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This research looks at the behaviour and attitudes of YouTube and Facebook users, with the aim of understanding the role of each in users’ online lives.Please note: This is the Bitesize version of this report. The full version is available to IAB members only. For more information visit: http://www.iabuk.net/internetmarketingresearch For more IAB Bitesize research click here: http://www.iabuk.net/en/1/bitesize.html
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Social: A closer look at behaviour on YouTube & Facebook
1. Motivations for visiting the sites and how they feel when they do
2. ‘Social’ activities conducted on each
3. Attitudes towards brand presence & different types of advertising on the sites
4. Motivations and behaviours around viewing and sharing brand content
Understanding the behaviour & attitudes of YouTube & Facebook users
Why? How?
•Online survey among 1,000 respondents in UK, France and
Germany aged 16-55 years
•To qualify, respondents had to use YouTube and Facebook at least once a month
•Results are averaged across all 3 countries
•The majority of people (75%) who share content or ‘like’ a brand on either site feel more positive about the brand afterwards, compared with just a quarter of people who feel ‘no different’. 46% of consumers
think it is a good idea for brands to have their own presence on the sites
•Interestingly, 60% of users who like brands and share content on the sites are not current customers of the brand
•Brands who advertise on these sites can benefit from the perceived attributes of each, creating a ‘halo effect’ in the eyes of the consumer. YouTube is perceived as ‘entertaining’ (63%) and ‘fun’ (61%), and
Facebook is seen as ‘social’ (59%)
•A third of people visit brand pages on either site to get more product information and those users who visit YouTube or Facebook brand
pages specifically looking for product information are 50% more likely to share the information they find with their friends and family
•Many people share content from competing brands – on these sites at the same time. 41% of people ‘like’ competitor brands on Facebook,
whilst 35% share content created by competing brands on YouTube
60% of users are not customers of the brands they share or like
Consumers can be fickle
Consumers are looking for product
information on both sites
Brand presence on YouTube &
Facebook has an impact
There is a halo effect
Recommendations
Planning and personality by associationAdvertising in social spaces requires as much planning as traditional online display. But with social you need to understand the personality of the site to ensure that ‘halo’ effect of being associated with it.
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3. Develop a clear call to actionThe space is noisy and competitive – 41% of people liked competitor brands on Facebook. To reap the rewards from your social activity, make it clear why you are there – with a sales message or call to action.
For more information about this and other IAB research please contact
Tim Elkington [email protected] or Sorcha Proctor [email protected]
Create content to give consumers prestigeUsers of social media are more likely to share content that impresses their friends. Creatively, think less about your brand and more about the prestige and KUDOS you can give consumers, such as entertainment, money off or exclusive information.
