YouTube reaches more young adults (ages 18-34) than any other cable television network, and 53% of shoppers say they have watched a video that influenced their purchase decision. Home Care brands have adapted their social media strategy accordingly. YouTube is the most popular social media platform in L2’s Home Care Index, with 70% of brands in the study maintaining an active video channel.

Much of YouTube success depends on an effective strategy for visibility. (Every minute, 300 hours of video are uploaded to the social platform.) And Home Care brands are doing fairly well, owning 21% of first-page search results for brand terms excluding P&G. Procter & Gamble rises above the pack with ownership of 31% of first-page search results.

HC-04Procter & Gamble wins in video popularity as well, owning seven of the top 10 YouTube brand channels.

HC-01There there is room for improvement in Home Care brands’ video strategy, as not all are optimizing their videos for SEO. Just 72% of the first brand videos returned in a search for brand terms contain the brand name in the video description and just 55% contain a product name.

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