Welcome to Day 6 of the Best of YAP 2024!

Our team’s taking a little holiday break, but don’t worry—we aren’t going anywhere.

Because over this holiday period, you’ll be treated to one of our fave articles in your inbox each day.

So whether you’re sitting by the fire with a warm cup of cocoa (lookin’ at you, Northern hemi folks), or hitting the beach (for those of us having a summer Christmas), you can catch up on some reading and remind yourself of what a wild year 2024 was.

Catch ya in 2025!

- Charlotte, Editor ♡

Why YouTube is a Marketing Weapon for Brands

The kids rated it the #1 coolest brand of 2024.

No, it’s not TikTok, Apple or PlayStation.

It’s YouTube.

I don’t know why I was so shocked by this. Maybe because I only ever really use it to listen to background music. I guess, to me, it’s always been such a boyish platform, for gamers and tech nerds.

But, gone are the days where YouTube is merely a warehouse for Gamer Vids or James Charles Drama.

YouTube has evolved over the last few years into a dynamic social networking hub. And it's a digital marketing weapon, especially because of its unique features for diverse audiences.

The platform is now far beyond a place to host videos. It’s a place to reach large audiences, earn passive income, and spread brand awareness.

And your brand should absolutely be using YouTube as a social media marketing platform.

With 2.49 BILLION monthly active users, why would you not?

So, let’s break down some of YouTube’s usage statistics to see the potential for your brand there.

• YouTube has 2.49 billion monthly active users. That’s half of the 5.04 billion social media users worldwide, making it the second most used social platform. Obviously, this speaks volumes about the platform’s popularity.

• YouTube, as of this year, has 100 million paying subscribers. A number that’s steadily increasing for both the platform’s music and premium services.

• People spend 48.7 minutes on YouTube each day. This is more than previous years, so far. This stat indicates growth in engagement, making it an ideal place to capture your target audience.

• Viewers watch 1 billion hours of YouTube per day on their television. This means there’s a huge space for high-resolution creators, but also for content that plays along in the background of people’s day-to-day lives.

Okay, now we know how many people are on here. But who are they?

[Keep reading]

-Sophie, Writer

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