Libianca - People (Official Video)
Music videos captivate audiences – the very same, supposedly hard-to-reach audiences brands want to connect with. But, like many facets of our industry, reaching and creating lasting moments with those audiences is just not that simple. Especially when it comes to fostering brand affinity and purchase intent. And while many players in the space hone in on content alone, understanding audiences is a critical part of the marketing mix.
This miniseries piece will dive deeper into what it really means to understand audiences, from insights to action. But first, let’s unpack what audiences look like at Vevo.
Vevo reaches twice as many Hispanic Adults as Telemundo, Univision or ABC, and twice as many Black Adults as BET, FOX or ESPN. We also reach nearly half of Hispanic Americans and Black Americans, over 40% of Asian Pacific Island Americans, and approximately two-thirds of Gen Z audiences – let that sink in. And these audiences are more than just a group of likely buyers. They're passionately committed fans seeking to identify and connect with artists and their stories through personalized viewing experiences.
The meaning behind the numbers
At Vevo, we’ve seen a major shift in how music is discovered and consumed – underscoring a symbiotic relationship between music and other forms of video entertainment. But what hasn’t changed is the power of nostalgia and fandoms. There will always be an appetite for music from the past and the memories it unlocks, as well as the community it fosters. From Natasha Bedingfield’s “Unwritten” resurgence in “Anyone But You” to Sophie Ellis-Bextor’s “Murder on the Dancefloor” in “Saltburn”, music videos can play a crucial and constant role in the social conversation – providing advertisers with yet another opportunity to connect with viewers.
In tandem, we’ve seen socio-cultural and generational transformations driving a more diverse world around us. And we’re seeing the beauty in this change come to life through our music video viewership as cultural content draws in audiences across various demographics. In 2023 alone, the Regional Mexican genre drew in over 3 billion views in the U.S. We saw the overwhelming love of Afrobeats take flight as artists like Libianca, Rema, and Ayra Starr gained massive popularity – generating a nearly 60% spike in global genre viewership YoY. Artists like Troye Sivan, Renee Rapp, and Chappell Roan also have energized a new wave of energy in the celebration of the LGBTQIA+ community. The conclusion here is simple – people want to feel represented. And our Vevo Media Tracker survey underpins this notion: 71% of consumers say music videos feel relatable and allow them to see themselves on screen, with 70% saying music helps them feel connected to the world around them.
Where brands come in
In today’s fragmented media landscape, it’s necessary for marketers to not only meet consumers where they are, but to do so authentically with clear and impactful messages that align with who they are.
Thus, in alignment with the societal shifts mentioned above, marketers have altered their strategies to reach and engage audiences in the ways they prefer. We’ve seen this take full form as marketers become more and more intentional about investing in the content that captivates audiences and delivers impactful viewership – and, of course, tapping the right distribution partners to execute their advertising efforts.
Vevo is perfectly positioned here, too – and we’ve seen incredible growth as we continue to help brands leverage culturally relevant content on the screens audiences view most to drive meaningful connections at scale.
But the audiences alone don’t generate the outcomes. And the outcomes must be earned.
The proof is in the pudding
Our recent study with MAGNA said it best: connection is table stakes for today’s consumers. And marketers who take the right steps to build connection through responsible media practices and brand safe ad placements in diverse and representative environments can reap the brand-trust benefits. In fact, when brand trust increases by just one percentage point, the average consumer purchase intent increases by 33% – a strong reminder for brands that communicating the right messages to the right people in the right context is paramount.
And when it comes to disseminating those messages, Vevo provides a premium, brand-safe network for brands to leverage – with a unique opportunity to align their advertising efforts where content and culture unfold 52 weeks of the year.
Yes – understanding audiences is foundational to any marketing and advertising strategy. But in order to really be successful, it takes the right content, the right distribution, the right messaging, and the right targeting. A perfect amalgamation of them all. But what does that look like in practice, and how can marketers marry insights and action in order to achieve this delicate balance?
In my next piece, we’ll focus on reach and measurement – two critical KPIs core to all advertising efforts – and the importance of transparency and incrementality throughout the entire campaign lifecycle.
Rob Christensen, EVP, Global Sales, Vevo
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