Paula: Hi, everyone.
I'm Paula Castro, Multicultural Business Lead at YouTube.
Salvador: Y yo soy Salvador Maldonado,
Multicultural Media and Marketing Manager at Google Media Lab.
Paula: We know for some of you,
multicultural marketing is a new frontier
and reaching these consumers is important to your business,
but no matter where you are in your journey,
our teams are here to help.
And today we'll share three ways
to make your multicultural marketing work harder for you on YouTube.
As we heard earlier, multicultural consumers
are one of the fastest-growing segments across all screens.
So showing up in the right environments
to engage with them matter more than ever before.
We know multicultural consumers connect through the unscripted content,
content that reflects their experiences and passions, like beauty,
sports, and entertainment, and especially music.
In fact, over 2 billion logged-in viewers
watch a music video each month on YouTube.
And music is the most consumed genre on YouTube
among Black, Asian, and Latinx audiences.
As the number one ad-supported streaming platform
for multicultural consumers, YouTube is now essential for advertisers
who want to reach these consumers online and at home.
In a recent study,
Comscore reported that YouTube now reaches 42% of U.S. households
with at least one person who identifies as Hispanic or Latinx,
56% of U.S. households with at least one person who identifies as Asian,
and an incredible 71% of U.S. households
with at least one person who identifies as Black.
As the number of people who identify as multicultural consumers increase,
it's now business critical for brands
to find new ways that engage with this audience.
Salvador: That's right. When we launched
our multicultural media center of excellence,
the goal was to evolve the media planning process
to help brands create more inclusive
and effective media plans for their advertising campaigns.
And now we have a few strategies that show where
and how you can engage these consumers across our platforms.
First is to reach multicultural consumers where they are.
We know that YouTube is an essential starting point
to drive reach
since Black and Latinx viewers are highly engaged on the platform.
At Google, we expanded our media plans to include placements
across culturally relevant content
and content made for and by multicultural groups.
It included a 15% minimum spend commitment on media
that reaches Black and Latinx audiences in the U.S.
We also invested in channels that reach these audiences at scale.
Paula: Adding culturally relevant content to your media buy
is an effective way to align with multicultural creators
and leverage their platforms to amplify your brand message.
Remember...
When surveyed, over half of multicultural viewers
describe YouTube creators as helpful and reliable,
which means, when making purchase decisions,
multicultural consumers turn to YouTube creators
for authentic reviews on brands, products, and services.
And through YouTube's branded content offering,
BrandConnect, we can help you reach an engaged audience
and tap into creators to make scalable content.
Brands like Calvin Klein that have leveraged
YouTube BrandConnect saw a 235% lift in search
and have sold out of products using the shopping shelf.
Salvador: Our second strategy is to leverage cultural moments
and passion points.
When we launched our #MostSearched campaign
to celebrate Black History Month,
we ran placements across cultural moments
that we discovered had the largest Black audience viewership,
such as the NAACP Image Awards,
NBA All-Star Game, and the Grammy Awards.
The result was a 13 percentage point lift in brand advocacy
among adults ages 35 to 49. Not too bad, right?
Paula: YouTube sponsorship packages are a high-impact way
for you to connect with audiences during these moments.
We're thrilled to announce that we now offer
an expanded series of YouTube sponsorships
and original content all within YouTube Select
to help you own the biggest tentpole and cultural moments of the year.
Brands can now reach audiences
across moments like Black History Month,
International Women's Day, and my favorite, Latin Awards season.
Salvador: Another way brands can enhance engagement
among multicultural consumers
is to build a more inclusive digital journey.
As your media plan becomes more inclusive,
your ad experiences should too.
Developing a relevant journey from creative to landing page
ensures you get the best results for your campaign.
For instance, we ran a test for the Pixel 5 phone
that used Spanish language ads to drive Spanish speaking audiences
to two different landing page experiences.
One page was in English and the other in Español.
Consumers who were driven to the Spanish landing page
were three times more likely to add a Pixel product to their carts.
Finally, we've learned that inclusive
means different things in different places.
Multicultural marketing should not be a one-size-fits-all approach.
We recommend working closely with your local teams
across regions to build campaigns that reflect and respect local nuances.
Paula: Showing up in the right environment
with the right voices is extremely important,
but hey, that's not enough.
You also need the right creative with the right message.
And that's where YouTube and Google can help the most.
Our Culture Labs offer immersive consultations
to help brands deepen their cultural insights
and create campaigns and creative that resonate with these customers
according to their specific industries.
Brands who learn to create more culturally relevant experiences
in the spaces and moments that matter are positioned
to see greater results with their media buys.
Okay. That was a lot of information to take in.
But don't worry. We've got you covered.
After the show, look out for more information
about everything we've shared with you today.
And if you have more questions,
reach out to us through your Google and YouTube contacts.