How Marketers Can Usher in the Multicultural Mainstream

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The cultural makeup of consumers is changing. On platforms like YouTube, these changes are also reflected in viewership. For years, viewers have skewed younger and more diverse, socially conscious and digitally native than ever before. They’ve also changed their viewing preferences to find the “on-demand, on-demand” content they want, when they want it, right in their living rooms.

New research commissioned by Google suggests that this shift is most prevalent among multicultural audiences, which for the purposes of the study and this article, includes viewers who self-identify as Black, Latinx, or Asian. The research sheds light on what’s behind their behavioral shift toward online video, how these viewers consume it, and how brands can better reach them.

Here are three key facts you should know about multicultural audiences, cmo email lists along with tips on what it means for your video marketing plans.

Fact 1: They are accelerating the video streaming boom. Fact 2: Online video is where their identities and interests intersect. Fact 3: They want to hear from brands, especially when it involves shared values ​​or quality content
Fact 1: They are accelerating the rise of video streaming.

As TV viewership declines across all audiences, multicultural audiences are embracing streaming services faster than the general population, making streaming the preferred way to engage with relevant video content. On average, nearly two-thirds of Black, Latino, and Asian YouTube users use YouTube multiple times a day.

For years, these audiences had to rely on whatever content networks that had the general population in mind deemed relevant to them. But now, online video is where multicultural viewers seek out content created specifically for them and for them to explore their personal interests, share values, and gain other perspectives through screens.

According to Comscore, YouTube on connected TV is number one in reach and watch time among ad-supported streaming services, among households with at least one person who identifies as Black, Asian, or Hispanic/Latino.

Fact 2: Online video is where your identities and interests intersect.

We know that mindset drivers like empowerment and community drive engagement with digital video content among the general population. Our research suggests they may be even more influential for viewers who identify with an underrepresented group: 79% of multicultural YouTube viewers say they seek out content that makes them feel connected to people they identify with.

According to one such viewer named Terrence, "What makes [YouTube] so great is that all the members of every different type of community can come and share information about almost anything you can think of."

79% of multicultural YouTube viewers say that they seek out content that makes them feel connected with the people with whom they identify. Source: Google/Sparketing, US, YouTube Multicultural Marketing Study, n=1560 (n=500 gen pop, n=306 Black, n=310 L
In fact, multicultural audiences want and expect inclusion and representation in the content they watch. On average, nearly half of Black, Latinx, and Asian YouTube users say it’s very important that the creators and content they engage with share their cultural background. It’s no surprise, then, that viewership for culturally relevant content categories like hip-hop and Latin music grew 10% and 25%, respectively, year-over-year on YouTube.

However, making sure your ads are running alongside relevant content is only part of the formula for success. Reaching multicultural audiences with content that helps them explore their passion points is also key. More than 90% of multicultural YouTube viewers say they look to be informed by the content they consume and learn something new.

As viewer Christine explained, “I identify as Latinx, but one of the things I like about YouTube is that I’m searching by interest. It would be more effective if the ads addressed something I actually care about.”