I know, we’re only mid-way through October. But, YouTube search interest in “Christmas” is starting to take off, according to Google Trends. Call it “Christmas creep,” but savvy video marketers should already be making the final edits to the videos they plan to publish between now and December 25, 2015. Marketers should also be aware that people are searching for different queries when it comes to web results and video results.
Christmas on YouTube: What Viewers are Searching For
Last year, the top queries on YouTube between October and December were “Christmas songs”, “Christmas 2014”, “Merry Christmas”, “last Christmas”, and “Mariah Carey”. But the top queries on Google in the same period were “Christmas 2014”, “Christmas tree”, “Merry Christmas”, “Christmas lights”, “Christmas ideas”, “Christmas Day”, and “Christmas songs”.
For 2015, the rising queries on YouTube over the past 90 days are:
- Christmas songs medley
- Tagalong Christmas songs
- Christmas medley
- Christmas songs playlist
- Christmas songs 2015
- Christmas playlist
- Christmas songs
Whereas the rising queries on Google over the past 90 days are more retail related:
- Christmas gifts
- Christmas ideas
- Christmas decorations
- Christmas cards
- Christmas market
- Christmas markets
- Christmas dinner
Crazy, isn’t it? It’s almost as if two different groups of people are using YouTube and Google. But we’ve tackled this question before. Google gets an estimated 1.1 billion unique monthly visitors, according to Alexa. And YouTube has over a billion users. So, more than 90% of their audiences are made up of the same people.
But these people are using the world’s largest search engine (Google) and the world’s second largest search engine (YouTube) to look for different things. And for Christmas, people are using YouTube to search for songs and collections of songs (e.g. medleys and playlists) even if they also use Google to search for stuff (e.g. gifts, ideas, decorations, cards, markets, and dinner).
So, What Should Savvy Video Marketers Do?
First of all, they should realize that people not only search for different things on YouTube. Their motivations for watching online videos may also be very different. While there are many reasons to watch online videos, the desire to be entertained and inspired is important to viewers around the world, according to Google’s Consumer Barometer. And while many people in the USA watch online video alone, co-viewing is also common. Which may explain why medleys and playlists of Christmas songs are so popular.
Well, they can follow the lead of John Lewis, Britain’s favorite retailer, and create Christmas videos like “John Lewis Christmas Advert 2014 – #MontyThePenguin.” Published on Nov. 4, 2014, it currently has more than 23.8 million views. And while most of us focused on the little boy, Sam, and his best friend, Monty the Penguin, maybe we should have paid more attention to the music. “Real Love” was performed by Tom Odell and the original song was written by John Lennon.
Or, if you’re one of the savvy video marketers at the NBA, you get five players together to play a little “Jingle Hoops.” Published on Nov. 14, 2013, this video now has more than 12.8 million views.
Or, if you are one of the savvy video marketers at The Tonight Show Starring Jimmy Fallon, you can invite Mariah Carey backstage before the show along with The Roots, grab some instruments that you’d find in an elementary school classroom, and stop by the Late Night “Music Room” to sing Mariah’s holiday classic, “All I Want For Christmas Is You.” Published on Dec. 4, 2012, this video now has 16.4 million views.
All I am saying is that YouTube viewers are more likely to be motivated by a Christmas video that entertains and inspires – and music should be a key component.
Now, if you think that your smaller company or clients can’t play a big role around Christmas, then check out the viral hit by a Canadian brand that just so happens to have the most views for any branded video on the topic of Christmas. It’s “WestJet Christmas Miracle: real-time giving.” Published on Dec. 8, 2013, the video currently has more than 41.5 million views.
Did you notice the music for this video? You might say it’s kinda, sorta a medley of popular Christmas songs.