Why Do People Use YouTube? Understanding the Mind-Set of Your Niche Community on YouTube

If you’re planning to use YouTube to promote your goods and services, or because you want to share value and information on a niche subject, you need to understand why people use YouTube, what their expectations are, and what sort of content appears on the site. This understanding will help you to create an identity and content which appeals to the target audience you’re trying to reach. This article will help you grow your knowledge so you can become a suitably pro-active content provider on YouTube.

As most people are aware, YouTube is the predominant online platform for hosting video content. YouTube enables any user with an Internet connection to upload video content that has the potential to be seen by a global audience within minutes. Like Facebook, it’s a non-charging user-driven media site and social networking channel where people consume, upload, and share fun and engaging content.

The statistics which are used about YouTube are eye-wateringly impressive. Since its launch in 2005, YouTube is said to have well over 490 million unique users worldwide per month. According to YouTube’ figures, over 15 hours of video are added to the site each and every minute of the day. It’s said that the average YouTube user spends between 15 to 25 minutes per day watching video content posted on the main website.

People are drawn to YouTube through a variety of routes: word of mouth recommendation; television programmes talking about the latest sensation; because they’ve prompted to hear the music they first heard on a television advertisement; because they want to see details of momentous news events from real-time witnesses; because they’ve seen someone recommend content on a Twitter link; or often because someone they’re connected to on Facebook has shared a link to a YouTube video.

As a result, people watch YouTube content at any time of the day and access material using their domestic computer, or at work, or on the move using their smart-phones or mobile devices. This means that your content may not look as good on smaller view screens as it would do on others. Astute content publishers take these production considerations into account when they create their material.

The easy access to huge amounts of informative and entertaining content has changed the way people research and view content about news, world events, lifestyles, cultural events, or general entertainment. Riots, national uprisings, political gaffes, embarrassing moments from celebrities, speeches, extreme weather events, national disasters, launches, concerts, events – people now expect to see unedited material on YouTube within minutes posted by individuals who were on the spot with their smart-phone at the ready.

For many people, YouTube is also a social channel which entertains, and informs on the things that matter to them. Children’s nursery rhymes, pop music videos, live events, animations, live musical performances by amateur musicians, all this is recorded and shared to entertain people with similar interests and passions. With the option to restrict public access to videos, YouTube is used by families to share mile-stone activities like weddings, christenings, graduations, school concerts and performances, and holidays.

People use YouTube to express opinions and share knowledge on things they’re passionate about. They want to inform, entertain or offer support to others who are interested in the same things. These video blogs or vlogs, cover a vast range of topics and niches. Whether your interests are political, musical, domestic, artistic, literary, horticultural, travel, food, alternative health, medical, or business-related, you’ll find content from individuals, professionals, organisations, and institutions connected to that field.

Many people who post content on YouTube do so in the hope of it “going viral”, that is, being appealing enough for people to pass it on to their networks & communities, who are in turn, excited and motivated enough to pass it on to others.
This desire results in some of the most amazing and oddest material imaginable being uploaded and shared – most of us have been sent or recommended to watch at least one video of pets/children/people doing something outrageous, outlandish, infamous, or just plain bizarre. Sharing YouTube content on social media platforms has amplified the possibility of such videos becoming viral.

All content providers need to find a unique way to get their material across in an accessible, non-sales pitch manner. Users aren’t looking specifically on YouTube for adverts – they want content that suits their mood and desires. They want their keyword searches and directed links to take them to interesting, relevant and appealing content which entertains and informs them, not peddles goods and services at them.

You therefore need to tread a very fine balance between offering pertinent, attention-grabbing and engaging information and pushing overt sales messages. Understanding the expectations and concerns of your community will help you take the most appropriate approach for them. Taking the time to get into the mind-set of your target niche, will ensure you establish the rapport, trust, and authority you need to develop long-term relationships.

Sumi Olson is the author of the Amazon five-star rated, “How to Manage Your Social Media Marketing in 30 Minutes A Day”, and is an author, platinum-rated article writer, speaker and consultant on social media & business development.

With 25 years’ experience in book publishing, business development, online selling, sales & marketing, Sumi is expert in reducing overwhelm and turning insights into implementation. buy 4000 hours youtube watch time

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