The world’s largest video platform, YouTube is where creators, brands and users meet around content. In Brazil, the presence of the platform is constant in the lives of the population and has more than 113 million views in the country.
With engaging content, the nature of the platform makes the audience close to the idols and, consequently, generates identification. In addition, YouTube allows brands to contact all types of people, ensuring that content stays registered and is part of that user’s life. According to the platform, 80 million Brazilians declared that they had already bought something they saw on Youtube.
More than a media, an ecosystem
YouTube, in addition to being a social network, is a complete ecosystem of connections, which has content that connects reach, user attention and brands with relevance, in addition to being a legitimate space for brands to embrace themes and banners in a more authentic and with scale.
More than half of the Brazilian population accesses Youtube every day, allowing companies to produce immersive and in-depth content that entertains and teaches the user, which, on the other hand, can generate identification and interest in the product or brand. This identification generates desire for the content and makes people want to invest in it.
The platform allows brands to have access to a wide variety of formats and to get involved in the creation of different types of content, in addition to being a place where they can participate in important conversations, position themselves and show their essence, building affinity and authority and creating relationships that go far beyond the view.
This sum of coverage + attention + relevance makes Youtube a great stage for brands, who manage to place their content, campaigns and make it reach users in an organic way, since the content presented to each registered person are fully customized to that user’s interests.
In 2021, in addition to serving as a form of entertainment, YouTube played a key role around current issues, which are often opportunities for brands.
Also this year, the platform hosted, for the third time, the Black Friday Show, a pioneering live commerce initiative in Brazil, which was broadcast both on YouTube and on the Americanas app, bringing together many offers and entertainment.
The live already has more than two million views and was commanded by some of the biggest content creators on the platform, such as youtuber and partner at Play9, Felipe Neto, Diva Depression, Camilla de Lucca, T3ddy, Bielo Pereira, Bruna Gomes, Bruno Correa, Diego Cruz, João Vítor Mello, Fred Desimpedidos, Ademara, Vanquilha and Jotinha, as well as having the presence of BBB21 winner, Juliette, and the singer and winner of Fazenda 2020, Jojo Toddynho.
In the context of Black Friday, Youtube was also the stage for Casa Black Friday, the first reality commerce in the country made in partnership with Amazon and Dia Estúdio, and which included the presence of content creators on the platform, such as the girls After eleven, Jean Luccas, Luba, the BBB20 winner, Thelminha and Raony Phillips. The project was also attended by celebrities such as actress Ingrid Guimarães, Marlei Cevada and Igor Guimarães, and musical performances by Pabllo Vittar, Jão and Carol Biazin.
With a huge diversity of content and creators, YouTube has been the home of São Paulo’s LGBTQ Pride Virtual Parade since 2018. Since 2020, due to the pandemic, the event hosted on the platform has replaced the one that traditionally takes place on Avenida Paulista.
In 2012, the event took place under the umbrella of Play de Verdade, a project created with the aim of expanding discussions on issues of gender, racial justice, inclusion and equality. In addition to the Parada, “Play de Verdade” also brings the issue of racial equity to the center of the wheel with YouTube Black, which takes place on Black Consciousness Day, in November. The project also has activations throughout the second half of the year, based on content focused on the themes of diversity, equity and inclusion addressed by several YouTubers who are partners in the initiative – this year, the project had as sponsors the brands Bradesco, Mercado Livre and Diageo .