AGENCY BIO

YouTube’s mission is to give everyone a voice and show them the world.

Number of users worldwide  More than 2 billion monthly logged-in users

What do people know you as?
The hub for MENA’s most diverse creators’ community.

What is the primary media on your platform?
Video

Biggest misconception about the platform?
There is a misconception that businesses can produce a single TVC or video ad to place on YouTube and be able to reach different audiences and markets. In fact, brands need to start applying personalisation in their communication as the audiences of today expect messages relevant to their passions or, even better, to their tension points. They expect brands to be relevant to them and to take their needs into account.

Some top creators in MENA
Noor Stars, Mmoshaya, Mo Vlogs, Arab Games Network, Naz.

What can youtube do best for brands?
With YouTube, businesses and advertisers can understand the interests of their audiences in order to deliver engaging ads in the right format, and at the right time.

What social media activations do people in the region best know the platform for?
• YouTube NextUp: A five-day crash course where creators learn about video production, learn how to use high-quality equipment and get to know the ins and outs of building a rockstar channel with fun video assignments, and more.
• YouTube Batala: A hub dedicated to highlighting more than 400 leading Arab female YouTube creators. When we launched the hub in late 2016, only four female creators had crossed the 1 million subscriber mark. Now the number of female-led channels with more than 1 million subscribers has grown exponentially.
• Designed to prove YouTube’s effectiveness at achieving business results through the adoption of always-on YouTube campaigns, YouTube for Action events answer specific client briefs and break down client roadblocks around creative asset production, media and measurement strategy development and user experience/user interface optimisation. At the end of a full-day, client-specific workshop, each client walks out with a ready-to-launch YT4A campaign.

What are the KPIs brands look for on your platform?
There are many KPIs depending on each brand’s objectives, including watch time, engagement, total impressions and conversions.

What new features for marketers have you launched in the last year?
YouTube for Action is a great way to drive conversions from video, and several brands have successfully used the product across the marketing funnel.

Do you have anything special planned for Ramadan?
The annual Think with Google series covers the A-Z of planning a marketing campaign for Ramadan, based on audience and industry insights.