Surfing legend Mick Fanning shark attack on YouTube and what brands can learn
Surfing legend Mick Fanning was attached by a shark in J-Bay during a surf competition. This is big news making international headlines. However, I didn’t hear about this on radio, or saw the footage on TV. Like a lot of people, I saw the terrifying video footage after a link was posted on my social media feed. The link took me to YouTube where within hours the clip had amassed over 3 million views within the first 9 hours. So I am definitely not the only one getting my info via YouTube.
When it comes to our online lives, the amount of data we consume is constantly on the rise where a big chunk of this is due to the amount of data that video consumes. According to Cisco Report “Video is expected to grow to 84 percent of Internet traffic in the United States by 2018 from 78 percent currently”.
Part of the online Video consumption is made up by streaming movie services such as Netflix and of course YouTube as more people are using YouTube as a search tool especially for How-To-Guides, Reviews and Experiences before making purchase decisions.
How powerful is YouTube ?
According to the YouTube Insights report :
- 66% of beauty products purchases indicated that YouTube influences their purchases by helping them visualize how the product fits into their lifestyle.
- 72% of auto-vehicle purchases indicated that YouTube influenced their purchases by proving “in-action” videos of vehicles they were considering.
- 62% of smartphone purchases indicated that YouTube influences their purchase with how-to videos and reviews about smartphones (shameless plug: check out my YouTube channel)
According to research company eMarketer , it showed that in 2011 US adults watched online movies for an average of just 1 minute per day on tablets, and 2 minutes per day watching video on smartphones. However in 2015 the average adult will watch a total of 39 minutes of mobile video on a daily basis – 17 minutes on smartphone, and 22 minutes via a tablet.
YouTube confirms this by showing that 18-34 year old default to their smartphones to watch video:
As the report states “YouTube exists because people love something so much, they have to share it. “ And there is proof that if done right, people will watch it. These are the top ads from Cannes 2014 showing how many million of views each ad has amassed:
Brands watch this
The millions of views are people who chose to watch ads verses skipping ads on TV. So brands who want to target 18-34 years olds, should create amazing experiences that tell a good story that so that people will want to watch it and share it. Oh and then people will buy too.
Wasted Golden Opportunity
I am surprised every brand hasn’t taken advantage of this news opportunity. For example:
- Mick was wearing a branded Samsung shirt so Samsung should come out with a video showing how they managed to protect their customers against sharks.
- Apple should come out with a video showing how even sharks don’t want Samsung products.
- Nandos should have one saying “it’s a good thing surfers aren’t chicken” or “Just like our per-peri chicken, surfers are so hot, even sharks wont bite”
Customers are clearly using YouTube as a source of information which means that brands have to “fish where the fish are” or miss out on the fastest growing visual medium we have. However brands need to be aware that taking TV ads and placing them on YouTube will not work. YouTube content needs to be specifically created to fall inline with the YouTube viewer mind-set. A fine balancing act between selling and experience.
Check this out then check out my YouTube channel too