89% of YouTube users trust creator recommendations on YouTube

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 15, 2021, 5:25 PM UTC

The Publicis Group partnered with YouTube and Talk Shoppe to learn how the shopping journey has evolved.

The report found that 75% of shoppers claimed YouTube had improved their traditional shopping experience by providing unexpected inspiration. The tailored experience on YouTube helped customers improve their experiences because they were in a shopping discovery mindset when viewing videos.

The average daily uploads of videos with the title “Shop With Me” climbed by 60% YoY. With YouTube as the facilitator, 87% of users feel they can inform their purchasing decisions faster while shopping or browsing on YouTube.

In addition, 89% of consumers say they can trust recommendations given by creators on YouTube. Brands would do well to create “informative quality” videos on YouTube, as consumers value videos with information over production quality.

Read the original article

[3 minute read]

Explore what YouTube users look like using YouGov’s Audience Explorer