According to August 2024 data from Influencer Marketing Hub, a remarkable trend has been observed with more than double the percentage of marketers globally prioritizing top-of-funnel strategies like brand awareness over bottom-of-funnel approaches like driving conversions.
The July 2024 'US Consumer Path to Purchase 2024' survey indicates that 18% of Gen Zers and 19% of non-Gen Zers rely on YouTube for product research, highlighting its significance in the purchase decision-making process.
YouTube has carved out its position as the second-most favored platform for product research for non-Gen Z consumers, trailing only behind Facebook, showcasing its potential in mid-funnel marketing initiatives.
Marketers are encouraged to leverage YouTube's measurement tactics as illustrated in recent data, suggesting a shift toward diversifying video ad investment strategies in accordance with specific campaign goals.
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