Is YouTube being under-utilised by SA brands?
YouTube has grown rapidly over the past few years in South Africa. However, the channel is still an enigma to many brands, especially in South Africa. How, when and why to use it as part of a marketing strategy is something brands tend to struggle with, and it is often reduced to a platform to populate only when ads and other video content is available. With YouTube being the second most used platform in SA after WhatsApp, are brands missing out on a huge opportunity to connect with a much broader local audience?
Local YouTube statistics to consider
While YouTube might not be a priority for many businesses, there are some statistics you can’t (and shouldn’t) ignore. YouTube has certainly come a long way since its official 2010 launch in SA. Over the past few years, the channel and its use in SA has grown exponentially. In 2020 particularly, YouTube enjoyed the benefits of the increased screen time that resulted from lockdown and social distancing.
Here are just a few stats: Between 2020 and 2021 YouTube overtook Facebook in terms of usage, likely due to cheaper data costs and greater accessibility to dataYouTube is the third most visited website in SA The platform saw a 24% increase in visits during lockdownThe android app has an average of 43.9k downloads per month in SAAccording to Kantar, if YouTube were a TV channel, it would be the fourth largest channel in South Africa, since it currently has a higher viewership than SABC3 and any individual DSTV paid channel.And according to the Digital 2021 Report,YouTube has the largest potential advertising audience in SA, with 24 million potential users (1 million more than Facebook).
How South Africans are using YouTube
Despite the slow start, there has been a definitely rise in local content creators on the platform - further propelled by YouTube’s active collaboration with African creators. The top trending content creators in SA include MDM Sketch Comedy, The Ndlovus Uncut, Lasizwe and Leon Gumede – all who are enjoyed by SA audiences for their ability to make viewers laugh with high quality sketch comedy and relatable storytelling. South African audiences are getting a chance to see themselves represented in more ways – not just making content accessible but making diverse local stories accessible.
This quote by 10and5.com sums it up quite nicely: “The ‘golden age’ sub-culture of comedy skits and memes are redefining and democratizing the internet. Minorities are able to see themselves reflected in a space that can often be alienating and aloof. Local ‘twelebs’ and the ‘instafamous’ bring awareness to current affairs – like the recent #COVID19 with the right amount of amusement to keep us all going (while we self-isolate)”. Local brands are uniquely positioned to tap into viewers’ need to be seen in content collaborations as much as partnering with influencers on platforms like Facebook and Instagram.
Brands engagement on YouTube
People are watching more YouTube than ever — on mobile, laptops, and even the TV. Brands should definitely get in on the views whilst be conscious of their presence on the platform. Because consumers expect a lot more from brands than faceless sales pitches and heavy-handed advertising these days. Thus, YouTube has emerged as a platform uniquely suited for forging genuine connections and fostering brand loyalty in creative ways.
Top brands on YouTube are proving daily just how rewarding a YouTube channel with a clear strategy can be. Some of the success behind brand engagement on YouTube lies in brands understanding what their particular audience wants or needs to see and hear. What’s great about YouTube is the growth of niche groups – fashion and beauty to motoring and farming. These days it’s less about “is my audience on YouTube?” and more about “what is my audience creating and consuming on YouTube – and how can we tap into that?”.
Tips for approaching your YouTube strategy
YouTube is making it easier for brands to create their strategies with YouTube analytics, YouTube Playbooks, access to YouTube Trends and Culture and even a YouTube Space for Brands that offers a range of videos and courses (events) where brands and creators can learn how to leverage the power of YouTube. Other ways to really are to: Find creative ways to extend existing content.
For example, if you have a podcast, why not film it? Take advantage of user-generated content. Brands like GoProdo a great job of showing their product through the eyes of their consumer – telling stories while showcasing the product beautifully. Use staff and other brand advocates – add genuine faces to your content by featuring your staff in different content formats.
Use your audience insights to create content. For example, if you know the kind of questions your audience asks frequently, create videos answering these questions. B2B brand Accenturedoes this particularly well. Don’t be afraid to venture into new territory with content formats. Whether B2B or B2C, if brands apply themselves they could find ways to popular formats to increase interest and engagement.
There’s a variety of communities on YouTube and with a bit of creativity, brands can certainly reach theirs. Remember that viewers are willing to engage more with a brand that taps into the type of content they would like to see and creates conversations with them. Like every social platform, the key to success is listening to your audience, tuning into their actions and reactions and responding with content that resonates with them and factors in their interests and challenges. The rewards of getting this right could be significant for brands, improving reach, presence, sentiment and ultimately, sales.
OhSnack! DStv’s New YouTube Show Goes Live with new faces and tasty content!
DStv is excited to introduce the hosts of its tasty new YouTube show #OhSnack!, which goes live today, Friday 4 June. The weekly live stream highlights the hottest content to watch on DStv each week. Viewers can expect exclusive behind-the-scenes action of their favourite shows, juicy celebrity interviews and not-to-be-missed sneak peeks of the most awaited movies and series.
NEW FACES!
To find the perfect personalities to host the show, DStv held a nationwide presenter search. DStv’s mission was to find two larger-than-life talents that would capture the hearts of Mzansi and have viewers coming back for more content snacks week after week.
Winners Robyn Morema (22) and Taki Muthige (24) fit the bill with their undeniable vibrant on-screen energy. The personality they bring to the screen was already evident in the teaser released earlier this week and is a clear sign of fun times to come!
Robyn and Taki join the DStv family alongside the likes of popular on-screen personalities Katlego Danke, Sicelo Buthelezi, Motshidisi Mohono, Mihlali Ndamase and Anele Zondo – many of whom took to Instagram to welcome DStv's newest presenters to the family. Speaking on her IG stories, Zondo had some valuable advice for the two: "With YouTube being such a big and diverse platform, it is always important to be authentic," she said, adding: "All the best, I know you guys are going to make a dynamic duo and I can't wait to watch and indulge in all the delicious content that Oh Snack will be bringing to us!"
You can see Robyn and Taki in action for the very first time when #OhSnack! goes live at 3pm today and watch their journey in the #OhSnack! Behind The Scenes documentary on Wednesday 9 June, exclusive to the DStv YouTube channel.
More About Robyn Morema
Robyn Morema is from Kempton Park in Joburg’s East Rand and says she has been a performer her whole life.
“As my mother tells the story, I was about five and glued to the TV when I saw my favourite presenter Bonang Matheba. I’ve loved anything that has to do with television ever since!”.
As for getting her chance to step into the presenter role just like her idol Bonang, Robyn is thrilled.
“Oh wow, I am so excited. I love reviewing TV shows and now it's a real gig, and I get to work with DStv! The best bit is going to be connecting with entertainment fans on all things content!”.
More about Taki Muthige
Taki Muthige hails from Lonehill in Jozi’s northern suburbs and says viewers can expect him to bring the laugh-out-loud moments.
“Entertainment and great content is about transporting viewers to a happier space. The opportunity to be a part of Oh Snack! and taking audiences on a joyride is awesome. The show is vibrant, colourful and has zany energy...oh wait, I’ve literally just described my personality! I am looking forward to experiencing epic moments with the DStv tribe.”
#OhSnack! will air exclusively on DStv’s YouTube Channel from Friday 4 June 2021 at 15:00. You can catch all the excitement on the channel here.
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For media queries, please contact:
DStv
Senior Manager: PR, Brand Engagement and Sponsorship
Sbu Mpungose
072 522 9675 or This email address is being protected from spambots. You need JavaScript enabled to view it.
African “YouTube” to be officially launched in January 2018
Everyone knows something that the next person doesn’t thus it is important that everyone shares their experiences with the world.
Spurred by a deep yearning for freedom of expression and for the African story to be told from the African perspective, Edzai Zvobwo, founder of NdiribhoTV set out to create a video hosting and distribution platform primarily geared for Africans to share their knowledge with world and stand a better chance at optimally monetizing their video assets.
Coming from Zimbabwe, a country that has seen its ruling elites trample upon basic liberties like freedom of speech and association, Edzai sought to correct the wrongs that have been committed by politicians in the country and the continent of Africa as a whole by facilitating p2p knowledge transfer through video. The name NdiribhoTV came out of need to proclaim that even as the people’s rights have been denied, people are still fine and live another day to fight for justice and development of the continent. “Ndiribho” is a Shona statement that translates to “I am fine”.
NdiribhoTV currently has offices in Johannesburg and will be opening up feeder offices across Sub-Saharan Africa during the course of 2018. The feeder offices will serve as client liaison centers for content developers. NdiribhoTV will strive to sign up all the influencers in the video content development space as anchor creators whilst also harnessing the power of the ordinary African citizen. As long as an African has a device with a camera then they are welcome onto the NdiribhoTV platform.
The platform is a user generated vehicle that connects video content creators and consumers by providing an easy to use live streaming and video on demand platform.NdiribhoTV lets anyone with a channel broadcast live videos and upload videos straight from their camera device. This allows African people to share or watch in real-time when news is breaking, visiting a new place, or meeting people and sharing interests - all in real-time.NdiribhoTV seeks to add value to Africans and differentiate itself from YouTube by:
- Focusing on African continent.
- Monetizing live video streams using a pay-per-view model which enables content creators to earn a living.
- Monetizing video on demand content on behalf of content creators through channel-centric micro-subscriptions.
- Integrating with ERP and CRM systems such that it is easier for corporate clients to integrate video into their workflow.
NdiribhoTV is currently in talks with several established platforms like Kwese play to help distribute content across the continent. 31 January 2018 is the date that NdiribhoTV will officially launch. "Once we solve the speed and latency issues with a reputable CDN and finalised our algorithms for our reccommender systems then it is a done deal", said Edzai Zvobwo.
Currently there is a beta version on https://ndiribho.tv which you can test out and give feedback on This email address is being protected from spambots. You need JavaScript enabled to view it.
Need a Head Start? See how successful and influential millenials have gained theirs.
I am excited to share with you the launch of our new show called Head Start, where Shivad Singh interviews the most successful and inspiring young people in the world. This is done with the aim to inspire and fuel you to take action on your dreams!
People interviewed include Forbes 30 under 30 members, Time's Most Influential teens, successful young entrepreneurs, scientists, inventors, programmers, game developers, a Masterchef Junior Winner, a NY Times Bestselling author and many more successful millennials!
This show isn’t just aimed to inspire us, after all, we have enough of those morning quotes from our newsfeed. It’s aimed to get us moving. Shivad’s vision is to share their journey; see how they come up with ideas; how they started; how they overcome fear and failure; what they have learnt from their mistakes; what are the tips and tricks that made them a success at such a young age, and what they have done differently to take the road less travelled.
The trailer for the show can be found here
The show is also available on iTunes and Google Music. With the links below:
http://bit.ly/fullinterviews
http://bit.ly/googleinterviews
You can learn more about the show here: www.hstart.co
Geberit: Renovation Video
Have you every wondered how a bathroom is built? There are many steps that are required to turn a shell into a finished bathroom. So too is a great deal of know-how, in-front of and behind-the-wall.
Click here to watch a 40 second video of what it looks like when you disassemble a bathroom step by step. Have a look at the array of sophisticated technology behind the wall.
Behind the wall: Innovative, sophisticated and high-quality sanitary technology from Geberit has ensured trouble-free operation and a high quality of life for decades. In front of the wall: Geberit offers ceramics, bathroom furniture, comprehensive fittings and design solutions for bathrooms of all sizes and comfort classes.
He who builds responsibly, builds sustainably. That is why Geberit has always devoted itself to comprehensively sustainable products that meet the highest standards, thus providing innovative system solutions for sustainable building. The globally operating Geberit Group is a European leader in the field of sanitary products. Geberit operates as an integrated group with a very strong local presence in most European countries, providing unique added value when it comes to sanitary technology and bathroom ceramics.
Understanding and mitigating the risks of social media in the workplace (Workshop 2014)
Companies are rapidly seeing the benefits of social media. In fact, social media is becoming indispensable for business, but with all the benefits come threats and risks as well for the workplace. Frost & Sullivan’s Global Workforce Study found that 64% of respondent companies limit employee access to social media through content filtering and website blocking technology, 51% restrict access by setting and enforcing policy and 25% have no restrictions on the use of social media by employees.
Businesses should define clear social media usage policies, specifying who can access social media, what sites they can access, when they can access them, where they can access them and what devices they can use to access social media during work hours. There should be no room left for confusion. Policies should be clear, well defined and communicated to employees.
Professionals who would benefit by attending include HR Managers, Digital Marketers, Chief Risk Officers, Social Media Strategists, Office Managers, Marketing Managers, HR Consultants, Employee Benefit Managers, Legal Advisors, Digital Projects Managers, e-Commerce Managers, Risk Managers to name a few...
Rosalind Davey and Khomotso Makapane will facilitate the workshop, teaching all attendees how to understand and and mitigate the risks of social media in the workplace. Both of the facilitators are qualified attorneys from one of South Africa’s top law firms Bowman Gilfillan and specialise in employment law and Rosalind is one of the few attorneys specialising in social media law.
During the half day workshop social media statistics, constitutional rights, RICA, freedom of expression and the law of defamation, liability for defamatory content on social media and vicarious liability, handling social media misconduct, loss of confidential information and contacts as well as mitigating the risks of social media will be addressed. View full agenda and download registration form at www.aoevents.co.za
Workshop registration fee: R800 pp. Groups of 3 or more receive 10% discount.
Email the completed registration form to This email address is being protected from spambots. You need JavaScript enabled to view it. to secure your seat.
