A dip in the audience's motivations on the world's most well-known multimedia platform.
YouTube allows anyone, anywhere, to manifest. They are universes of intentions, passions, interests and moments that reveal themselves, connect, transform culture. People transfigure passions in videos but the truth is that the human being no longer fits in demographies and predefined categories. The YouTube platform is powered by connection, knowledge, entertainment, identity. And understanding this transformation is fundamental to brands and agencies.
To understand why Brazilians feel like playing, Youtube interviewed more than 3,000 people and studied 8,000 videos. The result can be synthesized in four great human motivations, and within them there is a unique wealth of needs, desires, and languages. They are:
Connection
People want to bring up the subject, find common interests, interact and see everything live. On YouTube, we share and consume without barriers.
- To bring it up and get inside
- To discover common interests
- To interact beyond the screen
- To see live life
Connection: a desire to strengthen and expand contact with the world to 22% of consumers.
Source: Search Video Viewers Google/Provokers, Brazil, August 2018
No other form of communication holds the same power that exists behind YouTube content. This connection that a video creates between people is powerful and enables phenomena that rattle cultures. You can be sure: the world was never the same after the hit “Gangnam Style” or the first video of a boy named Justin Bieber.
Knowledge
YouTube is a destination for learning the latest, deepening into themes, creating autonomy, opening your head. Here knowledge is free and everyone has access.
- To find out the latest and get information
- To get deeper into the matter
- To do it our way
- To open our heads
TO LEARN AND INFORM YOURSELF
The search for knowledge has never been more democratic. Just take a look at YouTube to prove it: videos that explore complex themes in a simple way, content that entertains and teaches at the same time, people sharing what they know.
On the computer screen, TV or cell phone? Whatever, as long as it's on YouTube. This is where everyone finds a multitude of content, and each one learns with the format and language he wants.
Knowledge: a desire to teach and learn from each other to 30% of consumers. It has become a habit: in Brazil, 9 out of 10 YouTube users use the videos to learn something new.
Source: Search Video Viewers Google/Provokers, Brazil, August 2018
Who never caught up in a situation like this? You log in to YouTube and then see the recommendation of a documentary that will help with a project. It makes a little bit of a curiosity about the director of the film, and you jump into a lecture she gave. In the lecture, she quotes the lyrics of an inspiring sound, and you end up the journey by seeing a great clip in a 3D animation of the song.
Whether on an occasion like this, to study for ENEM or understand the latest news about economy, everyone, increasingly, opens YouTube to learn something, in any way they prefer: with video-reports, vlogs, video courses, interviews, news, webinars, tutorials, lists and even cartoons.
On YouTube, trendy football issues earn another outfit and also come stocked by other sources. There are people who teach cutting and sewing and who show a perfect shot of how to sew a dribble and hit the ball at the angle. There are people and shapes everywhere, and that brings a lot of people closer to unexplored universes. Even those who never enjoyed school much now like YouTube EDU teachers.
Today, on YouTube, there are thousands and thousands of views on learning content every day. And many of them are fed by an incredible community of educators, professionals and specialists with whom we would hardly have any other contact.
Entertainment
YouTube enters people's lives to thrill, help relax, raise the astral. It's an intense journey of feelings. And it all starts at play.
- ♪ To relax ♪
- To lift the astral
- ♪ To get emotional ♪
TO DISTRACT THE HEAD
In the entertainment world, amazing things are created to mess with our emotions.
And today, it is on YouTube that we find the largest variety of videos that make us forget the routine, the stress, the boletos.
There are times when the brain asks for a break. Less head content and more heart. You know that desire to see something that makes you feel more than think? So, at this point, getting on YouTube is just the beginning of a light, fun, and maybe a little surreal journey. There's ASMR, slime, meme, stand-up, backstage football, artist reality, cute tutorial, even cuter animals, and music, lots of music.
Entertainment: a desire to take a break and experience all sorts of excitement for 39% of consumers.
Over 1 billion music fans go to YouTube every month to be part of the music community and discover new hits.
Source: Search Video Viewers Google/Provokers, Brazil, August 2018
Identity
On YouTube, people find out what they like, who they like, who they like, who they are. Through the screen, they find their confidence, their voice and their community.
- ♪ To find out ♪
- To find representativeness
- To be inspired
TO BUILD
Some people talk, think and act in a way that triggers an immediate identification. The simple image of someone, in video, is able to generate feelings of welcoming, inspiration, affection, courage. Most of the time, we don't even know why. But on YouTube, we feel truth, authenticity, real life.
We discover who we are and we build from the other.
Master/I am the phenomenon of being sympathetic to someone. And that's a lot going on through the YouTube screen.
Identity: for 9% of consumers, a desire to meet and if (de)construct from who is on the other side of the screen. 7 out of 10 Brazilians believe YouTube is a place where everyone can have a voice and express their opinion.
Source: Search Video Viewers Google/Provokers, Brazil, August 2018
See the study in full: Think With Google
