New report seems at Creator Loyalty on YouTube and what this implies for entrepreneurs
How important is developer loyalty on YouTube and how can it affect your video marketing strategy?
There are two important considerations in doing this: First, obviously, the key to maximizing your performance is understanding why viewers keep coming back when you create your own YouTube channel and map our video content strategy.
From a marketing perspective, creator loyalty can also help steer options for your ad placement and influencer marketing partnership. For example, if you know that fitness channels have a higher rate of returning viewers, this could play a bigger role in your contact, knowing that these developers are more likely to have made trusted connections with their viewers.
To find out more, the Tubular Labs team recently analyzed the top 100 YouTube channels in a number of categories over two months (January and February 2021) to get an overview of recurring viewership and which genres are more Showing loyalty to the creators.
Tubular Labs has based on ‘the number of viewers who watched one after the other in both months and who reached a quality threshold of 30 seconds ”. This offers a new perspective on the channel categories and specific channels that drive the most ongoing engagement. You can download the full report here, but in this post we’re going to look at some of the key findings.
First, Tubular researchers found that gaming viewers are the most loyal on YouTube. More than 50% of them return to their favorite channels on a regular basis.
As you can see here, other entertainment genres like “People & Blogs”, “Entertainment” and “Sports” also have high audience retention rates, while “Travel”, “Home & DIY” and “Animals & Pets” see lower viewer loyalty than the average.
Which makes sense – people would go to some of these channels based on one-time searches, while pets might see high display rates based on YouTube recommendations, for example, but you might not want to see this content every day. As mentioned earlier, this needs to be taken into account in your strategic approach as it can help provide a better understanding of where YouTube viewers want to be active on a regular basis and what types of developers are better able to build a community.
Individual creators also play an important role in this regard.
According to Tubular Labs:
“It’s no surprise that top developers with the highest reach, who consistently deliver great content to their audiences, force viewers to keep coming back. The better and more consistent your content strategy, the more likely it is that you will be advertisers attract.” Some examples include game developer SSSniperWolf, whose audience is twice as loyal as the average, while the Inside Edition audience is 72% above the benchmark (compared to an average level of loyalty for the entire news genre). “
The Dodo’s high level of engagement is also noteworthy, despite the lower general retention rates in the “Animals & Pets” category. According to Tubular, The Dodo excels at creating reliable content with repetitive formats and series. This is the key to maximizing your audience.
If you’re looking for guidance on how to maximize engagement, it may be worth taking some guidance from these channels and creators.
Finally, Tubular Labs also looked at the retention rates of the top 1000 influencers on YouTube versus the top 1000 media channels, which showed that YouTube viewers clearly preferred certain creators over branded outlets.
I mean, this probably isn’t a big surprise, but when you consider your brand placement and influencer marketing options, consider these trends and how they are defining for the next generation of media consumers.
Overall, there are some interesting points here that can help you steer your YouTube strategies – or at least give you a better understanding of how YouTube influencers are driving the next phase of media engagement, especially with younger viewers.
And they actually drive the next stage. YouTube recently reported that over 120 million people in the US are now streaming YouTube or YouTube TV to their television screens, which means that YouTube is gradually replacing traditional TV as the main media communications channel of choice, making it much greater consideration for all marketers over the course of the year currently.
With this in mind, it pays to know the latest trends and viewer habits in order to maximize the campaign reach in your key markets.
For the full report on the value of Tubular Labs’ loyal viewers, click here.