Racially and ethnically diverse users head to YouTube often and in large numbers. That trend will continue, especially considering the shifts in U.S. demographics. To attract these highly engaged and rapidly growing communities, marketers should prioritize multicultural content, viewers, and creators.
Multicultural audiences want and expect representation and inclusivity
YouTube’s users want to see storylines that reflect their daily experiences and that address issues important to their communities. Brands will do well to leverage this cultural momentum by serving audiences the representative and inclusive content they expect.