As a marketing expert at an eCommerce business, you've been asked to summarise the value of YouTube to the leadership team. What should you say when talking about this shopping trend?

You should say that YouTube users use the platform for inspiration and discovery, but not to take action and make a purchase.

You should say that creators influence users' purchasing decisions, and YouTube drives purchasing behaviour.

You should say that creators influence users' purchasing decisions, but they take action on other platforms.

You should say that YouTube users use the platform for inspiration and discovery, and they choose to purchase on desktop devices.


Choose an option to see if it’s correct. Check the explanation below. Learn Smarter, not Harder.

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Explanation: As a marketing expert at an eCommerce business, you’ve been asked to summarise the value of YouTube to the leadership team. What should you say when talking about this shopping trend?


Explanation: When summarizing the value of YouTube to the leadership team of an eCommerce business, it's crucial to highlight that **creators influence users' purchasing decisions, and YouTube drives purchasing behavior**. YouTube is not just a platform for inspiration and discovery; it serves as a powerful tool for influencing consumer behavior and driving purchasing decisions. Many users turn to YouTube to research products, watch reviews, and seek recommendations from their favorite creators before making a purchase. Creators play a significant role in shaping consumers' opinions and preferences, making YouTube an integral part of the purchasing journey. By emphasizing this aspect, the marketing expert can showcase the platform's ability to drive sales and generate revenue for the eCommerce business, thereby underscoring its value to the leadership team. Additionally, mentioning that creators influence purchasing decisions but users take action on other platforms may undermine the significance of YouTube in driving direct purchasing behavior. Similarly, stating that users only use YouTube for inspiration and discovery, and make purchases on desktop devices, overlooks the platform's role in influencing buying decisions across various devices and channels. Therefore, highlighting that creators influence users' purchasing decisions and YouTube drives purchasing behavior accurately depicts the platform's value to the eCommerce business.
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