This abstract offers a thorough explanation of the effects of YouTube and Instagram marketing on consumer behaviour, with a focus on visual content and online influencers in particular. Instagram and YouTube have grown into powerful platforms that let businesses interact with their target markets and influence their purchasing choices. For the benefit of marketers, this study intends to delve more into the key ways that YouTube and Instagram marketing methods affect consumer behaviour. The examination starts out by looking at the crucial function that online influencers play in YouTube and Instagram marketing. These influencers have amassed sizable fan bases and have the power to change the tastes and attitudes of their audience. The study looks into the effects of sponsored content, influencer partnerships, and clever product placements on consumer perception, brand awareness, and purchase intent. It digs into the elements of authenticity, credibility, and relatability that influencer marketing's effectiveness. Brands may optimise their tactics and use influencers' influence to positively affect customer behaviour by understanding the dynamics of influencer marketing. The study investigates how visual content on YouTube and Instagram affects users. Both platforms have a strong emphasis on visual storytelling, which enables marketers to present their goods, way of life, and aspirational content. The investigation explores the impact of appealing visual content on user engagement, brand loyalty, and purchase decisions. In addition to showing the effectiveness of images in eliciting emotions, arousing desire, and eventually influencing purchasing decisions, it dives into the psychological elements that underlie consumer behaviour on these platforms. Brands are able to create captivating storylines that connect with their audience and influence consumer behaviour by having a clear understanding of the impact of visual content. The study places special emphasis on how Instagram and YouTube marketing tactics interact and how this affects consumer behaviour. In order to improve brand perception, consumer loyalty, and trust, it examines the effectiveness of cross-promotion, integrated campaigns, and consistent message across platforms. The report also discusses the moral issues surrounding YouTube and Instagram marketing, highlighting the significance of openness, candour, and preserving sincere ties with the audience. Brands may develop long-lasting ties with their customers by upholding ethical standards.

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Keywords: YouTube, Instagram, Marketing Customer Behavior, Digital Influencers, Visual Content Influencer Marketing.