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View in 2: Mental Health | YouTube Advertisers

View in 2: Mental Health | YouTube Advertisers


[MUSIC PLAYING] JESSICA HURLEY: YouTube teaches
us how to apply eyeshadow, how to beat the next game level,
so why not also life lessons? The truth is there are
some things people aren’t comfortable talking to their
family or friends about, so they turn to
YouTube for help. Over the last few years,
we’ve seen a rise in YouTubers talking openly about
real-life struggles. In turn, the YouTube
community has evolved to become a source of
both comfort and inspiration. About five years ago, the
anti-bullying “It Gets Better” campaign started from
a single video directed at discouraged LGBT teens. Within weeks, hundreds of videos
were uploaded showing support. This movement welcomed
other creators to feel more
comfortable opening up about a wide variety of issues,
like sexual orientation, depression, and anxiety. For example, Anna Akana
has talked frankly with her audience about suicide
and BuzzFeed has helped us understand there isn’t a
one-size-fits-all medication for mental health issues. Draw My Life, a popular
animated video tag, revealed that many creators
were bullied in high school and have dealt with
abuse personally. YouTubers are fostering
two-way dialogues and their viewers
are responding. This honesty has allowed for
widespread open discussion of so many issues
on a massive scale. So here’s what this
means for brands. First, brands that focus
on supporting causes are coming out ahead. 54% of millennials
say they would choose an equality-focused
brand over a competitor. So think about how you
can reframe your marketing objectives around things
consumers truly care about. Can you take a stance on an
issue in an authentic way and invite users to get involved
in this important dialogue? Also consider how
different formats can provide platforms to talk
about personal struggles. Draw My Life’s
animated format shows that you don’t need
a polished production to talk about tough subjects. Thanks for watching. If you enjoyed this episode,
please like and subscribe. And we’ll see you next time. [MUSIC PLAYING]

4 thoughts on “View in 2: Mental Health | YouTube Advertisers

  1. This is indeed an interesting development in the Youtube community! There must be something therapeutic about talking to a camera, or connecting with strangers about personal topics… I think this is a good development, as long as people open up for the right intentions.

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