Video Marketing Series: Why YouTube is an essential part of Aussie Millennials' lives

How and Why Gen Y (Millennials) use YouTube

Research(1) shows that YouTube is where Aussie millennials go to make up their minds, to connect with the world around them, and or self-development. 
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Aussie millennials, aged 26 to 40 (born between 1981 and 1996), have grown up in an everchanging world, and they’ve come to expect unprecedented access to information—wherever and whenever they want. Offering diversity of content and best-in-class personalisation, YouTube’s highly adaptable user experience and on-demand nature provides the sense of control that millennials crave.
YouTube is a big part of that world for both millennials and for the rest of Australia. Aussies of all ages are spending more and more time on YouTube, with over 15M Aussies spending more than 18 hours each on YouTube per month.

Where Aussie millennials go to make up their minds
Aussie millennials are truth seekers, so they’re savvy about where they source information and how they form their opinions. They no longer rely on just one source, instead they seek out alternatives to help them shape their view of the world.
Aussie millennials view YouTube as a source of genuine, authentic perspectives.

• “I think you have to be able to think for yourself,” said Daniel, 27. “I think what is really important is to be able to see two sides of a story.”(2)

Among millennials on YouTube, 58% agree that YouTube is a place where they can hear different viewpoints on current events.(3) And 53% of them watch YouTube to hear from real people about real events.(3)

• “It informs from a different viewpoint,” said Courtney, 30. “By getting information from a new video that’s being streamed from a war-torn country—from somebody who’s actually on the ground–you can actually see firsthand what’s happening.”(2)

Where Aussie millennials go to connect with the world around them
Growing up in a globalised world, Aussie millennials feel pride in their open-mindedness and have a desire to engage with people and communities beyond their immediate surroundings.

• “It’s super important to engage with a ton of different people so that we can eliminate the whole concept of an echo chamber,” said Chris, 21.(2)

YouTube feeds Aussie millennials’ desire to connect with people and issues from the larger world around them.

• “I’m watching YouTubers from Malaysia or London. You realise that there’s a whole world of people who are into what you like. That is cool,” shared Chris.(2)

Whether to learn about completely new cultures or to engage with people around the world who’re interested in similar things, 79% of Aussie millennials turn to YouTube to connect.(3 )

• “Watching videos from SouthKorea or Japan, especially beauty and fashion trends, helps me connect with cultures because it allows me to see the insider point of view from these women; the crazy, faddy things that they find interesting; and what they’re doing to stay ahead of the beauty curve,” said Courtney.(2

Where Aussie millennials go for self-development 
Aussie millennials are structuring their lives on their own terms, relying on internal guidance and validation to set their own pace and path. As millennials begin to think more critically about their personal and professional development, they’re increasingly drawn to content that aids them in their journey.
While previous generations might have sought out self-help books, lifecoaches, and training courses, 73% of millennials on YouTube useit to gain a new skill.(3)

• “It’s definitely a tool that you can use to inform yourself or better yourself as a person,” said Courtney. “And there are some people on there with some really interesting viewpoints, and you can do a lot of self-learning on it. There are some really good, informative videos on there that allow people to go and educate themselves in different facets.”(2)

How business owners can get the attention of the millennials on YouTube
Whether it’s turning to YouTube as an education tool to get things done, as inspiration to follow passions, or as entertainment to reconnect with their past, YouTube plays an increasingly important role in the lives of Gen Y (Millennials), and, in fact, with Aussies overall. It takes time to reach your audience organically, but constant posting of new videos, live broadcasting and keyword-rich descriptions of each video will eventually pay off.

If Millennials are part of your target audience, YouTube videos with clear CTAs (call-to-action) or with high-conversion landing pages can help you achieve reach and engagement if you craft the message around:

• self-learning: millennials like to challenge the status quo, so they always look for a second source of information and try to discover things on their own. Traditional school systems are somewhat secondary, so give them objective, practical information that will help them make their own minds and learn for themselves.
• developing new skills: educate first, gain their trust, make it easy for them to gain that skill they want and they will become advocates of your brand.
• facilitating connectedness: create a community around your message/brand/product that will allow them to connect and interactwith like-minded people.

The beauty of YouTube is that you can also advertise and tailor your approach to reach the specific audience you care about. Whether that's a broad audience like millennials or a niche audience like "Aussies planning a trip to South America," the platform offers advanced audience solutions and unique insights that can help you connect with your prospects on YouTube.

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Sources
(1) Google/TNS, “Human Stories In-depth Interview Study,” March 2017, Australia, n=19 male/female YouTube users aged 21–54.
(2) Google/Ipsos, “Human Stories Quantitative Study,” August 2017, Australia, n=2,529 male/female YouTube users aged 18-54 who completed a device-agnostic survey. Gen Online Pop: Access internet at least monthly.
(3) Google/Flamingo, “Human Stories Ethnographic Study,” March 2017, Australia, n=16 male/female YouTube users aged 21–54 interviewed in their own home.
​www.thinkwithgoogle.com

Also find out about the role of YouTube in Aussie Gen Xers' lives.

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