YPulse’s most recent Social Media Monitor Report shows the top reason European Gen Z and Millennials are going on YouTube is to learn something new and the number of topics that are covered is endless. Despite the growing competition of other learning environments such as MasterClass or LinkedIn Learning, YouTube remains their go-to. And with YPulse’s Who’s The Expert? trend report showing hobbies and passions like gaming and cooking are high on the list, it makes sense the video platform is their top choice. However, young people say they’re getting brand knowledge there, too, meaning no brand should count out the value of posting or sponsoring on YouTube. The fact that YouTube is young Europeans’ second most-used social media platform, just after WhatsApp, means a huge number of young Europeans use the platform to expand their knowledge. It makes sense given YPulse’s Attention Economy trend report shows young people are almost twice as likely to say they remember content from watching videos than from reading. And with YouTube videos...
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