YouTube now has around 2.6 billion monthly logged-in users, and 73% of US adults use YouTube regularly. These numbers show how lucrative YouTube can be as a marketing platform for your influencer marketing campaign. But what statistics about influencers on YouTube do marketers need to know in 2022? Read them now on the Kolsquare blog.
While 2.6b people are logged onto the video platform each month, yes, this figure doesn’t even take into account those who use YouTube even without an account. In fact, there’s only one site that currently has a higher user base: Google.
Compared to the 73% of U.S. adults who regularly use YouTube, only 69% are logged onto Facebook and 37% are logged onto Instagram.
In fact, as reported by the Pew Research Center, 51% of all YouTube users click through a wide variety of videos on a daily basis. In addition, more than 5 billion videos are watched on YouTube every day, according to Cloudincome.
For more 2022 YouTube statistics, visit this article on the Kolsquare blog.
YouTube users value high-quality content, which they are 1.6 times more likely to watch more often. Personal interest also plays an important role in the selection of the watchlist. It is three times as important to users that the videos show their passions. This makes influencer marketing on YouTube all the more important.
Image by Google
Personal interest and strong values are also extremely important for Gen Z. Learn all about influencer marketing strategies for Generation Z on the Kolsquare blog.
Besides the personal interest that should already convince brands to work with influencers, there is another argument: consumers are informed and consider a purchase carefully. Through tutorials and reviews, YouTube is a popular platform for researching the pros and cons of a product.
YouTuber influencers and users therefore have a close bond. They often exchange comments or interact with each other through shoutouts, for example. This mutual relationship creates trust and loyalty, which brands can build on.
The gaming category is particularly popular, with 66% of female gamers watching gaming videos to interact with the gaming community, and almost half of YouTube gamers spending more time watching gaming videos than playing games themselves. Again, this often creates a strong bond between creators and viewers, which is very good for influencer marketing.
Overall, YouTube is the second most popular platform for influencer marketing, according to Statista.
Also important for marketers is to understand how people use YouTube. What devices do people use to access YouTube? The majority (63%) use YouTube via mobile apps.
How many videos are uploaded every day? Every minute there are 500 more hours of new videos on YouTube, according to Statista.
What do people use YouTube for? As mentioned before, many users see YouTube as a source of information and a tool to learn online. Even 78% Baby Boomers confirmed this, citing YouTube as their preferred platform.
90% of Millennials use YouTube to watch sports videos. Overall, 74% of those interested in sports visit YouTube several times a week, while 79% think YouTube offers sports content not available anywhere else.
Trends are making waves across all social networks, and just because one of those trends starts on, say, TikTok, think about Olivia Rodrigo’s song that first went viral on TikTok, doesn’t it spill over to other platforms. Accordingly, Rodrigo’s song was also the most searched song on YouTube in 2021.
The top 10 most popular searches on YouTube worldwide are largely related to music and movies, with “cartoon” and “baby” searches newly added to the list in 2022. With over 16 million hits monthly, “BTS” is currently the most popular search query on YouTube worldwide.
Graphic by Uscreen
Content marketing works well on YouTube. After all, the Google-owned company has a working payment model for creators and a fair and extensive Creators Fund. Click here for YouTube’s revenue statistics this year.
Many brands rely on paid advertising on YouTube in addition to influencer marketing, with Apple and Disney being the leading YouTube advertisers in 2021. According to the general average age on YouTube, the advertising audience is also between 24 and 35 years old. If you advertise on YouTube you have the potential 51.8% of all internet users worldwide, according to the Digital 2022: Global Overview Report.
Also interesting are these facts:
Interested in more numbers? On the Kolsquare blog, we offer statistics on all social networks, such as Instagram, TikTok or Facebook. You can also download our own, original studies around influencer marketing for free, just click on the link.
Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.
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