{"id":301142,"date":"2020-12-21T05:00:00","date_gmt":"2020-12-21T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/reaching-consumers-through-youtube-influencers\/"},"modified":"2025-05-20T16:43:26","modified_gmt":"2025-05-20T16:43:26","slug":"reaching-consumers-through-youtube-influencers","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/reaching-consumers-through-youtube-influencers\/","title":{"rendered":"Reaching consumers through YouTube influencers"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"font-weight: 400;\">With stay-at-home orders and self-quarantines, consumers have spent the year searching for ways to keep themselves busy. According to YouTube, audiences have viewed <\/span><a href=\"https:\/\/www.usatoday.com\/story\/tech\/2020\/05\/01\/coronavirus-youtube-task-tutorials\/3044564001\/\"><span style=\"font-weight: 400;\">more than 4 billion hours<\/span><\/a><span style=\"font-weight: 400;\"> of \u201chow-to\u201d videos over the past 12 months alone. In fact, searches for do-it-yourself videos with \u201cat home\u201d in the title have seen a <\/span><a href=\"https:\/\/www.youtube.com\/trends\/articles\/what-it-means-to-stayhome-on-youtube\/\"><span style=\"font-weight: 400;\">700% search increase<\/span><\/a><span style=\"font-weight: 400;\"> since March. As audiences spend more time watching videos, a bond is formed between the creator and the consumer. While most YouTube videos have a 15-minute time limit, verified users\u2014or Influencers\u2014can reach a few <\/span><a href=\"https:\/\/support.google.com\/youtube\/answer\/71673?co=GENIE.Platform%3DAndroid&amp;hl=en#:~:text=Increase%20your%20video%20length%20limit,Open%20the%20YouTube%20mobile%20app.\"><span style=\"font-weight: 400;\">hours<\/span><\/a><span style=\"font-weight: 400;\">. Influencers rely on engaged viewers in order to be successful, so they create content that&#8217;s specifically curated for their audiences. By tapping into influencer marketing, brands can reach their audiences in places where they are already open and engaged.<\/span><\/span><\/span><\/span><\/span><\/p>\n<h2><b>The diamond in the rough\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">User-generated <\/span><a href=\"https:\/\/biteable.com\/blog\/video-marketing-statistics\/\"><span style=\"font-weight: 400;\">videos<\/span><\/a><span style=\"font-weight: 400;\"> will make up more than 82% of all consumer internet traffic by 2025. Marketers looking to make lasting connections with consumers need the control to find relevant ad environments. <\/span><span style=\"font-weight: 400;\">Channel Science<\/span><span style=\"font-weight: 400;\">, an IAS + Channel Factory partnership, provides marketers with increased efficiency by investing in media that minimizes ad waste. Brands now have the visibility needed to optimize video buys not only post-campaign but also mid-flight. With daily refreshed metrics, marketers have the ability to actively control the environment in which their video ads appear. Every advertiser deserves a bespoke brand suitability campaign strategy to tap into the environments best suited for their ads.\u00a0<\/span><\/p>\n<h2><b>Shine bright in an environment that\u2019s just right\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Consumers follow influencers because they are <\/span><a href=\"https:\/\/content-na1.emarketer.com\/influencer-marketing-in-the-age-of-covid-19\"><span style=\"font-weight: 400;\">interested <\/span><\/a><span style=\"font-weight: 400;\">in content that helps them with their daily lives in quarantine. Interestingly, consumers with free time are even branching out into new hobbies and interests\u2014according to YouTube, the phrase \u201craising chickens\u201d <\/span><a href=\"https:\/\/www.youtube.com\/trends\/articles\/what-it-means-to-stayhome-on-youtube\/\"><span style=\"font-weight: 400;\">increased by +160%<\/span><\/a><span style=\"font-weight: 400;\">. As consumers spend more time on the platform, so too are advertisers looking to make impressions. Looking ahead, YouTube video ad revenues are expected to reach upwards of <\/span><a href=\"https:\/\/forecasts-na1.emarketer.com\/59148665aeb8830e3829e6a0\/5b9960f20e34830970a61fff\"><span style=\"font-weight: 400;\">$6.3 billion<\/span><\/a><span style=\"font-weight: 400;\">. Whether an ad appears before or during a video, Channel Science allows brands to choose where they connect with engaged audiences. YouTube provides a platform to share a variety of stories and create endless opportunities to connect with engaged audiences. <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Learn more about Channel Science here. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With stay-at-home orders and self-quarantines, consumers have spent the year searching for ways to keep themselves busy. According to YouTube, audiences have viewed more than 4 billion hours of \u201chow-to\u201d videos over the past 12 months alone. In fact, searches&#8230;<\/p>\n","protected":false},"author":22,"featured_media":301143,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[280,281,286,290,284],"tags":[],"class_list":["post-301142","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-channels-uk","category-ctv-video-uk","category-efficiency-optimisation-uk","category-insights-uk","category-proprietary-platforms-uk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Reaching consumers through YouTube influencers - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/uk\/insider\/reaching-consumers-through-youtube-influencers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Reaching consumers through YouTube influencers\" \/>\n<meta property=\"og:description\" content=\"With stay-at-home orders and self-quarantines, consumers have spent the year searching for ways to keep themselves busy. 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