Brands have been urged to connect, inspire and entertain their viewers or subscribers on YouTube using different methods and tools.
Gathering at YouTube Brand Partner Summit in Lagos on Thursday, Nigerian YouTube creators- Sisi Yemmie, Dimma Umeh, Naija’s Craziest and Ngee Shows, came together to talk about how YouTube is providing a platform for them to share their passions and, in some cases, add financial values to their businesses.
Speaking at the Summit, Teju Ajani, YouTube Partnership manager, Sub-Saharan Africa, said, “YouTube continues to be a top video destination for Nigerians looking to share and watch the most viral local and global videos. In 2016, YouTube mobile watchtime in Nigeria increased by 150%, proof that Nigerians are spending more time on the platform, and are finding content relevant to them”.
During her presentation, Ajani said that YouTube is attracting a global generation that has grown up watching what they want, whenever they want, on whatever device is closest.
Globally, almost 60% of YouTube’s monthly watch-time comes from mobile devices, she said, adding that, on average, 60% of a channel’s views come from outside the creator’s home country.
“We are also glad to see that mobile is playing an increasingly big role in driving online video consumption. And as more people get access to low-cost smartphones and data prices continue to drop, online video consumption in Nigeria will continue to rise,” she said.
Also speaking, Susan Agliata, head, Branded Content, YouTube (EMEA), said that globally, more than 400 hours of video is shared on YouTube every minute. “So, whether you are a teenager at home, a global media powerhouse or a business brand, your videos need to be on YouTube”.
The platform, Agliata said, is a social video ecosystem with such critical mess that your videos basically don’t exist on the web if they’re not on YouTube.
“YouTube sees itself as empowering the world to create, broadcast and share. How is this accomplished? It’s through creators, viewers and brands are the ones that sustain the ecosystem”, she said, urging brands to consistently produce relevant videos for improved viewership.