YouTube Director of Family and Learning Malik Ducard believes that “edu-tainment” videos and other related clips that focus on learning while entertaining the viewer with engaging material should be a central aspect of a content marketing campaign. He urges brands to take advantage of the growing demand for such material.
In a new blog post entitled “What Brands Can Learn From Educational Content on YouTube,” Ducard reveals that there are now 500 million views of learning-related content on the popular platform each and every day, and these are also driving engagement, with one million shares occurring over the same period. Educational videos earn 400 per cent more watch time compared to animal videos, for example, as information-seeking is a main reason why people consume content online.
This trend presents a huge opportunity for brands to reach and interact with consumers via creative video production. Ducard says that brands don’t have to focus specifically on the learning side of the equation; rather, they should try to entertain or “edu-tain” while providing viewers with informative and relevant content.
YouTube creator RoomieOfficial says: “My most successful educational videos have a strong hook and cover topics that aren’t often talked about and may even be taboo.” Vlogger StacyPlays taps into the thirst for knowledge in the gaming sector with her “Minecraft Field Trips,” which offers viewers exciting adventures in the virtual sandbox.
Ducard also urges brands to double down on a certain niche or subset, as these tend to perform better in search and increase traffic as people seek concrete answers for their questions. He says that rather than creating a video about how to be successful for a general job interview, brands should go further by choosing a specific job type. Data shows that niche-topic videos are much more relevant in search compared to broad-topic videos.
Finally, Ducard says that video format types such as learn-along, teach-along, animation and music are particularly effective for educating viewers and that the most successful “edutubers” have a regular upload schedule with a look and feel to production that is their own for each clip. A study published earlier this week stated that video is best for getting a brand message across, and those with an educational slant are yet another outlet for marketers to pursue to achieve their objectives.