< HOME / news

YouTube: an inclusive platform, an audience for everything.

April 6, 2021

Giulia Sirigu
Senior innovation and growth specialist

Since 2006 YouTube is in our lives in one way or another. Mostly as an entertainment, learning platform as a user. It certainly gained huge popularity as an advertising platform, but how about YouTube being a branding and conversion platform? Does it impact the customer acquisition cost and increases sales? Or is it mainly brand awareness?

March was Women’s History month and at Innovate UK Edge we celebrated both International Women’s Day and Transgender Day of Visibility. This leads us to reflect about how innovation and technology can make our societies more inclusive. At the 3i- Inclusive International Innovation we had the opportunity to discuss with Paola Marinone, one of the innovative women entrepreneurs supported by Innovate UK Edge and CEO & Founder of Buzz My Videos, about how platforms as YouTube are inclusive by nature and how they can accelerate this process.

In Paola’s words “The beauty of YouTube is that it is everything and anything. It's the sum of extremely small niches of audiences. There’s an audience for everything. This is brilliant for brands that want to reach new audiences organically, as well as for impacting the sales funnel and the bottom line. “

YouTube is, first of all, a Search engine and being on YouTube means being indexed in both YouTube and Google in one go. Product discovery and decision making is often done by viewing YouTube videos. A research says that over 70% of YouTube viewers bought a product after watching a YouTube videos.

If you think B2C this is incredible already. But what about B2B? 50.9% of B2B decision makers do product research on YouTube. This is a real untapped opportunity for most brands of any size that can reach new customers, engaging with them, share how to and case studies and then sell your product.

Is a YouTube strategy extremely costly? Not really. Users prefer an imperfect message, as far as authentic and meaningful to them. This means that polished videos are useful, but not necessary. Content strategy, frequency of uploads, SEO Optimizations, community & engagement are way more important than a perfect commercial video.

Last but not least, your brand most probably already has an archive of videos on YouTube. That is your new gold. You can leverage them to drive traffic to new releases. They are a great asset; you're sitting on a golden pot and you did not know!

Wondering where to start now?

Check how to assess your performance on YouTube HERE and register to our next Women In Innovation workshop about strategic change in your business HERE.

Data source: https://blog.hootsuite.com/youtube-stats-marketers/

April 6, 2021
← back to news
Thank you! We will be in touch shortly.
Oops! Something went wrong while submitting the form.

More of our news

Innovation Spotlight at Inventya
The tech landscape is buzzing with pioneering collaborations and breakthroughs that herald a new era across multiple industries. Here's a closer look at some of the latest advancements
November 29, 2023
AI in Music: A Shift in Creation and Consumption
The convergence of the music industry—a stronghold of raw human emotion and creativity—with Artificial Intelligence might initially seem paradoxical. But this fusion is not about AI overshadowing the artist's touch. Instead, it's about augmenting it. By enhancing creativity with data-driven insights, AI offers musicians a broader palette and listeners a richer experience. Recognising the burgeoning possibilities
October 24, 2023
Beyond the Balance Sheet: The Importance of Business Value Maximisation
Business value isn't just about numbers on a balance sheet. It's an amalgamation of an organisation's tangible assets, brand reputation, customer loyalty, and the potential for future growth. While assets like machinery, property, and cash reserves do contribute to a business's value, there's a whole spectrum of other elements at play.
October 18, 2023
From Tradition to Tech: The New Horizon of Professional & Financial Services
The digital era is reshaping industries, and professional and financial services aren't spared. From AI in legalities to revamped insurance strategies, we're witnessing massive change… In our newest piece, we dissect: Blockchain's game-changing role in transactions. AI & ML's dominance in financial insights. Ethical challenges surfacing in the tech-finance world. And more!
August 23, 2023
Innovation Fuelled by R&D Tax Credits & Patent Box Scheme
Both R&D tax credits and the Patent Box aim to boost innovation in UK businesses, albeit in different ways. The former provides tax relief for relevant R&D expenses, while the latter encourages commercialisation by offering a reduced Corporation Tax rate on profits derived from patented inventions.
August 17, 2023
Generative AI - Redefining Creativity and Efficiency in a Digital Age
Generative AI: Redefining Creativity and Efficiency in a Digital Age Can a machine paint a masterpiece, write a novel, or compose a symphony? With generative AI, the boundaries of creativity are being redefined. Artificial Intelligence (AI) is driving innovation across various sectors, with generative AI taking centre stage. As a prime example, ChatGPT, powered by generative AI, boasts an impressive user base of 100 million within months of its launch. This is just the tip of the iceberg; let's dive deeper into the transformative potential of generative AI.
August 14, 2023