Consumer interests and lifestyles have changed significantly over the past few years due to the pandemic, and the changes are still ongoing as of 2024. This has affected various areas of consumers’ daily life, such as the way they do their grocery shopping, and the way people interact with each other.
In Korea, where YouTube is the preferred social media channel and video platform, the pandemic had also a strong impact on the way people consume content.
YouTube in Korea is not just a platform for entertainment anymore but a platform that consumers trust as a source of information. There are endless opportunities to reach consumers with online video, and platform’s influence on the buyer’s journey is expected to grow across different age groups
YouTube is perceived as a shopping platform
YouTube has become a place where consumers search for reviews and information about products, serving as a platform to guide consumers’ purchase decisions. According to a survey made by Google Korea, YouTube takes up to 48% of the market share when it comes to looking for information about specific products, brands, and services.
Different opinions depending on consumers generation
Consumers of all ages go to YouTube to get information about products before purchasing them, but according to the survey the reasons vary depending on which generation they belong to.
- Gen Z was more likely to highlight detailed information and the spontaneity of video creators are the main advantages of the platform than other generations.
- Millennials are more interested in usability and watching how they can integrate the products into their lifestyle.
- Baby Boomers use the platform for the possibility of getting information created by professionals.
In a focus group interview made among Youtube users, a Gen Zer said “I can learn more about products and services through YouTube videos”, while a millennial affirmed “because I watch a lot of knitting channels, I see cases where brands and creators collaborate. Then I wonder if using the same product I will be able to make the same things as the YouTuber made, so when it comes the time to buy a new product, I want to try the same brand”.
Driving sales through content
Content creators in YouTube know that understanding customers’ needs and delivering the right message is key to driving sales. Promoting brands that the creators really trust and delivering the message in original and trendy ways resonates the most with the Millennial and Gen Z generations.
I’ve seen a tumbler commercial. The creator made ASMR content with a tumbler. And while I was watching it I started to think, “the sound is so good and I like how it feels, i think I want to buy it”.
Conclusion
In 2024, the impact that YouTube in Korea has on the consumer’s buying journey is stronger than ever. Consumers’ lifestyles have changed significantly since the pandemic and the opportunities to drive sales by collaborating with video creators are on the rise.
