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Why Understanding Audience Interests on YouTube Can Transform Your Marketing Strategy
Expanding to new markets or reaching new audiences always starts with thorough "on-the-ground" research. Who exactly is your product or service targeting in a new country? How do their behaviors, preferences, and purchasing habits differ from similar audiences elsewhere?
One particularly challenging area is influencer marketing—understanding exactly who your audience watches and trusts. For instance, if your product targets gamers, the obvious approach might seem to partner with gaming influencers. But think deeper: do gamers only consume gaming content?
At OHM, we've analyzed YouTube data extensively for several years, providing our clients with insights into top influencers across 50+ Google marketing audiences worldwide. Often, we've been surprised by our own findings: the top influencers within certain audience segments sometimes have nothing to do with the primary interests you'd expect. Why? Because people who love gaming, seek real estate, or purchase sports equipment might actually spend their time watching educational videos or cooking shows on YouTube.
Below, you'll see the top 20 interests among gamers on YouTube in the US and Germany as of February 2025. Notice the difference!
