I recently read a post by YouTube CEO Susan Wojcicki about a rising trend in popular ads running on YouTube that is empowering, specifically about women. There are several brands over the past few years that have created some of the best ads such as Dove, Always, and Nike to name a few. Some of them you may have seen while others you may have not. YouTube recently put together a list of the top 10 empowering ads published on YouTube since 2013 (I’ve provided a link below).
What I find fascinating about these ads is that they are focused on breaking down stereotypes rather than enforcing them as well as how engaging they become with their audience. These ads are 2.5 times less likely to be skipped than other types of ads. What Wojcicki points out is that they don’t simply generate impressions, they leave impressions so much so that they are 80% more likely to be shared, commented on or subscribed to. That is a statistic that can not be ignored.
One of the reasons these ads are so engaging is that they aren’t a typical ad that you might come across in a TV commercial and they take advantage of the fact that you aren’t limited to the standard 15, 30 and 60-second ads on YouTube. Most are longer than 2 minutes which gives the brands the time they need to get a story across that can resonate and connect with their audience.
For brands, this is a very important evolution, and I specifically feel the word evolution is appropriate. For far too long the advertising industry has perpetuated stereotypes that are regressive and I agree with Wojcicki, empowerment ads are showing how much more they connect with real people. An evolution, as opposed to a phenomenon or fad, implies that these empowerment ads are here to stay. In the next 10 years, women are expected to control two-thirds of spending in the US. These ads are extremely refreshing to see and I’m looking forward to more of them to hit YouTube.
Below is a video about the effectiveness of empowering ads on YouTube as well as links to the article. I would challenge you to watch all 10 of the empowering commercials and not feel inspired or empowered yourself. Leave a comment on what your favorite ad is.
Here is the link to the article: https://www.thinkwithgoogle.com/articles/youtube-empowering-ads-engage.html
Here is the link to the top 10 ads: https://www.thinkwithgoogle.com/platforms/video/leaderboards/youtube-leaderboard-empowering-ads.html