To what extent are Youtubers in need for its subscribers' feedback?
Hello and thank you for your follow up on your original answer to what extent Youtubers are in need of subscribers' feedback. The short version is that after searching extensively through industry research, academic databases, corporate websites, and trusted media sites, I've determined that we have not found any additional sources that support the fact that 50% of Youtubers (or B2C marketers precisely) use customer feedback/panels to understand their audiences. Below you'll find a deep dive of the research.
An attempt to find additional findings meant going through surveys, papers, news reports, industry surveys and more. I attempted to hone in on any additional content marketing insights around YouTubers and B2C marketers for mentions of using feedback, panels, comments, or forums for listening or reaching out to customers. Unfortunately I found none and it seems the most comprehensive and authoritative resource on the topic remains the 2015 B2C survey. I also attempted to read about different styles of social media content sharing, comparisons, and metrics to make a case for reading feedback and engagement, but nothing helpful to your request appeared.
This survey shows that 35% of B2C marketers believed qualitative content was an important metric for content marketing success. Unfortunately this fact is brought from the same 2015 B2C survey by the Content Marketing Institute. However they did note that "Time spent on website and qualitative feedback from customers both dropped 8 percentage points this year", noting a downward trend. However, in the 2016 B2C survey, 63% of content marketers ranked Qualitative Feedback from Customers as an important metric to their needs. Qualitative feedback would mean non-numerical metrics which may include written feedback or engagement through social media platforms such as YouTube, or perhaps others such as Facebook or Twitter.
Other mentions of the 50% use of feedback/panels have not been corroborated or justified from other sources but merely reiterated and sourced on other platforms. This may be because the survey is the only comprehensive survey of its type. Other publishings simply reiterate the same survey metrics in examples such as this: "Based on a survey of 480 North American marketers who primarily sell to consumers (B2C) or to both consumers and businesses (B2C and B2B), the report indicates that the most popular way to learn about target audiences is ... with customer feedback/panels (50%)".
Additionally, this article makes the case that "Twitter users are three-times more likely to follow brands than Facebook users". It seems to make no mention of YouTube but could tie in as a vital part of your research for YouTubers. If Twitter is being used in this way, making it a successful part of filling in the gap for YouTube users might be helpful.
To wrap it up, there is no other sources of information that shows similar findings. There is no other data on this metric either to negate or disprove the finding either. Thanks for using Wonder! Please let us know if we can help with anything else!