Hubspot YouTube Strategy Guide: Why People Visit YouTube and How to Respond
Marketers who follow Hubspot research on YouTube behavior know that people visit the platform for specific reasons. Understanding those reasons helps you design video content that attracts traffic, earns watch time, and drives conversions.
This guide breaks down the main motivations behind YouTube visits and turns them into a practical strategy you can apply to your own channel and campaigns.
What Hubspot-Style Research Reveals About YouTube Behavior
The source study from HubSpot’s marketing blog surveys users on why they open YouTube. The patterns are consistent and highly actionable for marketers and creators.
People typically visit YouTube to:
- Relax or be entertained
- Learn how to do something step-by-step
- Research products or services
- Follow creators or communities they trust
- Stay updated on news, trends, or events
When you align your channel plan with these core motivations, you can improve click-through rates, average view duration, and subscriber growth.
Core Reasons People Visit YouTube (Based on Hubspot Insights)
1. Entertainment and Escapism
Many users treat YouTube like a streaming platform. They come for fun, light content that helps them unwind.
Examples include:
- Short, humorous clips
- Reaction videos
- Commentary and storytime videos
- Vlogs and lifestyle content
Even B2B brands can tap into this by using storytelling, behind-the-scenes footage, and personality-driven videos instead of purely promotional content.
2. Learning and How-To Content
Another major reason people visit YouTube is to learn. Hubspot-style surveys show tutorial content consistently ranks high among user preferences.
Viewers search for:
- Step-by-step how-to guides
- Software walkthroughs
- DIY and craft tutorials
- Professional skill-building videos
If you offer a product or service, this is your opportunity to create educational content that solves problems and builds authority.
3. Product Research and Purchase Support
YouTube has become a visual search engine for purchase decisions. People want to see real-world use before they buy.
Common formats that help with this include:
- Unboxings and first impressions
- Honest product reviews
- Comparison videos (Product A vs. Product B)
- Demo videos showing features in context
By mapping your videos to different stages of the buyer journey, you make it easier for prospects to move from awareness to decision.
4. Following Creators and Communities
In research similar to Hubspot surveys, viewers frequently say they open YouTube simply to see what their favorite creators posted.
They come back for:
- Personality and authenticity
- Consistent posting schedules
- Community interaction through comments and lives
- Series and recurring formats
When brands develop a recognizable on-camera presence and recurring show formats, they tap into the same behavior that fuels creator channels.
5. Staying Informed and Up to Date
Many users use YouTube as a news and trend hub. They want quick takes, summaries, and visual explanations.
Possible angles for brands include:
- Industry trend breakdowns
- Weekly news recaps
- Conference or event coverage
- Data explainers and reports
This kind of content positions your channel as a trusted resource in your niche.
How to Turn These Insights Into a YouTube Strategy
Once you understand why people visit YouTube, you can design a content plan that matches their intent.
Step 1: Map User Motivations to Your Offer
- List the main problems your audience faces.
- Match each problem to one or more YouTube motivations (entertainment, learning, research, community, news).
- Decide which motivations fit your brand voice and resources.
This process mirrors how a Hubspot content strategist would connect audience insights to a video roadmap.
Step 2: Build a Simple YouTube Content Framework
Create recurring formats tied to the motivations above. For example:
- Education series: Weekly how-to or tutorial playlist.
- Product research series: Demo, review, and comparison videos.
- Community series: Q&A sessions or comment-response videos.
- Trend series: Monthly industry update or data recap.
Using series makes it easier to plan content, track results, and keep your channel consistent.
Step 3: Optimize Each Video for Search and Engagement
To capture intent-driven traffic, apply strong on-page optimization practices, similar to those used in Hubspot blog content:
- Use clear, benefit-focused titles including target keywords.
- Write descriptive video descriptions with links and timestamps.
- Add relevant tags and a compelling custom thumbnail.
- Open each video with a direct statement of what viewers will get.
- End with a specific call-to-action (subscribe, download, sign up).
Step 4: Measure What Matches the Motivations Best
Track performance indicators that align with the reason people clicked in the first place:
- For entertainment: average view duration, likes, and shares.
- For education: watch time, comments with questions, and saves.
- For product research: click-throughs to your site and conversion events.
- For community: comment volume and repeat viewers.
These metrics help you refine topics and formats over time.
Applying Hubspot-Style Insights Beyond YouTube
The same behavioral research techniques that inform YouTube strategy can improve your blog, email, and landing pages. When you know whether your audience seeks entertainment, education, or purchase guidance, you can tailor every touchpoint accordingly.
If you want expert help connecting search intent, content strategy, and analytics, you can work with optimization specialists such as Consultevo, who focus on performance-driven marketing ecosystems.
By grounding your channel strategy in real user motivations, as demonstrated in Hubspot research on why people visit YouTube, you build content that earns attention today and compounds results over time.
Need Help With Hubspot?
If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.
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