Author: Franz Malten Buemann

YouTube is the second largest website globally with over 2 billion global users.
Still, despite its huge audience, it can be challenging to gain engagement on your videos.
Ultimately, to gain views, likes, shares, and even subscribers, your content will have to engage at least part of YouTube’s huge audience while fulfilling their needs.
But, if you’re just starting on YouTube, or struggling to grow your strategy, you might not know what the platform’s audience wants just yet.
To help marketers learn more about YouTube’s huge user pool, and their interests, I asked nearly 300 consumers: “Why do you most commonly visit YouTube?”
Here’s what they said.

Why Do People Visit YouTube?
Before we dive into what people picked as the most common reason they visit YouTube, it’s worth mention one thing you won’t see on the list below: product discovery.
Just a measly 3% of respondents visit YouTube primarily to “learn about products.”

Data Source
However, you shouldn’t panic just yet. Keep in mind that we just polled a small group of general consumers about their most common reason for visiting YouTube. Had we asked them for their top three reasons, polled a larger group, or polled a specific demographic, the results could have been different.
It’s also worth noting that many demographics search out product videos when they’re researching a prospective purchase.
In fact, in a 2020 recent survey, 94% of people said they watch explainer videos to learn about products. While many YouTube users might not go to the YouTube platform just for product videos all the time, they probably still watch them when they’re relevant to their buyer’s journey.
However, knowing what YouTube audiences are looking for on YouTube will help you make a video related to your brand or product that still mixes in elements that can engage them and fulfill their viewing needs.
So, why do people visit YouTube? Let’s dive into the three most popular motives.
1. To watch videos that entertain me.
When we asked consumers why they visited the world’s second-largest platform, a whopping 65% of them said they did so for pure entertainment.
This stat might be terrifying for marketers, especially if you sell a product that might not be considered super flashy or attention-grabbing.
But, the stat above shouldn’t have you panicking just yet. Keep in mind that this is just one small survey. Had we asked people of certain age groups or industries this specific question, the results could have swayed in another direction.
However, it is very important to keep in mind that people on YouTube want to be entertained or at least intrigued by the content they’re watching. So, whether you’re planning to launch YouTube video ads or standard videos, you’ll want to add a touch of entertainment, action, or interesting information to them.
Here’s a great video, created by Headspace and LOL Network, that features actor Kevin Hart struggling to meditate and using the Headspace app to help him relax while jogging.

Even if you can’t work with a big-name celebrity, this video is still a great example of content that tells an entertaining story about how a product solves common problems. While Hart’s fame might pull people in, watching him worry about relatable, everyday things as he jogs could be relatable and funny to audiences.
2. To learn how to do something.
We’ve all had a moment in life where we couldn’t figure out how to do something and scoured the internet for a video that could help. That’s why it’s not surprising that 13% of respondents primarily visit YouTube to “learn how to do something.”
As a marketer, you can leverage the YouTube audience’s need for advice and guidance with videos on how to do things related to your brand, industry, or even your product.
On top of zoning in on the how-to format, you could also mix in entertaining elements, such as an influencer or entertaining video host, to fulfill a viewer’s need for interesting content
Here’s an example of a how-to video from B Simone Beauty, a cosmetics brand named after its founder B Simone. In the video, Simone, also known for her work as a stand-up comedian, offers a step-by-step tutorial on how to give yourself a glamorous makeover.

While the video highlights B Simone Beauty products, it focuses on makeup tutorial tips. Not only does this help audience members who have purchased cosmetics from the brand, but it also gives prospects helpful tips. By watching this video, you not only see what using B Simone products is like in real life, but you also learn how knowledgeable Simone is about makeup. Both of these elements could enable viewers to trust the company and product quality.
3. To learn about something, such as a hobby, interest, or industry.
While some people use YouTube to find step-by-step guides on how to do something, some just watch videos to soak up as much valuable information as possible. In our poll, 13% of respondents said they visit YouTube to “Learn about something related to a hobby, interest, or industry.”
As a marketer, you can also leverage this YouTube user need in your videos or in-stream ads. Here are just a few ways to weave valuable information into your next video.

Leading the video with a surprising or interesting stat.
Featuring expert tips or insight-filled interviews from your company leaders or industry experts.
Recording an explainer video with fun graphics, charts, and interesting information about a topic related to your industry or brand.

Here’s an example of a video HubSpot posted that discusses how TikTok’s audience has begun to mature by discussing stats and facts about the platform.

Although HubSpot isn’t a TikTok tool, it has a large marketing audience that the company is engaging with this video that educates viewers on a highly trendy topic.
By creating informative or educational videos related to your industry, you enable the viewers with similar interests to learn something new while also developing trust for your company. So, even if you aren’t explicitly mentioning your product, viewers could remember your brand and your expertise next time they’re shopping in your immediate space. Similarly, if someone does do product research and comes across your YouTube channel, they might trust that a brand with solid knowledge around an industry will create high-quality products.
Other Answers
Aside from the top three responses, 3% of people said they go to YouTube primarily to watch videos of their “favorite celebrities or influencers” while another 3% primarily use the platform to find videos related to “news and trends.”
While these responses don’t need to inform your strategy, they align well with the themes that people are looking for entertainment and interesting information.
Catering to YouTube’s Giant Audience
Ultimately, it’s unlikely that every single YouTube viewer will love your content or search out the types of videos you make. However, since the audience is so broad, there’s at least a large segment of it that could engage with your marketing strategy. As you develop or fine-tune your tactics, keep these tips in mind:

Know your audience: Learn the ins and outs of who uses the platform, identify the best demographics or targets to go after, and look at what types of videos they engage with most.

Mix education with entertainment: While many people visit the platform for entertainment or escape from their daily lives, others crave valuable or helpful information. So, try to create content that intrigues viewers, while also giving valuable information related to your brand or industry.

Don’t limit yourself to product videos: While you can certainly post a few demos, interesting customer stories, and mention your product in a few videos, keep in mind that YouTube visitors might not be looking for commercial-like content. Try to add variation with explainers, expert interviews, or other interesting, but on-brand, video formats.

Need more help with developing or expanding your YouTube strategy? We’ve got you covered.
Check out this data on why people click out of YouTube videos, this Ultimate Guide to YouTube Marketing, or download the free resource below.

COVID-19 presented more challenges than one for businesses, and the pandemic took an even more tremendous toll on minority business owners.
With minority business owners experiencing a cash crunch, not many could secure loans to keep their doors open.
In 2020, 400,000 small businesses decided to permanently close due to the effects of the pandemic — many of which were in underserved communities. Whether you’re in the idea phase or already established, this guide will help you get your minority-owned business off the ground.
Before you dive into this guide, check out this blog on how to start a business if you’re still in the idea phase.
When you finish reading this piece, you’ll have everything you need (and more) to thrive as a minority business owner — from how to get certified as a minority-owned business, to funding options and growth resources.

Get Certified as a Minority-Owned Business
After you’ve nailed down your business idea, plan, and registered your company, it’s time to get certified as a minority-owned business. This certification isn’t required, but it will help inform consumers and potential partners about your company’s leadership.
You may also need this certification may also if you want to apply for government-funded minority business grants and loans, or other programs.
Illinois, Ohio, California, and New York have local agencies to get certified as a minority-owned business on a state level. There are various ways to get certified from local state and business agencies, so it might be best to consult them directly based on where your business is registered.
Here are a few other high-level agencies to consider getting a minority-owned business certification from:

The National Minority Supplier Development Council (NMSDC): Headquartered in New York, NMSDC manages 22 regional affiliate councils around the U.S. NMSDC offers minority-owned business certifications and business development programs. The council has a network of more than 1,750 corporate members and has matched more than 12,000 minority-owned businesses with these member corporations. The certification process includes an online application, fee, interview, and site visit upon approval.

The Small Business Administration’s 8(a) Business Development program: The federal government committed to awarding five percent of all federal contracting dollars to small disadvantaged businesses with an 8(a) designation each year. This is an SBA-specific minority-owned business certification needed if your company plans to compete better for federal government contracts.

These same organizations and agencies may offer women-owned and LGBTQ-owned business certifications, as well.
Apply for Minority Business Grants
Minority founders often start bootstrapped, launch crowdfunding campaigns, or even try and raise initial funding through family and friends.
You can take various routes to fund your startup, but if you’re on your own when it comes to financing, seeking grant funding is a great start. Grants.gov distributes more than 1,000 small business grants for an open search, and this is where all federal government agencies post their grant opportunities.
Here are a few business grant opportunities for minority founders:

The Coalition to Back Black Businesses Fund: This initiative was created to aid small Black businesses struggling through the pandemic. The coalition is awarding 300 grants amounting to $5,000 each.

The U.S. Department of Agriculture (USDA): This agency runs the Rural Business Development Grant Program for businesses operating in rural areas, with a population under 50,000 residents. The program offers grants to minority small businesses ranging from $10,000 to $50,000.

Rebuild the Block (RTB): As part of its Small Business Relief Fund, RTB award 15 grants monthly to Black business owners affected by the pandemic. There isn’t a specific monetary value on each grant, and freelancers and other creatives are encouraged to apply.

First Nations Development Institute (FNDI): Deadlines and opportunities vary, but this nonprofit provides financial and technical support to Native American organizations. FNDI has provided 2,150 grants totaling $43 million to Native projects across 40 stages and regions.

The National Black MBA Association: Since 2017, the association has been hosting the Scale-Up Pitch Competition, which awards grants ranging from $1,000 to $50,000 to Black business owners. Someone from the company must be a member of the association to apply for this opportunity.

Asian Women Giving Circle (AWGC): This grant is exclusive for Asian American women-owned businesses. AWGC awarded 11 grants ranging from $2,500 to $10,000 each in 2020, and this year, the maximum grant amount is $15,000.

SoGal Foundation: This rolling program awards $5,000 and $10,000 to Black women founders and Black nonbinary entrepreneurs.

FedEx: Each year, FedEx hosts a nationwide Small Business Grant Contest, and while it’s not exclusively for minority small businesses, many of the past winners have been minority founders. Winners receive grants ranging from $15,000 to $50,000, plus funds for FedEx printing services.

If you’re looking for more opportunities, Please Assist Me Co-founder and CEO Stephanie Cummings suggests subscribing to newsletters distributed by 1863 Ventures and Backstage Capital.
Each organization sends out a monthly newsletter loaded with updated grant and funding opportunities specifically for minority founders.
Apply for Minority Business Loans
Another financing option could be applying for loans. Historically, minority founders have struggled to secure business loans due to credit inequality and discrimination, but there are still reasonable loan options out there.
Here are a few business loan opportunities for minority founders:

Accompany Capital: Looking to support immigrants, refugees, and women entrepreneurs specifically, Accompany Capital offers microloans of $500 to $50,000 with repayment terms ranging from six months to three years.

U.S. Small Business Administration (SBA): SBA manages a few loan opportunities, including its Microloan Program and Community Advantage Loan Program. Open to all small businesses, the Microloan Program offers loans up to $50,000 with loans averaging $13,000 each. For the Community Advantage Loan Program, SBA encourages community lenders, mainly nonprofit financial entities, to make loans up to $250,000 to minorities, women, veterans, and other underserved founders.

Business Consortium Fund: Offered to NMSDC certified businesses, the fund offers loans and lines of credit ranging from $250,000 to $750,000 with repayments terms of up to five years.

USDA: As part of its Business and Industry Loan Guarantee Program, USDA offers up to $1 billion in loan guarantees to local banks and direct lenders operating in rural areas with a population under 50,000 residents. Minority businesses can also directly apply for a USDA loan, ranging from $200,000 to $5 million with a maximum cap of $10 million.

Tap into Additional Minority Programs and Resources
Even if you may think you have it all figured out, a little extra guidance wouldn’t hurt.
Here are ten accelerators, startup programs, and other resources for minority founders:

The Visible Hands fellowship runs a 14-week virtual program to provide company-building services and investments up to $200,000 to underrepresented entrepreneurs. The inaugural cohort will welcome more than 30 fellows.
Dedicated to diversity in tech, Black Founders provides programs and hosts events for Black tech entrepreneurs.

Operation HOPE runs an eight-week entrepreneurial training program designed to help entrepreneurs in low-income communities.

SBA’s Business Development program helps minority business owners better qualify for SBA loans. Your company must be registered as a small business with SBA to participate.

The Minority Business Development Agency, an agency within the U.S.Department of Commerce, was created to provide greater access to capital and resources to minority founders. The agency manages business centers across the nation and hosts business development programs.

1863 Ventures–a business development organization working to promote people of color, women, immigrants, LGBTQ people, veterans, and physically disabled business owners–runs two accelerator programs. Its Pipeline program is for pre-growth stage companies, and its Acceler8 program is for growth to scale stage businesses.  

Y Combinator’s Startup Library includes a wealth of resources spanning 15 years.

The National Minority Business Council provides minority business owners with educational opportunities, entrepreneurial boot camps, seminars, business assistance, and more. Membership is encouraged.

The U.S. Minority Chamber of Congress is a nonprofit advocating for small business rights. The organization has chapters across the U.S. that host networking events and offer local entrepreneurial resources.

Founder Institute put together the Black American Startup Resource List filled with 742 resources for idea-stage entrepreneurs. If you’re looking for accelerators, investors, or even events, this list is a great place to start.

Indulge in Motivational Tips from Other Minority Founders
Starting a business from scratch is hard, but doing so as a minority may pose more challenges.
Many disparities get in the way for minority business owners, but hopefully, these opportunities and resources will ease some hassles. While starting a minority-owned business may be the same as starting any other company, there are a few extra things you can do — like getting certified — to tap into some unique opportunities made just for minorities.
I reached out to some minority business owners who have done the hard work and are still striving to grow their ventures. Here are some tips if you’re feeling discouraged:

“Understand that starting a busy is hard, and it’s 10X harder for minority founders. If you are committed to your dream, work hard, dig in and let your work speak for itself.” — Stephanie Cummings, co-founder and CEO of Please Assist Me.
“Just do it — one of my favorite slogans. As minorities, we often don’t see similar faces on the cover of Forbes or elsewhere. This is slowly changing. But that doesn’t mean you can’t do it. What matters at the end of the day is if your business is actually helping others.”  — Nhon Ma, co-founder and CEO of Numerade.
“Don’t get too attached to ideas. Spend your time getting attached to your values, and know what you stand for as a person — your values will be your guiding light, not the ideas.” — Ronnie Kwesi Coleman, co-founder and CEO of Meaningful Gigs.
“Leverage your networks to build brand awareness organically, but don’t forget who helped you get there once you get some momentum.” — Leela Bhatia-Newman and Mariana Magala, co-founders of DistrictlyLocal.

 

 

SALESmanago continues high growth in the mid market enterprise segment and in the first half of 2021 has acquired over 100 new customers such as Burger King and Havaianas, TYR, The Body Shop, Wurth and AIWA. The key reasons customers choose SALESmanago include best on the market Time-to-Value (2 months) and seamless natively integrated execution channels powered  by the world class Customer Data Platform being an integral part of the system and harnessing zero and first party data.

 

A great alternative on CDP and Marketing Automation market

 

SALESmanago brings the idea of 1-to-1 commerce to life by putting the customer at the center, aiming to take their shopping experience to a whole new level. With a wealth of implemented features such as AI-driven search engines – Voice and Visual search, hyper-personalization and segmentation, Customer Loyalty Program, and Customer Preference Center, SALESmanago is getting more and more globally recognized companies to choose it over its competitors. 

 

The codeless approach enables customers to see measurable results within a few days of implementation. Without the need for IT specialists or Data Scientists, the tools provided by the company bring immediately visible improvements in customer retention, minimizing the risk of churn and enhancing the Customer Experience. 

 

The end-to-end nature of the platform provides a holistic view of the system, natively built from start to finish. As a result, a complete functional solution is delivered, without the need to source anything from outside. Here are some of the key benefits of using SALESmanago:

 

Conversion Increase across all Execution Channels.

 

Conversion rate is one of the most important metrics in the e-commerce industry. 40% of marketers cite a CR of less than 0.5%! Working across all execution channels allows to increase this rate.

 

Data Ethics strategies:

 

82% of marketing executives would consider leaving their employer if they felt the data approach was not ethical. It’s a good idea to minimize the risk of churn by letting customers decide what personal data they share, which they want to save and how it will be used for multichannel campaigns. Data collection ethics first!

 

Managing First and Zero party Data in the Customer Preference Center

 

70% of Commerces don’t allow subscribers to select how often they will be emailed. Breaking this vicious circle can be done by harnessing the full potential of SALESmanago’s Customer Preference Management Center.

 

Enhanced Customer Experience by using Customer Data Platform

 

73% of marketers believe a CDP will be critical to their CX efforts. To become number one, companies switch from CRM and DMP systems to a platform spiced with artificial intelligence and stripped of the need to code anything!

 

Increased CLV and lower churn thanks to Customer Loyalty Program

 

43% of customers spend more money at brands they’re loyal to. Offering a unique program to keep customers close is definitely worth the effort.

 

The most memorable new customers

 

Let’s have a quick look at the new brands that have chosen SALESmanago in the recent months.

 

Burger King

 

This company doesn’t need to be introduced. Their grill has been burning since 1954 and their food’s unique flavor has been delighting taste buds all over the world.

 

Aiwa

 

Japanese concern being around since 1951, Aiwa is the pioneer of audio and video accessories. Its mission is to be the best price-value combination of entertainment technology for people. 

 

TYR

 

A well-known American brand. They provide triathletes with the fastest, most advanced products with awesome performance prints. Established in 1985, the company aims for greatness and high quality.

 

Würth

 

A family business was founded 75 years ago in Germany.  They are the world market leader in the sale of assembly and fastening materials with a range for craft and industry comprising over 125,000 products.

 

The Body Shop

 

Their story began in 1976 in England. For over 40 years they have been breaking the industry rules. They promote a natural and cruelty-free approach to cosmetics. 

 

Public.gr

 

The biggest Greek e-commerce providing technology and entertainment products. They inspire every visitor with the wide range of products they offer

 

Deportivo Alaves

 

Spanish football club based in Vitoria-Gasteiz. One of the most successful teams in the Basque Country following Athletic Cluband Real Sociedad de Futbol.

 

Kornit Digital

 

Another American company. The global digital printing company that develops, manufactures and markets industrial printing technologies for the garment, apparel, and textile industries

 

SALESmanago today is used by 2500+ midsize companies and large enterprises, in 50 countries, including Starbucks, KFC, Burger King, Vodafone, New Balance, Victoria’s Secret, and many more.

 

Go to www.salesmanago.com to join SALESmanago partner’s network, request a demo or start a free trial. SALESmanago offers a 2 month free Proof of Concept with full support of CX & Strategy consultants.