The future of YouTube marketing is multicultural; here’s how brands should adapt

The future of YouTube marketing is multicultural; here’s how brands should adapt

The future is multicultural. So if brands aren’t considering inclusivity and representation as part of their marketing efforts, they risk becoming irrelevant. New research shows just how racially and ethnically diverse YouTube's users are, and what marketers need to know to reach this growing audience.

The next generation of YouTube users will be increasingly diverse

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.

41%

of monthly YouTube users in the U.S. are ethnically diverse, with Hispanics comprising the largest proportion.

Nielsen/YouTube
64%

of ethnically diverse YouTube users are watching more videos in 2017 compared to 2016.

Nielsen/YouTube

The majority of ethnically diverse YouTube viewers use the platform at least once a day.

Nielsen/YouTube

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.

of black millennial viewers say YouTube is a place where black people have a voice.

Google/Ipsos Connect

black millennials would like to see brands better represent diversity in ads.

Google/Ipsos Connect

black millennials say they're more likely to consider a brand that positively reflects black culture.

Google/Ipsos Connect

Black millennials are more likely to feel a sense of personal connection to YouTube creators than traditional celebrities.

Google/Ipsos Connect
43%

of Hispanic millennials feel more favorably about brands that include aspects of Hispanic culture in their advertising when making digital purchases.

Ipsos MediaCT/Google
70%

of Hispanics say it's important for a site to have content relevant to them.

Ipsos MediaCT/Google
77%

of Hispanics say they watch YouTube to engage in passions or topics of interest.

Ipsos MediaCT/Google
92%

of Hispanics who recently purchased personal care products say YouTube is one of the best places to find videos from others like them about brands/products they're considering.

Ipsos MediaCT/Google