Let’s take a look at RU YouTube

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Good morning, Marketers, and RU YouTube’s audience is engaged with Ukraine news

Zorka.Agency is a global digital marketing agency headquartered in Belarus, but also with employees in Ukraine and Russia. When they reached out to share data on changing behavior of the Russian YouTube audience I looked with interest. Although YouTube has blocked some Russian channels, YouTube itself — at least, this week — is still available and popular in Russia.

Persistently high interest in the Beijing Olympics vanishes as interest in Ukraine peaks. Around the same time, interest in independent Russian TV channel TV Rain soars. (See below for visualization.)

Among Zorka’s observations: “At the moment, there is a sharp increase in the coverage of news channels, or bloggers publishing videos on the topic Ukraine – Russia. The largest drop in views and dynamics of publications is in the Entertainment sector with a target audience of 25+. Decrease in advertising volumes due to the suspension of campaigns may become one of the main trends for the coming months…Brands began to pay increased attention to brand safety issues, advertisers avoid placement in conflict content.”

These trends may not seem surprising, but it’s heartening to see evidence that an audience is engaged on one of the few major social media platforms still accessible to them.

Kim Davis

Editorial Director

Shorts

RU YouTube data.

Quote of the day. “Business is shifting from the ‘Great Resignation’ to the ‘Great Reshuffle.’ Employee Experience is a missed priority and requirement, especially if a business and leaders want to deliver customer experiences.” Scott Vaughan, GTM strategy consultant

About The Author

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.