YouTube Rewind 2017, more Latin than ever

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December is here, and with it is the big number of compilations, counts, and recounts to remember the best and the worst of this year. But from of all these activities, one of the most expected is YouTube Rewind, in which we remember the most watched videos of the year and their creators. Watch this year's version of "The Shape of 2017" here:

Did you notice something particularly different compared to those of previous years? This year YouTube Rewind became more Latin than ever and not just because of "Despacito" (which turned out to be the most watched music video of the year, setting the record of the most watched video of all times on YouTube), but also because of all the latin YouTubers that were on screens around the world, due to the fact that this year's Rewind has about 300 creators, viral artists and musicians from almost 20 different countries, the Latin presence has an unprecedented importance. The fact that Rio de Janeiro was the designated location to record this years’ rewind is not a coincidence, 50% of Latin creators are from Brazil.

In general terms, 2017 had a total participation of 32 Latin creators. 30% more than last year in “The Ultimate 2016 Challenge”.

Three of the most influential figures in the digital area of Latin America stand out:

Hola Soy German

Country: Chile Subscribers: 32.7 millions

It's the YouTuber with the most followers in Latin America. He launched his brand "Hola Soy Germán" in 2011 with his first monologue called “Las Cosas Obvias de la Vida” (The Obvious Things of Life). From there, in less than a year he managed to take the place of Werevertumorro (his Mexican counterpart).

Yuya

Country: Mexico Subscribers: 19.9 millions

Mariand Castrejón, Yuya, is one of the most profitable YouTubers and gurus in the world. She was born in Cuernavaca, Mexico, and at 24 years old she is the Mexican with more subscribers, the second woman in the world, and the number one in Beauty and Lifestyle. She founded her channel in 2009 with feminine beauty videos, like tutorials. She has launched books, perfumes, champús and makeup.

Felipe Neto

Country: Brazil Subscribers: 16.6 millions

His channel is the 41st most-subscribers on YT. He began his career in April 2010 talking about celebrities, daily activities and movies, being the first brazilian to achieve a 1 million subscribers.

He founded Paramaker, a business network within YT which owns other successful channels in the platform.

The complete list of Latin creators in the YouTube Rewind 2017:

Mexico: Caelike, Craftingeek, Juanpa Zurita, Los Polinesios, Luisito Rey, Luisito Comunica, Yuya, YoStop, Werevertumorro

Brazil: Authentic Games, Canal Nostalgia, Camila Lourdes, CanalCanalHa, Christian Figueiredo, Dani Russo Tv, Luccas Neto, Luba Tv, Manual do Mundo, Kim Rosa Cuca, Lucas Rangel, Parafernalha, Porta dos Fundos, Rezendeevil

Venezuela: DrossRotzank, Lele Pons, Mariale

Colombia: Jonathan Clay, Pautips

Argentina: Lyna

Chile: Hola Soy German

Ecuador: Enchufetv

WHY SHOULD YOUR BRAND TAKE ADVANTAGE OF THIS MOMENT?

It is said that in Mexico an influencer, especially vloggers, affects up to 81% in purchase, while a “TV star” only influences 19%.

This can be explained, due to the fact that on YouTube, the viewer decides which channel to watch and which creator to follow. Subscribing is a conscious and big compromise decision. So the perception of a potential consumer when a beauty vlogger recommends a product, is interpreted as a "tip": an act of good faith from a similar person, a friend, or even the best friend that a consumer will kill to have. A totally different experience that the same potential consumer experiences when, for example, someone interrupts his beauty tutorial with a 5-second commercial that he/she is watching.

The above does not mean that digital MKT tactics, that could be considered intrusive (eg. bumper ads), have no achievement or place in the overall brand strategy, but it is important to remember that when we talk about Influencer marketing the only way to execute it ideally is with an organic approach.

We must understand that while influencers are digital marketing platforms (not so different from Adwords or Facebook ads trying to deliver a commercial message to a segmentation), they are still people... and in most cases, incredibly creative people.

Influencers are, in essence, creators of content. Storytellers who have done business based on their ability to give their audience exactly what they want.

In the case of YouTube, this essential quality shines more than in any other Social Media channel, because this platform forces you to make deeper and greater contents: on YouTube, you need a concept, not just a selfie.

On the other hand, if we see it only from an Influencer MKT point of view, YouTube will always be much more profitable than Instagram or Facebook. Why? Simple, it’s the second most used search engine in the world, an influencers actions executed on YouTube does NOT expire, and if the tags are correctly placed a single video can accumulate views for years and years, bearing a long-term benefit.

If we talk about reach, few MKT channels are as strong in our country as YouTube. In Mexico, for example, 79% of internet users are YouTube users, on average each Mexican watches 112 videos per month, and in general, we are the third country with the highest consumption of the platform, after Brazil and the United States.

So in LATAM, we not only have a huge number of YouTube users but we also have some of the most powerful influencers in the world

This means that we have an incredible platform, millions of captive users and the best opinion leaders, all at our fingertips.

Is your brand already activating MKT influencer strategies?

Remember that it is important to have an agency with experience in this type of Marketing. Contact us here for help.

Sources:

https://fortunelords.com/youtube-statistics/

https://9to5google.com/2017/12/06/youtube-rewind-2017-video/

https://www.statista.com/statistics/469172/youtube-viewer-number-growth-united-states/

https://www.prweek.com/article/1406138/new-influencers-changing-face-pr-marketing

https://www.forbes.com.mx/yuya-la-youtuber-empodera-traves-la-belleza/

http://www.elfinanciero.com.mx/after-office/la-fortuna-de-llamarse-yuya.html