Making Waves: YouTube vs TV, Google AI Tools, and the Shift in Consumer Mindset

1. YouTube is now the UK’s second-most watched platform

YouTube has officially become the UK’s second-most watched video platform, overtaking ITV and trailing just behind the BBC. And it’s not just Gen Z glued to their phones – 1 in 5 children aged 4-15 now turn on YouTube first when they switch on the TV.

This isn’t a blip. It’s a seismic shift in how all generations define “TV” – with viewers opting for snackable content, creators they trust, and the platform’s algorithmic magic over traditional scheduling.

Why it matters: Brands can no longer treat YouTube and TikTok as side hustles. For any brand investing in content and social, these platforms must now sit at the centre of the media mix – because that’s where your audience already is.

2. Skoda turns graffiti vandalism into Tour de France gold

When crude images appeared graffitied on a French roadside, Skoda didn’t look away. They leaned in. The brand commissioned a bold mural, flipping the vandalism into a witty, vibrant piece of art, which became the centrepiece of a viral OOH and social campaign for Tour de France Femmes.

This is a masterclass in real-time, culturally tuned creativity – turning potential PR pain into a campaign moment that everyone talked about.

Why it matters: In a crowded media landscape, brands that play with culture, not hide from it, win attention. Skoda’s move is a powerful reminder: real-world relevance + strong creative = brand building that actually lands.

3. Consumer confidence dips as savings hit a 17-year high

According to GfK, UK consumer confidence dropped to -19 in July, while the savings index spiked to +34 – it’s highest since 2007. Despite easing inflation, households are tightening their belts, scrutinising spend, and prioritising value like never before.

Why it matters: This climate calls for brands to communicate with clarity, empathy and real value. Campaigns need to hit that delicate balance of aspiration and realism, meaning brands need guidance from partners skilled in campaign and comms strategy more than ever.

4. Google’s AI shopping tools are rewriting the e-commerce playbook

Google is piloting AI-powered shopping features, including virtual try-ons for apparel and dynamic price alerts. The try-on tool, trained on a diverse range of body types, lets shoppers preview clothing on different models. Meanwhile, AI-driven price insights highlight deals and trends in real time.

The goal? Bridging the gap between inspiration and conversion.

Why it matters: This is where digital innovation meets business consultancy. As AI reshapes e-commerce, brands must rethink UX, personalisation and data strategy to stay competitive.

5. Instagram content now appears in Google Search Results

Meta has rolled out a quiet (but huge) update: Google can now index Instagram content from professional accounts. Reels, carousels, and public posts are now searchable on Google, giving brands a fresh route to discoverability.

Why it matters: With search and social converging, brands must treat their digital presence as an interconnected ecosystem. Optimising social content is now as crucial as nailing on-site SEO

That’s this month’s edition of Making Waves. Follow along on LinkedIn and Instagram for more marketing trends, platform updates, and campaign insights from the world of brand, content, digital and beyond.

Got a thought sparked by these stories? Drop us a line at hello@saintnicks.uk.com.