“With me” videos gain popularity on YouTube amid the lockdown

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 17, 2020, 5:37 PM UTC

An Association of National Advertisers survey found 92% of marketers are adjusting creative messaging to reflect the current consumer lifestyle.

Google’s Director of Creative Partnerships Sadie Thoma outlined five types of most trending creatives on YouTube. Though “With me” videos were gaining popularity even before the pandemic, the present lockdown situation the trend saw an increase of 54% YoY. These videos let viewers participate in an activity together.

“With me” videos centred around cooking and cleaning are increasingly popular. With most universities closed, “study with me” has also seen a fillip. Customers are also tuning into videos about remote working, stress reduction and home workouts.

Brands that have tapped into these trends are leveraging the theme of authenticity, connection and empowerment.  Thoma further said these videos are an authentic way to connect with people and foster a community.

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