Exclusive: 2023 Re:View in Review

Tackling the industry’s biggest questions – plus an inside scoop | [Review Dec_Header_v2.gif] Re:View in Review Before we ring in the New Year, let’s take a look at how Re:View answered some of the industry’s biggest questions in 2023. Exclusive preview: Thanks for choosing Re:View for your thought leadership reads. To show our appreciation, we’re also sharing an early look at some of YouTube’s most loved ads of the year – and what it means for brands looking to win 2024. [Layers of Fandom.jpg] How has the viewership of creator content changed? Viewership is constantly shifting, and this year’s [Culture & Trends Report]() showed just how stratified it’s become. New tools and experiences like Shorts have democratized content creation, allowing people to move beyond passive consumers. A global survey conducted by Ipsos in 14 countries found that 47% of surveyed Gen Z (18-24) respondents have watched videos made by fans of specific content, artists, or public figures over the past 12 months.1 This is where you’ll find the breakout tiers of fandom. Like active fans, engaged viewers who share their perspectives via comments, videos, remixes, and more. Or professional fans who’ve become so influential that they’ve [attracted the attention of fandom communities]() and even beloved artists and creators. As viewers continue to prioritize personally relevant content, fandom will remain integral to shaping culture’s most resonant moments. [Power of song.jpg] How can my brand maximize its relevance to Gen Z? For Gen Z, music is the way to express yourself and connect with others. From dance trends and festival highlights to trending soundbites and pre-concert hype, music remains one of the biggest drivers of culture. Music is foundational to the popularity of short-form video platforms like Shorts. It’s how a [2022 hit made a comeback]() or how artists become rising stars. Imagine what’s possible for your brand when you’re a part of this love. 💡 Not sure where to start? Align your media strategy to be where Gen Z already is, like [curated music solutions tailored to Gen Z's preferences](). According to Archrival, 73% of Gen Z (18-24) YouTube viewers have gone on a deep dive into music, movie, or fan theory on YouTube.2 [Review Dec_M3_v3.gif] What opportunities does AI unlock for marketers? Embracing AI as a growth multiplier can help marketers compete in today’s fragmented and rapidly changing environment. Remember that you’re not competing against AI; you’re competing against another CMO who’s already using AI. In the excitement and momentum of the AI era, the role of the human marketer is more critical than ever. You’re in the driver’s seat, and AI is the engine. As consumer behavior changes, reaching the right person at the right time is still crucial to find new pockets of demand. Brands who embrace AI have the ability to scale their connections across all the ways viewers watch, shop, and scroll – in real time. AI also helps marketers generate creative in the most productive and innovative ways possible. That means putting more energy into crafting the best stories and ideas, instead of recutting and resizing. 💡 Boldly embrace Google AI so you can focus on where you and your teams can add the most unique value. AI gives you the opportunity to refocus on the priorities that drive outsized impact: creativity, strategic decision-making, deeply understanding your consumers, and so much more. Discuss the [AI Essentials]() with your Google team to make sure you have the right fundamentals to succeed. [Exclusive preview.jpg] Demystifying what makes great ads Each year, YouTube’s most loved ads have one thing in common. They aren’t just designed to run alongside the content people love; they’re made to be the content people love. This year is no different – with a few creative decisions winning over viewers. Go long or Short(s)Talk Shoppe found that Gen Z (18-24) spends no more than 22% of their viewing time watching one format.3 For brands, that means telling your story in multiple ways can drive stronger reach and engagement, especially among younger audiences. One of the year’s [most watched ads]() at 250M views is nearly three minutes long, whereas this [six-second slay]() drove millions of views without a word. Whether [four hours]() or a [few seconds](), exceptional storytelling gets people watching and talking. Tap into culture’s biggest hitmakersBrands are rethinking the traditional celebrity ad spot. Creators are among today’s most loved public figures because they’re this generation’s directors, producers, and talent all rolled into one. When marketers [partner with these best-in-class storytellers](), they’re able to tap into cultural relevance – and ultimately drive stronger reach and engagement. 💡 Feeling inspired? These insights are only a glimpse of the various multi-faceted stories that came to life in 2023. Check out the full rundown of a year of great ads on YouTube below. [READ MORE]() Sources 1 Google/Ipsos, YouTube Trends Survey, Global (US, UK, AU, FR, DE, MX, IN, ID, KOR, CAN, JP, BR, KSA, EGY), May 2023, n=6982 online Gen Z adults, age 18-24 2 Google/Archrival, YouTubegeist. Based on Gen Z 18-24 n=1,193, YouTube viewers (visited in the past two weeks), fielded from 3/3/2023-3/28/2023. Total study sample n=3,062. 3 Google/TalkShoppe, WhyVideo, n= 2000 weekly video viewers 18-64 (US), fielded from 12/22/22-1/9/23. Competitive set includes broadcast/cable TV, ad-supported streaming services (i.e. Hulu, Peacock, Netflix Basic), Netflix (ad free), Amazon Prime Video, Disney+, Apple+, Instagram, Facebook, Snapchat, TikTok, Twitter How was this edition? [Smile_terrible.png]() [Smile_bad.png]() [Smile_neutral (1).png]() [Smile_good.png]() [Smile_excellent.png]() Terrible Bad Neutral Good Excellent Got this as a forward? [Subscribe to Re:View]() [Twitter]() [Facebook]() [Facebook]() This email was sent to {EMAIL} because you indicated that you are willing to receive occasional YouTube product-related emails. If you do not wish to receive such emails in the future, you may [unsubscribe here](/MTcyLUdPUC04MTEAAAGQJw7YX2tiTB0ElxHQVomJKph0FYXrHuV0gjGvVKx3ACX9IoT48prRwRP_Ar-VAzZIhTy4gzk=). © 2023 Google LLC, d/b/a YouTube, 901 Cherry Ave, San Bruno, CA 94066