While most campaigns have a presence on YouTube, you may not realize how crucial the video platform is for reaching voters – especially on their TVs. Here are 6 stats about YouTube you need to know to ensure that it factors in to your organic and paid media strategies.
- In the first half of 2024, political content has been viewed 357 billion times on YouTube. That’s more than sports. (Pixability)
- 71% of political content on YouTube is on Shorts – less than 60 seconds and vertical. (Pixability)
- YouTube is #1 in streaming watch time (Nielsen)
- YouTube is the #2 media company in total time spent on TV (Nielsen)
- More than 150 million Americans watch YouTube on connected TVs each month (Variety)
- 30% of voters watch YouTube every day (CampaignInnovation.org)
Putting YouTube to Work Across Your Campaign
YouTube's influence extends beyond just digital strategy, making it essential for your entire campaign team to get involved. Bring together your digital, communications, and TV advertising teams to create a unified approach. Your communications team should adapt their messaging for YouTube's various formats, from in-depth policy discussions to brief, engaging clips. TV advertising strategists need to incorporate YouTube into their plans, recognizing its growing role in connected TV viewing.
Digital teams should serve as the coordinators, ensuring consistent messaging and optimizing content for YouTube's platform. By encouraging collaboration across departments, your campaign can develop a comprehensive YouTube strategy that effectively reaches voters on all their devices, from smartphones to living room TVs.
Budgeting for YouTube Success
When planning your campaign budget, it's crucial to allocate resources for both paid YouTube advertising and content creation. Include YouTube ads in your overall advertising budget, recognizing its importance alongside traditional TV and other digital platforms. Additionally, set aside time and resources for developing compelling content. This means budgeting for staff or contractors who can create engaging videos, from polished campaign ads to more informal behind-the-scenes content. Remember, effective YouTube strategies require both financial investment and dedicated time for content production and optimization.
Crafting Your YouTube Content Playbook
Develop a comprehensive YouTube playbook to guide your content strategy. This document should outline which types of content to create, where to post them, and when. For instance, consider a campaign forum: post the full event as a long-form video, then extract key moments as shorter clips for wider distribution. Finally, create ultra-brief Shorts highlighting pivotal soundbites. This multi-tiered approach maximizes reach and engagement across different viewer preferences. Your playbook should also specify posting schedules, target audiences for each content type, and guidelines for consistency in branding and messaging across all YouTube formats.
Conclusion
YouTube's vast reach and diverse formats make it an indispensable platform for modern political campaigns. By developing a comprehensive YouTube strategy that spans paid advertising, organic content, and cross-team collaboration, campaigns can effectively engage voters where they're increasingly spending their time—whether on mobile devices or connected TVs.
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