Factors influencing YouTube viewers in Southeast Asia

NEWS Dec 16, 2023 Chi PQ

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1. Context for connection
2. Creative collaboration
3. Invest in meaningful creativity

In the SEA (Southeast Asia) region, there are up to 150 video broadcasting applications and more than 500 hours of content are uploaded to YouTube every minute. Possessing diverse content and design suitable to the habits and interests of a large audience in Southeast Asia, YouTube is the top choice of this audience group. Based on research results and examples from featured brands at YouTube Works Awards SEA 2023, TUBRR will provide you with useful knowledge to succeed in doubling your business results by Take advantage of these audience needs and creative strategies.

1. Context for connection

The fact that viewers connect with the people important to them through the videos they are watching will greatly influence the content they consume. In Southeast Asia, viewers can spend their private time watching favorite content such as handmade items, cooking, makeup, etc. But when they want to enjoy time connecting with family and friends, they will watch vivid videos on the big screen, such as a sports match. In Vietnam, up to 64% of people watch YouTube with family and friends and more than 33 million people watch YouTube on TV.

In Southeast Asia, context for connection is important for viewers. To connect with viewers in every context and viewing session, Thai yogurt brand Dutchie used YouTube's multi-format, multi-dimensional video to tell a humorous story. Their "Love Your Gut" campaign compares inefficient digestion to an inattentive delivery driver, and shows how eating their yogurt is the key to a healthy gut. Dutchie adapted its videos into multiple formats, from 6-second clips to increase interest to 3-minute videos that delve deeper into its story, and resulted in a 4.3% increase in ad recall and 18.5% increase in brand relevance among Gen Z audiences. Successful creative ingenuity and sound media planning helped their campaign win the Grand Prix at the YouTube Works awards SEA Awards 2023.

2. Creative collaboration

On YouTube, the total number of hours of content uploaded by channels in SEA markets increases year on year. In Vietnam, this number has increased by more than 100%. Viewers in the Philippines agree that YouTube is the platform with the most diverse content and the #1 place for them to explore more deeply about the things they love. Among the millions of content available on YouTube, viewers are especially attracted to unique content from creators because of its natural touches. For example, the top Indonesian Shorts videos in 2022 were mostly content from self-produced creators.

And vice versa, creators are also encouraged by YouTube through the diverse tools and formats the platform creates to help them overcome creative limits and freely express their ideas. For example, MingWeiRocks, a YouTube Diamond creator from Singapore with over 10 million subscribers, combines his passion for taekwondo and humor to engage with audiences across various formats.

The connection between viewers and creators is so strong, 88% of shoppers in the Asia-Pacific region agree that YouTube creators give recommendations they can trust. . That's why brands partner with creators to develop content with a personal touch of creativity that viewers love.

Pantene Indonesia - who won the Best Partner Award at the YouTube Works Awards SEA 2023 for its top creative partner, is not only leading the trend of creator collaborations but also disrupting them. beauty industry rules. Instead of choosing a female influencer with long, silky hair to promote its conditioner, Pantene partnered with YouTube creator Keanu Angelo, who is famous for his videos about bad hair days, to document the process. the transformation of his damaged hair. The "Recharged Hair, Recharged Me" campaign with short and long videos attracted 23 million organic views within 24 hours and achieved 121% growth within six months.

3. Invest in meaningful creativity

To effectively engage with audiences in Southeast Asia, brands in the region need to keep up with complex user viewing behavior quickly and at scale. By combining the art of creating engaging content with the science of creative advertising solutions, your brands will be able to connect with audiences and become important to them.

With AI-powered YouTube campaigns, you can leverage Google AI's analytical, predictive, and creative capabilities to deliver the right content, at the right time, in the right format relevant, to effectively reach your specific audience and double your performance. In fact, sales lift data from NCS shows that AI-powered Video advertising campaigns achieve 3.7x higher ad cost returns and more than 2x incremental sales. compared to manually optimized campaigns.

For example, Milo Vietnam leveraged AI-powered Ads Creative Studio and Director Mix to analyze trending content and create up to 400 creative variations most relevant to its Gen Z audience for Dynamind nutritional energy drink product. They then used YouTube's Reach solutions to increase awareness and expand more relevant engagement with their K-pop audience through programming and advertising. on BTS channel. The results of the campaign, which is among the contenders for the 2023 YouTube Works Awards SEA, were a 14% increase in brand awareness and a 15% increase in post-launch consideration, along with growth Sales up to 118% compared to 2022.

Viewers in Southeast Asia have set the rules when it comes to video engagement, but brands that are savvy and deliver creative content with the power of innovation will have the advantage to win over their audiences. fake and double the results, increasing the success rate.

TUBRR supports creators to spread value

As a reputable MCN brand with 10 years of development in the Czech Republic market, becoming a business partner trusted by YouTube, TUBRR - multi-channel network, strategic partner WOA Media, confident that MCN understands YouTube well best in Vietnam.

Proud to be one of the first two complete MCNs in Vietnam, TUBRR ensures to provide a variety of high-quality professional services for creators including: