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.
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.
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.
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)
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:
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.
'Writing comes more easily if you have something to say.' (Sholem Asch).