What comes to mind when you think of back-to-school prep? Stocking up on notebooks and pencils? A trip to the mall for the latest sneakers? How about watching hours of content on YouTube?
For Gen Z, the video platform has become an integral part of the yearly late-summer ritual, providing product suggestions, style inspiration, DIY ideas—and a prime opening for marketers.
“The massive popularity of back-to-school content on YouTube offers a prime opportunity for brands to tailor their seasonal marketing strategies based on what their customers are watching,” said Brian Atwood, evp, head of global sales at video advertising company Zefr, which analyzed last year’s crop of back-to-school YouTube videos to find out which types of content are proving most popular with kids (and their parents). “Whether it’s a retailer aligning its new clothing campaign with back-to-school fashion video or a beauty brand running a campaign integrated with back-to-school routine and regimen videos, that context allows marketers to have the most impact when consumers are tuned in and engaged.”