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Everyone has the need to release endorphins to deal with stress. Each person can choose the most effective method for them, but physical activity is undoubtedly one of the most popular options. During the pandemic, we had to get creative since accessing gyms or doing sports in public spaces was not possible. During that complex time, YouTube became the perfect tool for exercising at home. Currently, there are more than 8,000 related channels, and within that creator community, one of the subgroups that experienced significant growth was the yoga practitioners.
The success of the yoga community on YouTube is undeniable. In fact, global views increased by over 165% from 2019 to 2020. In Latin America, between March and April 2020, it increased by +112% compared to the same period in 2019. This shows that this content ranks among the most engaging on YouTube and indicates the presence of potential customers.
Our Experience Working with The Art of Living
A year ago, at Growketing, we collaborated with The Art of Living, an educational and humanitarian movement committed to service initiatives and stress management, founded in 1981 by Gurudev Sri Sri Ravi Shankar. The organization currently operates in 156 countries and has helped over 450 million people.
Together, we developed a strategy to enhance the reach of their content on YouTube. Today, their channel has 147,000 subscribers and 7,083,802 views. They consistently share videos related to health care, healthy recipes, and stories of personal growth. They especially encourage their community to participate in various challenges related to yoga, meditation, detox, fitness, among others.
Recently, we worked on campaigns for the Detox challenge, driving traffic to a subscription landing page through Facebook and managing VAC (View-Through Attribution) campaigns on YouTube with the intention of lead generation. In addition to generating new users, our actions on YouTube also led to an increase of 10,000 subscribers in just two weeks.
The pandemic brought about a change in people’s behavior, making the search for a calmer life and health care a trend. Therefore, it is crucial for marketing to understand how people are seeking to feel and adjust campaigns accordingly.
Brands must recognize this phenomenon and make themselves present. They can do so by supporting the content created by YouTubers through ads or, they can go further and create their own content that addresses what people are looking for. This will benefit the brand attributes and add value to marketing efforts: it will be key to creating a sense of community that allows brands to be closer than ever to their audience.