTube channel. They usually come for a specific purpose, which may involve a business or practical challenge. HubSpot recognizes this and has organized its content in playlists. For example, their playlists are organized in:
- HubSpot information, starting with HubSpot, is designed for those who want to learn more about HubSpot products.
- The HubSpot Academy to support HubSpot customers
- Marketing tips
- Sales tips
- Social media tutorials
- Stay up to date for those who want to keep up with new technology and industry trends.
These channels try to strengthen the relationship with their existing audience and meet their needs, while at the same time trying to attract a new audience with broader content and increase the subscriber base. This is not an easy task. Let's take a look at some of the HubSpot playlists and how they manage this balancing act.