Google Reveals Spike In Views On YouTube During Pandemic
Our online behaviour can tell a lot about culture, trends and even attitudes and feelings. Google has conducted a study which reveals that consumers are using video platforms to cope with fundamental human needs during the pandemic. These include areas covering social isolation, replicating essential services, indulging passions or simply finding a community. The study groups behaviour into three core needs that all people experience, self-care, social connection, and identity:
1. Self-Care: YouTube saw increases in searches for content around sleep disruption such as nature sounds, as well as food related content during a time when many food outlets were closed
2. Social Connection: Consumers have used technology to bridge the gap that social distancing brought – views of virtual experiences and tours have increased significantly, whilst views of “#WithMe” videos have grown by 600% since March
3. Identity: YouTube has proven key in supporting identity during lockdown – with a jump in weekly viewership of religious services, a growth in videos around specialised skills and high volumes of consumers searching for hair cutting tutorials
Why is this important?
One of the key principles in any business is creating value for customers, and what needs to be remembered is that sometimes it is as simple as fulfilling a customer’s core needs. Whilst COVID-19 has created many challenges for marketers, it has also presented a timely opportunity to approach customers in meaningful ways. This time has revealed a remarkable uniformity in the types of content consumers are seeking out on YouTube, highlighting the core needs that we all share and can relate to.
Pinterest Provides Cultural Context On Halloween Costumes
As expected at this time of year, searches for Halloween costume ideas are surging on Pinterest, prompting the platform to share new information highlighting the cultural significance of certain costumes. The aim of providing such information is to help users avoid misusing common themes or appropriating other cultures. For example, when Pinners search for ‘Day of the Dead costumes’, not only will they see the usual inspiration Pins, but also a ‘Cultural appropriation on Halloween’ informational card. This will help inform Pinners of further background data on the event and its significance, to help improve understanding among Pinners.
Why is this important?
Pinterest has reported that “costumes are consistently a top-searched term, but many people may not know that certain costumes are appropriations of other cultures.” It’s important for us all to be more aware of cultures outside of our own, not only to develop our wider understanding, but to help us recognise that “costumes should not be opportunities to turn a person’s identity into a stereotyped image”, as Pinterest says. The importance of being informed this way is also being enforced in the platforms algorithm, as it will be limiting recommendations for costumes that appropriate cultures moving forwards.
New Study From Thinkbox Signals TV’s Influence Over Brand Perception
Thinkbox has revealed the results of its recent study, which used the behavioural science principle of ‘signalling’ to understand the UK’s perceptions of media channels. Overall, TV came out on top with study participants believing advertising in TV helps brands to be perceived as more popular and successful.
Nearly a third felt that companies which advertised on TV could be trusted on promises made, making TV the most trustworthy medium. These perception scores vary across brand categories and age groups but Television consistently delivered the most powerful signals.
Half of the respondents rated brands that advertised on Television as financially strong – an important factor in light of the pandemic where consumers are considering major purchases to a greater degree. The next best performing advertising channels at signalling financial strength were Newspapers, Magazines and Radio, all at 32%.
Why is this important?
The study shows the role TV can play in not only conveying creative messaging but building positive consumer perceptions through presence in the channel. Advertisers looking to improve their brand metrics such as awareness or trust should consider the power of TV to drive success and reinforce that message.