The Journal

This shift highlights a crucial opportunity for outdoor brands to adapt their strategies. YouTube isn’t just another social platform, it’s a space where TV viewers are actively engaged for long periods of time, making it an essential tool for brand storytelling and customer conversion.

YouTube Viewers Shifting to TV and What It Means for Brands

“For more and more people, watching TV means watching YouTube. Viewers are watching, on average, over 1B hours of YouTube content on TVs daily, and TV is now the primary device for YouTube viewing in the U.S” Neal Mohan, CEO YouTube.

Viewers are consuming content in a more immersive way, treating YouTube like traditional television, which means YouTube is no longer just a digital-first platform. This change presents a unique opportunity for outdoor brands to showcase their products in an authentic, trustworthy, and engaging format that resonates with target audiences beyond typical advertising strategies.

Jameson Redding, host of Road Trip Angler exploring the Okefenokee Swamp

Strategies to Maximize YouTube’s Reach

Create High-Quality, Long-Form Content: Since more viewers are watching content on larger screens, the demand for high-definition, well-produced content is growing. Instead of producing branded content, brands should collaborate with established YouTube creators who specialize in engaging, long-form content. When done right, this approach makes the brand feel like a natural part of their long form content, rather than just another ad.

Optimize Content: Outdoor brands should work with content creators that film in HD, use quality microphones, and incorporate B-roll footage to highlight their products seamlessly. Viewers on TV expect high-resolution visuals, clear audio, and professional quality with the YouTube videos that they spend time watching.

Leverage YouTube’s Advertising Tools: YouTube offers a variety of advertising formats designed for audiences who watch YouTube content on their televisions. Outdoor brands can strategically use these ads to target outdoor enthusiasts who are already watching relevant video content.

Partner with Influencers and Content Creators: YouTube creators have built dedicated and engaged audiences who follow and subscribe to their content. Partnering with them allows brands to introduce their products in an organic and compelling way. YouTuber creators can present content that features a brand in authentic ways that resonate with their audiences. It would be difficult for a brand to build an audience on YouTube and engage with them like a content creator who is already successful. 

Adapt to Content Trends: YouTube’s landscape is constantly evolving with new trends emerging all the time. The length of the video and the quality of the video content on YouTube has changed over the last few years. Outdoor brands must stay informed about these trends and adapt their YouTube strategies to ensure they collaborate with the right YouTube creators that adapt to the changing audience demands for streaming video on TV.

The Future Is YouTube TV

As YouTube cements its place as the top streaming platform in the world, outdoor brands must rethink their marketing strategies. Building long-term relationships with content creators, investing in high-quality production, and utilizing YouTube’s advertising capabilities can significantly move the needle in a competitive landscape.

Traditional TV advertising or product integration still works, but it should not be the only option for brands. In an era of on-demand streaming, YouTube offers outdoor brands a unique way to connect with audiences where they’re already spending their time. Integrating YouTube into your go-to-market strategy isn’t just an option anymore, it’s a necessity.

Mike Fink, host of BackpackingTV, comparing ultra-light and ultra-heavy hiking gear

How to Get Your Brand to Stand Out

In an ever-evolving digital landscape, outdoor brands need more than great products, they need strategic storytelling that captures attention and drives engagement. Through a combination of YouTube videos, expert storytelling, and ad amplification, brands can generate millions of impressions of a new product. Brands should focus on creating high-quality YouTube content and strategic YouTube ad campaigns by partnering with popular content creators. YouTube viewership on TV is an important consideration for brands seeking long-term success. 

About the Author

John Deming works for Heliconia as the Marketing Director, and is a seasoned professional with over 14 years of specialized experience in digital marketing. John’s background includes working in Consumer Packaged Goods (CPG) at companies like Unilever and Keurig. John holds an MBA, extensive expertise in social media, email marketing, SEO, SEM, and digital advertising. His strategic approach has empowered brands and destinations to grow and succeed in today’s dynamic digital landscape. 

About Heliconia

Heliconia specializes in producing and filming content tailored for YouTube, managing over 20 outdoor-focused channels. Our top two channels alone attract more than 6 million views each year. Interested in learning how Heliconia’s digital marketing strategies can elevate your outdoor brand? Schedule a call with Malvin Young, our Brand Alignment Manager. 

👉Schedule a call with Malvin here

For Brand Partnerships:

Malvin Young
Brand Alignment Manager
malvin@helipress.com 

For Commercial Sales:

Adam Best
Ad Sales Manager
adam@heliconia.ca 

For Media Inquiries:

McKenzie Dolan
Marketing Manager
mckenzie@heliconia.ca