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YouTube reaches over 40M Philippine adult viewers

This opens up opportunities for local marketers

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Photo by Kon Karampelas on Unsplash

As marketers in the Philippines received their Brandcast Delivered experience, YouTube’s annual event for brands which pivoted into an online moment this year, the video platform announced that more than 40 million unique viewers in the Philippines are watching on YouTube every month over the past year. Watch time across content genres and the number of channels with more than 100k subscribers continue to grow, bringing opportunities to creators and businesses in the country.

YouTube shared that more than 50% of the 40 million unique local viewers are aged 18-34 years old. Watch time grew by over 50% where Filipinos used the platform to fuel their passion points and expand their knowledge to cope with the extended periods of the quarantine.

Watch time logged for gardening contents grew by more than 4x, while that for art videos doubled. Time spent watching strategy game videos and fitness contents grew by more than thrice respectively. Meanwhile, watch time for knowledge videos saw more than 90% increase.

As the home of Filipino creators, YouTube now has over 1,750 channels that have 100k+ subscribers. Their profile continues to diversify as more creators coming from various backgrounds go to YouTube to share their inspiring stories like: Dwight Tamayo, a NextUp Finalist and a poultry farmer from Masbate, uses YouTube to share his knowledge about his expertise to help his co-farmers and those interested in poultry farming; EduCreator Team Lyqa, who just reached the 1M-subscriber mark, demonstrates the capability of YouTube for learning; and Mimiyuuuh, the most recent YouTube Philippines’ Emerging Creator of the Year, who has been bringing joy to millions of Filipino viewers.

“YouTube continues to bring opportunities for creators and local businesses in the Philippines,” said Bernadette Nacario, Google Philippines Country Director.

“As watch time and audiences on YouTube grow, creators can expand their reach and diversify their content storytelling. Over the last few years, we’ve also launched a number of products such as YouTube Video Builder to help MSMEs, which form the majority of our economy, leverage the power of YouTube as part of their digital strategy. Any small business can use YouTube as long as they have a clear objective, a creative idea, and a target audience to engage.”

Creative effectiveness in the time of COVID-19 with YouTube

Marketers use YouTube to tell great brand stories. With most target audiences consuming content online, brands are crafting authentic, emotional, and insightful videos that offer deep and personal experiences for their consumers.

The most effective brands ads are those that move the emotions of the viewers, making them laugh, cry, or feel inspired. An example is the Ads Leaderboard winner for the month of May–Lactum’s Mother’s Day campaign: Alagang Ramdam ng Bawat Pilipino (A Care that is Felt by Every Filipino).

The video narrates a compelling and relevant story about a mother’s love and highlights the heroic roles that moms, who are also COVID-19 frontliners, are taking on in these challenging times.  The ad was successful as it struck a chord with the viewers’ hearts, especially since the Philippines is a family-oriented market.

“On YouTube, we are seeing advertisers that are starting to make ads that anticipate and embrace this new reality. As many businesses continue to think about how to navigate these uncertain times, creatives are experimenting with different storytelling styles,” said Ben Jones, Global Creative Director for Google’s Unskippable Labs.

“From reimagining existing assets, reinvigorating animation to miracles of editing that take our breath away, we are seeing ads that are both effective and distinctive despite the constraints.”

To harness the creative effectiveness of YouTube and deliver a personalized experience, marketers should:

  • Tap into a growing digital population
  • Reach out to every category of consumer now that brands can leverage a single platform to reach audiences based on their interests and passions
  • Explore different content formats as multiple categories grow in popularity
  • Stay engaged as consumers keep looking for a steady stream of fresh content

This is a press release from YouTube Philippines.

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Xiaomi’s foldable phone spotted in the wild

Is this a prototype?

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Everyone’s getting into foldable smartphones these days. After Samsung’s semi-successful foray into the market, other smartphones are rushing to compete with the South Korean giant. One of the earliest experimenters with the form factor, Xiaomi is apparently making strides in the foldable market. In China, Xiaomi’s foldable phone was spotted out in the wild.

In a now-deleted Weibo post (saved by GSMArena), the leaked phone is a whopper of a device. It’s obviously that Xiaomi’s foldable phone since it runs MIUI 12. It looks a lot larger than Samsung’s Galaxy Z lineup. However, it’s large enough to wield in a subway, as the photo portrays.

Whatever this is, it doesn’t look like it’s doing well. The device has a sizable crease running along its midsection. Back in the Galaxy Fold’s early days, Samsung had the same problem before fixing it in later iterations. Since the technology already exists, it’s likely that the spotted Xiaomi device is an early version of whatever the company is actually working on.

Xiaomi has teased an upcoming foldable phone in the past. However, the company has not outed a consumer-friendly foldable phone outside of prototypes. The last time we heard about a potential Xiaomi foldable phone was an old patent revealed last year.

SEE ALSO: Xiaomi patents an upcoming foldable phone

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Samsung will remove the free charger from more phones

Confirmed in an official Q&A

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The cat’s out of the bag. After months of persistent rumors, Samsung has finally ended its free charging adapters and wired earphones starting with the Galaxy S21 series. The controversial decision mimics Apple’s identical ones last October. One question remains, though: Will Samsung remove the free charger in other smartphones? Apparently, yes.

In an official Q&A with Samsung’s officials, the company explained why it chose to remove the free charger from the flagship series. As expected, Samsung is taking the same stance as Apple; that is, everyone already has a bunch of extra chargers lying around anyway. Further, the removal will help in Samsung’s sustainability goals for the future.

However, in explaining their stance, Samsung has revealed its plans for the future. “To support our Galaxy community in this journey, we are transitioning to removal of the charger plug and earphones in our latest line of Galaxy smartphones,” Patrick Chomet, executive vice president of product and innovation, explains.

Besides the Galaxy S21 series, Samsung is likely phasing out the free chargers in future models, too. Thankfully, if you haven’t acclimated to the charger-less future yet, the company is not changing last year’s smartphone packaging; not yet at least, according to online store pages.

If Samsung is truly removing its chargers for future models, we’ll know soon enough. Unlike Apple, who releases smartphones more sporadically, Samsung launches numerous models throughout the year. After starting the year off with a charger-less bang, 2021 is going to be an exciting roller coaster for flagship users.

SEE ALSO: Samsung Galaxy S21 Series Hands-on

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Trump administration blacklists Xiaomi, 10 other Chinese companies

Xiaomi headed the Huawei way?

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The US has added Xiaomi and 10 other Chinese companies to a blacklist amid national security concerns. The current blacklist is only focused on companies that have military ties and strategic importance in China.

The Defense Department released names of additional “Communist Chinese military companies” operating directly or indirectly in the United States.

Although adding Xiaomi to the list is surprising, the company has largely remained apolitical and focuses on making affordable smartphones. Considered to be China’s answer to Apple, Xiaomi plays a crucial role in progressing China’s telecommunication industry. It surpassed Apple in global smartphone sales in the third quarter, according to IDC.

Xiaomi is China’s second-largest smartphone maker and dominates multiple developing markets like India. Xiaomi’s stock plunged more than 10 percent following the announcement, although it’s considered to be a knee-jerk reaction at the moment.

The ban means that Xiaomi risks getting delisted from global benchmarks like MSCI and American stock exchanges. Just last week, China Mobile, China Telecom, and China Unicom were removed from MSCI indexes. This largely affects their ability to raise capital from the open market in the future due to global compliance complications.

In response, a Xiaomi spokesperson told GadgetMatch, “The Company has been in compliance with the law and operating in compliance with the relevant laws and regulations of jurisdictions where it conducts its businesses. The Company reiterates that it provides products and services for civilian and commercial use. The Company confirms that it is not owned, controlled, or affiliated with the Chinese military, and is not a “Communist Chinese Military Company” defined under the NDAA. The Company will take an appropriate course of actions to protect the interests of the Company and its shareholders.”

Other companies banned

Apart from Xiami, the additional companies blacklisted include Advanced Micro-Fabrication Equipment, Luokong Technology Corporation, Beijing Zhongguancun Development Investment Center, GOWIN Semiconductor, Grand China Air Company, Global Tone Communication Technology, China National Aviation Holding, and Commercial Aircraft Corporation of China (COMAC).

Furthermore, the ban is a stepping stone for US authorities to curb Chinese companies’ growth in the international market. The US took a similar step with Huawei and gradually pushed it out of every possible industry. Today, Huawei can’t use Google Mobile Services, cannot ship phones to the US, and has lost significant ground in supplying 5G equipment to telcos worldwide.

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