16 YouTube Trends for 2021/2022: New Forecasts & A Look ...

Key YouTube Trends You Should Know. YouTube Continues to Grow; YouTube and the Pandemic: Battling Misinformation; YouTube Live; Immersive Shopping Videos; How- ... 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KeyYouTubeTrendsYouShouldKnow YouTubeContinuestoGrow YouTubeandthePandemic:BattlingMisinformation YouTubeLive ImmersiveShoppingVideos How-toTutorials Follower-DecidedContent Morning&NightRoutinesVideos 360-DegreeVideos YouTubeAdsOverTVAds CelebrityChannels Docuseries ASMRVariety YouTubeSearchEngine UglytoBeautyChallenge SustainableLiving GamersareTakingOver Intoday’sfast-pacedbusinessworld,therearemillionsofproductsandservicesvyingforconsumers’attention.Thecutthroatcompetitionhasimpelledmarketerstotrynewwaystomaketheirproductsknowntothemasses.Onewayiscontentmarketing,whichhasbecomeapillarformanymarketingteams.Fromblogs,podcasts,andinfographicstoebooks,whitepapers,andcasestudies,marketersareallouttogettheattentionoftheirconsumers.However,overtheyears,videomarketinghasvividlyovershadowedalltheothers.Videomarketinghastakenovermarketing,andit’seasytoseewhy.In2020,GoogleSitesincludingYouTubewerethemostpopularonlinevideopropertyintheUS. JustinQ3of2020,ahighnumberofinternetusershaveusedYouTube.Infact,inonesurvey,77%ofinternetuserswhoare15to35years-oldusedthesiteduringthetimeperiod(AudienceProject,2020).And,awhopping70%ofpeoplehaveboughtabrandasaresultofseeingitonYouTube(Google,2020).Apparently,videomarketinghastwokeyaspectsthatmakeittrulyirresistible.One,videoisgoodatcapturingyourconsumers’attention.Today’sconsumershavehecticschedulesandoftendon’thavetimeforthelengthy,text-basedproductdescriptionorsalespitch.Videoallowsmarketerstocircumventthisproblem.Itmakesitabreezetoprovideinformationinawaythatconsumerswanttoengagewith.Second,withvideo,it’seasytodeliverinformationthattagsattheheartstringsofyourconsumers.Thisisbecausevideosblendsoundsandvisualsthatevokeemotionsmoreeffectivelythantext-basedcontent.Thisway,whenconsumerswatchvideos,theyfeelmoreconnectedtoyourbrandorproductandareobligedtotakeaction.Besides,withvideoscomesclarity.Whenthesethreeaspectsareweldedtogether,videogeneratesincreasedconversionandhigherROI.Toillustrate,accordingtoHubSpot,addingavideoonyourlandingpagecanincreaseconversionratesby80%(HubSpot,2020).1.YouTubeContinuestoGrowYouTube,thepandemic,andthecontinuedlockdownareprovingtobeahit,ifsometimesanoddmix.Bymid-March,2020 atthestartofwidespreadquarantinesandlockdowns,peopleflockedtoYouTubeforavarietyofreasons:fromrekindlingandreacquaintingwitholdvideohaunts,discoveringnewonestowatch,orpursuingunchartedterritories.Take,forexample,thenotableincreaseintheviewershipofavideoonmakingtheperfectsourdoughstarter.Thisisdespitethefactthatnotmanyoftheseviewerslikelystartedwithslow-fermentedbreadontheirminds.Formany,thisishowtheirYouTubejourneybegan.ForYouTube,thatsimplyprovedthemagicformulaforitsexplosivegrowth.SinceitsinceptioninFebruary2005,YouTubehasgrownexponentiallytobecomethegiantplatformitistoday.Whatstartedwithasingle,18-secondsvideocalled,“MeattheZoo,”hasdevelopedtobecomethesecondmostpopularwebsite,afterGoogle.Today,thereisaproliferationofYouTubevideoswithcreatorsuploading400hoursofvideoeveryminute.Intermsofusers,YouTubereceivesanunbelievable30millionvisitorsdaily.Also,intotal,YouTubehasover2billionlogged-inusers(YouTube,2021)eachmonth,makingitthethirdmostvisitedwebsite,trailingbehindonlyGoogleandFacebook.Besides,videoconsumerswatchover1billionhoursofvideoonYouTubedaily.KeyYouTubeNumbers >70%ofwatchtimeisdoneonmobiledevices.(YouTube,2021) 80–thenumberofavailablelanguages.(Hootsuite,2021) >$2billion–theamountYouTubepaidtopartnersinthelastfiveyears.(Hootsuite,2021) 9000+–numberofpartnersusingContentID,includingmoviestudios,recordlabels,andmajornetworkbroadcasters.(Hootsuite,2021) >800million–videosclaimedbyYouTubepartnerssincetheimplementationofContentID.(Hootsuite,2021) >75million–activereferencefilesinContentIDdatabase.ItisoneofthemostcomprehensiveintheworldevenwinningaPrimetimeEmmy.(Hootsuite,2021) >100countrieshavelocalversionsofYouTube.(Hootsuite,2021) >2billionlogged-inusersvisitthesitewatchingoverabillionhoursofvideo.(Hootsuite,2021) 40%YoY–thegrowthinthenumberofchannelsearningsixfiguresperyear.(Hootsuite,2021) 50%YoY–thegrowthinthenumberofchannelsearningfivefiguresperyear.(Hootsuite,2021) 65%YoY–thegrowthinthenumberofchannelswithmorethanonemillionsubscribers.(Hootsuite,2021) Asitstands,YouTubecontrolsnearlyathirdoftheinternet.Theever-growingnumberstellastoryofasocialnetworkingplatformthatissettingthetrendsintherealmsofonlinevideosharing.YouTubehaspositioneditselfasanincrediblesocialplatformnotjustfortheentertainmentindustry,butalsoforbusinesses.Itsriseasasocialchannelforbusinessispoisedforsteadygrowthwithresearchersestimatingthatin2020,82%ofthetotalinternettrafficintheworldhadbeenvideo-based(Cisco,2020).Asexpected,manybusinessesareusingYouTubetoday.Infact,statisticsshowthatinpre-pandemic2019,upto62.9%ofbusinessesusedYouTube(Buffer,2019)topostavideo.ThegrowthintheimportanceofYouTubeasavideo-sharingplatformmakesthebusinessvideoworldahighlycompetitivearena.Becauseofthis,creativityalonewon’tmakeyourvideostandoutonYouTube.Rather,yourvideoswillappealtoconsumersonlyifyouadoptsoundvideomarketingstrategiesandaboveall,understandthecurrentandemergingYouTubevideotrends.Youcanreadthiscompilationofvideomarketingdata togainabetterunderstandingofthislandscape. PowertotheYouTubeCreators Chartcontextmenu Viewinfullscreen Printchart DownloadPNGimage DownloadJPEGimage DownloadSVGvectorimage Source:YouTube,2021Designedby YouTubeGrowthTrendHighlights Withover400hoursofvideouploadedeveryminute,YouTube’svideocontentisgrowingexponentially. Besides,withover1billionhoursofvideowatcheddaily,YouTubeisadestinationformanyviewers. YouTubeisareliablesocialchannelformarketingandentertainmentalike. 2.YouTubeandthePandemic:BattlingMisinformationSocialmedia,includingYouTube,canbeusefulintermsofgettingtherightinformationinastateofcrisis.However,thereisa wideproliferationofmisinformationandconspiracytheoriesconcerningCOVID-19.Thepandemichasclaimedoveramillionpeopleandhasinfectedover38millionmore.Notonlythat,thepandemicbroughttheglobaleconomytoitsknees.Makingoutrageousclaims,especiallywithgravehealthconsequences,isverydangerous.Balancingfreedomofexpressionontheplatformandobjectivityisahardacttofollow.However,tomitigatemoreharm,YouTubehasproactivelyremovedmorethan200,000videosrelatedtomisleadinganddangerousCOVID-19informationsinceFebruaryof2020(Reuters,2020).ThewebsitealsoaddedhealthpanelsinsearchresultsforCOVID-19relatedsearches.ThesehealthpanelslinktoinformationfromtheNHSandWHO.OnApril30,2020,YouTubealsolaunchedahealthpanelforself-assessmenttohelppeoplemakedecisionsonwhethertoseekmedicalcare(Google,2021).JustlastNovember17,2020,YouTubeupdateditsCOVID-19informationpanelswithlinkstothird-partyauthoritativevaccineinfo.These,however,werenotmeanttopassonjudgmentontheaccuracyofthevideothatthesepanelspopupin.ThistrendofYouTubetakingmoreresponsibilityforthecontentontheplatformislikelytocontinue.Lastyear’seffortwon’tbethelast.Infact,ithascommittedtopartnerupwithhealthorganizationstocreatemoreaccuratemedicalvideos.TheseincludecollaborationswiththeMayoClinic,theAmericanPublicHealthAssociation,ClevelandClinic,andTheForumattheHarvardSchoolofPublicHealth.Thisisadeparturefromitspreviouspositionofmerelybeinganad-supportedvideoservicejusthostingcontent.ExpectYouTubetobemoreproactiveinthefuture.Whetherthisisgoodorbad,onlytimewilltell. YouTubeBattlingMisinformationTrendHighlights YouTubehastakenmoreresponsibilityinbringingthird-partyauthoritativeinformationonthepandemic. Therewereover200,000videostakendownrelatedtomisinformationaboutCOVID-19andvaccines. Thewebsiteislikelytocontinuebattlingmisinformationontheplatform.Thus,brandsmustbemorecarefuloftheveracityofthecontenttheyputout. 3.YouTubeLiveConsumersprefertowatchvideosthattellastory.Thereisnobetterwaytotellacaptivatingbrandstorythanthroughalivestream.Thisisbecauselivestreamscreateafirst-person,interactionthatallowstheconsumertorelateandconnectwithyourbrandinreal-time.Theprospectofdirectlyspeakingtoabrandintriguesconsumersandinspiresthemtostickaroundlonger.Livestreaminghastakensocialmediaspacebystorm,andYouTubehasjumpedthebandwagon.YouTubeLiveisanincrediblelivestreamingfeaturethatenablesyoutoengageconsumersinnumerousinterestingways.Sinceitwasrolledoutin2011,YouTube’slivestreamfunctionalityhaschangedthewaypeopleconsumevideocontent.Infact,today,morepeoplearelikelytowatchalivestreamonYouTubethanaregularvideo.Theinclinationofconsumerstowardslivestreamingisgraduallyerodingtheconsumptionlevelsofregularvideos.Infact,consumersspend8timeslongerwatchinglivevideothanvideoondemand.Asaresult,ifyouwanttoreapadditionalvaluefromYouTube,youmustrethinkyourstrategies.YouTubeLivemakesvideocontentseemauthenticandrelatable.BrandsandmarketerscanuseYouTubeLivetostartunfilteredconversationswiththeirconsumers.ByallowingconsumerstoaskquestionsandspeaktoyoudirectlyviaYouTubeLive,itmakesthemfeelvalued. Thisway,theconsumersfeelobligatedtoreciprocatethefavor.Asaresult,thereisahighpossibilitythattheywillliketheproductorserviceyouareintroducing. YouTubeLiveTrendHighlights YoushouldstartofferingliveQ&AsonYouTube. YoushouldbeshowcasingyourproductsorservicesviaYouTubelivestreams. ItwillalsopaytointroduceyourbrandinfluencerviaYouTubeLive. Mostimportantly,prioritizetellingyourbrandstorythroughlivevideoonYouTube. 4.ImmersiveshoppingInitsownright,YouTubeisthesecondlargestsearchenginebehindGoogle.ItssearchvolumedwarfsthatofYahoo,Bing,Ask.com,andAOLcombined.This,coupledwiththefactthatconsumersaremakingbuyingdecisionsbasedonvideos,makesYoutubeavaluablesourceofinformationforshoppers.Tomakeitevenbetter,YouTubeallowsvideocreatorstosharedifferenttypesofshoppingvideos.From“Hauls,”“ShopWithMe,”“Giftguides,”andproductreviewvideos,theplatformmakesiteasytocreatevideosforshoppersinthepre-purchaseandpost-purchasestage.Thesedigitalvideosarenotcreatedequal,buttheirultimategoalistosimplifythecustomerexperience.Forexample,a“ShopwithMe”videooffersaguidedtourattheretailstore.AvideocreatordocumentsthevideotoshowviewerstheAtoZofpickingoutitems,saydenimdress.Thisway,apotentialbuyerwon’thavetoworryabouthowtheywouldlookinadenimdressorhowmuchitwouldcost.ThesoaringpopularityofimmersiveshoppingvideosonYouTubehasupendedshopping.Toillustrateastudyfoundthat80%ofonlineshopperswatchedaYouTubevideo(ThinkwithGoogle)oftheproducttheywereplanningtobuy.Besides,overthelasttwoyears,thewatchtimeof“shopwithme”videoshasgrowntenfold.Besides,“doesitwork”grew12times,and“Everythingyouneedtoknow”videosincreasedbytwotimes.Asyoucansee,consumersviewYouTubeasahelpfulshoppingguideandresearchdestination.Watchingshoppingvideosisnolongerapassiveexperienceforbuyers.Itisanamazinglyactiveexperiencethatendsupwithviewersbuyingfrombrands.Theconversionofshoppingvideosishigh,andit’stimeyoutookadvantageofthistrend. ImmersiveShoppingTrendHighlights BrandsshouldaddproductreviewsandshoppingguidevideostoYouTube. Watchtimeof“whichproducttobuy”YouTubevideoshasdoubled (ThinkWithGoogle)overthelasttwoyears.ThismeansthetimeripeforbrandstopartnerswithYouTubecreatorstomaketheirproductsandservicesknown. 5.How-toTutorialsTheHow-tovideoisnotanewgenreonYouTube.Thetrendhasbeenaroundforalongtime,butevenso,itspopularityisnotslowingdownanytimesoon.Infact,Google,YouTube’sparentcompany,hasmadechangestohelphow-tovideosgainmoretraction.Today,whenyoutypeaquestiononGoogle,yougettwotypesofresults.Oneistext-basedresultsandsecond,ishow-tovideoresults.Giventhatvideotutorialsdon’tjusttalkextensivelyaboutthesolution,theydemonstratehowtosolveit,moreconsumersarenowgravitatingtowardsthesevideos.Fromapplyingmakeup,cookingadeliciousrecipe,andinstallingnewsoftware,how-tovideosteachconsumershowtodovirtuallyanything.Theysimplifythelivesofconsumers,removeconfusionaboutproducts’usewithfirsthandinformation,andsavetimeeasy-to-followsteps.Ontheotherhand,thevideostakeworkofftheplateofthecustomerserviceteamsbyreducingconsumer’sconcernsandquestions.Whenyouevaluatehow-tovideosfromabrand’sperspective,you’dbeforgiventowaveitoffasatrickyproposition.However,adeeperlookintohow-toandlearningcontentrevealsthatthiscategoryisoneofthebestwaystocaptureconsumers’attentiononYouTube.Recentresearchshowedthathow-tovideosgetthemostattentiononYouTubethananyothercategory(ThinkwithGoogle).Also,67%ofMillennials(ThinkwithGoogle)stronglybelievetheycaneasilyfindhow-tovideosonvirtuallyanythingtheywanttolearn. KeyHow-toVideoNumbers Chartcontextmenu Viewinfullscreen Printchart DownloadPNGimage DownloadJPEGimage DownloadSVGvectorimage Source:ThinkWithGoogleDesignedby How-toVideoTrendHighlights Tonaildownhow-toandlearningvideosonYouTube,marketersshouldprioritizethiscontentasmuchastheirconsumersdo. Brandsshouldmineinsightsfromtheirconsumers,andusethoseinsightstocreatead-drivencampaigns.Theideaistobroadenvideocontentandremainasrelevantaspossibletothetargetaudience. 6.Follower-DecidedContentUpuntilthelastfewyears,YouTubecreatorswereinfullcontrolofcontentcreation.However,thingshavechanged,andviewersarenowgettingtheopportunitytodecidethecontent.Thefiercecompetition,propelledbytheincreasingviewers’demands,haspushedcreatorstothiswholenewlevel.Additionally;today,it’smoredifficultthanevertocapturetheviewer’sattention.Ittakesimmensecreativityandstrategicinteractivitybetweenthecreatorandtheaudienceforvideostoearncompellingviewership.ButYouTubercreatorshavecomeupwithawaytoensurethecontenttheycreateiseasyforviewerstorelatewith.Insteadofsolelydictatingcontent,influencersarenowengagingviewersinatwo-waydialogpriortocontentcreation.Whetherit’svialivevideos,polls,orcommentsvideoscreatorsareinvestingininteractions,theirfanslovetohave.Thisway,theyharnessviewers’insights,whilecultivatingthetypeofconnectionsthatguaranteeamoreengagedaudience.Here,youcanemployoneofthebestcustomerfeedbackandreviewmanagementsolutionstoguideyourcourse.Thereisnodoubtthe ‘followerdecides”trendtakestheinfluencer-viewerrelationshipanotchhigher.Butdoesthistrendofferanybenefitstomarketers?Overthelastyear,thefollowers-decidevideotrendgarneredmorethan100millionviewsonYouTube(ThinkwithGoogle). Follower-DecidedContentTrendHighlights Brandsandmarketersshouldgiveviewerstheuniqueopportunitytodecidethecontenttospiketrueengagement. Besides,marketersshouldusethisopportunitytobuilduserexcitementaroundthenextnewproduct. 7.Morning&NightRoutinesVideosPeoplelovestories.Whenthestoryimpactstheviewer’slife,theypaycloseattention.ThemorningandnightroutinestrendexemplifiesYouTubestorytelling.However,unlikeotherformsofstoriesonYouTube,morningandnightroutinesvideostendtocenterarounddailyrituals.Forexample,amorningroutinevideomightincludedrinkingcoffee,gymschedules,andskincareregimen.Ontheotherhand,nightroutinevideosmightincludeapplyingessentialoilbeforebedtime.Morningandnightroutinesvideosaremadetosolvethemostcommonroutinewoes.Basically,influencersorcelebritiesfilmthemselvesapplyingmakeup,gettingreadyforbed,unwindingafteratediousday,ordoinganyothermorningornightrituals.Theysharetheseroutinesvideostoinspireviewersandhelpthemchoosetheirskincareproducts,cosmeticoptions,andevenrestructuretheirdailyroutines.Thereisanupsurgeintheviewershipofmorningandnightroutinevideos.Infact,statisticsshowthatthewatchtimeofnightroutinevideoshasincreasedby80%,whereasthatofmorningroutinevideoshasgrownthreefold.Also,60%ofonlineshopperssayYouTubevideosinspirethemtomakeapurchasedecision(ThinkwithGoogle). Themorningandnighttimeroutinevideoscontinuetogrowinpopularity.Thesevideosaretailoredtothein-the-momentneedsoftheconsumer;hence,theypresentanirresistibleproductplacementgoldmine. MorningandNightRoutineVideoTrendHighlights Marketersshouldseizethisopportunitytointroducenewproducts. Besides,consumerproductsandbeautybrandsshouldpartnerwithYouTubecreatorstoaddtargetedplacementintheseroutinevideos. 8.360-DegreeVideosWeallloveexploringproductsandcontentinuniqueways–thereisnodoubtingthat.Infact,whenyouareallowedtogoin-depthwithdetailsaboutaproduct,makingthepurchasedecisionbecomesabreeze.Oneofthebestwaystorigorouslyexamineaproductisthrough360-degreevideos.Theintroductionof360-degreevideoshasbeenamonumentalchangeinthewaybrandspresentproductstoconsumers.Initially,videocontentwasaclick-to-playaffairforconsumerssincetherewasnofreedomtochangethescreen’sperspective.However,thathaschangedwiththeemergenceof360-degreevideos.Today,with360-degreevideos,consumerscanmovethevideocontentaroundandinteractwithitinwaystheypreviouslycouldn’t.Thevideosprovideatrulyimmersive,virtualrealityexperience,keepingviewersthrilled.Thebestthingabout360-degreevideosisthattheyspiketrueengagementviaimmersivecontent.Thisway,thevideoscaptureconsumers’attentionandallowthemtoexaminetheproductfromtheirmostconvenientperspective. 360-DegreeVideoTrendHighlights Marketerscanuse360-degreevideostointroduceorshowproductsandservicesinuniqueways. Brandsshouldseizetheopportunityandallowconsumerstoseethefeaturesoftheirproductsfromdifferentangles. BestVideoEditingSoftware FinalCutPro. ThisprofessionalvideoeditingtoolisdesignedformacOSusersandfeatures360-degreevideoediting.DiscoveritsothercapabilitiesinourFinalCutProreview. AdobePremierePro. ThisdesktopvideoeditingsoftwaresupportssimultaneouseditingandimmersiveVR.LearnmoreaboutitsfunctionalitiesinthisAdobePremiereProreview. iMovie. Thisbuilt-inapplicationonmacOSandiOSdevicesgivesuserspowerfultoolsfortellingstoriesinshortvideoclips.FindoutwhatotherfeaturesithasinouriMoviereview. Filmora9. Despitebeingintuitiveforthosebeginnersinvideoediting,thisplatformhasgreattoolsthatenableuserstocreatecomplexlayersofvideos.OurFilmora9reviewhasmoredetails. WeVideo. Thisuser-friendlyandcloud-basedvideoeditingtoolallowsbeginnersandprofessionalsaliketocomeupwithgreatvideos.ThisWeVideoreviewexaminesitskeyfeatures. 9.YouTubeAdsOverTVAdsNotlongago,television(TV)wasthechannelofchoiceforbusinessads.However,recently,themarketingspacehasseenadramaticchangeandbusinessesarereapingfewerreturnsfromTVads.NotonlyareprimeTVadsexpensive,buttheyalsodon’treachasmanyconsumersastheyusedto.TheinternetwavehassweptawayTV’sprime-timeviewership,andunsurprisingly,businessesarepullingawayfromTVads.ThedwindlingfortuneofTVadshasturnedtheoddsinfavorofYouTubeads.Today,manybrandsareinvestingtheirmoneyintoYouTubeads.ThisisquiteunderstandablebecauseYouTubeadsarelessexpensiveandtheyreachmoreconsumersthanTVads.Infact,accordingtooneNielsenstudy,onmobilealone,YouTubereachesmoreadultsconsumersthananycablenetworkdoes(ThinkwithGoogle).Othercompellingstatisticsinclude: ConsumersprimarilywatchYouTubeonmobileduringprimetime(ThinkwithGoogle,2021). 75%ofadultswatchYouTubeathomeonmobiledevices. PaidYouTubemobileadvertisingis84%morelikelytograbconsumerattentionthanTVads. Fromthedata,it’sclearthatYouTubeadshaveovertakenTVads.Besides,YouTubehasredefinedmobileviewing–fromadaytimeandon-the-gosessiontoprimetimeactivity. Asaresult,YouTubeadsnowrulewhereTVadsusedtoflourish,andthetrendisgatheringpace.BycombiningYouTubemobileadvertisingwithoneofthebestmobilemarketingsoftwareplatforms,youeasilyachievethedesiredgoals. YouTubeAds-over-TV-AdsTrendHighlights Whileit’sstillearlytocompletelymoveawayfromtraditionalTVads,timeisripetoadoptpaidYouTubemobileadvertising. It’stimeforyourbrandtocreateitsownYouTubechannelandstartplacetargetedadsonvideocontent. 10.CelebrityChannelsTraditionally,celebritiesreliedonmediapublicationsandrecordlabelstoreleasetheircontent.However, thetechnologicalstridesmadeinthesocialmedialandscapehavechangedtherulesofthegame.Mainstreamcelebritieswanttobeclosetotheirfansthaneverbefore.Thismeansthattheyhavetodeviatefromthenormtoallowfanstoseethemintheirunplannedform.Asaresult,manyA-listershavemovedfrompublishingcontentviatheirrecordlabels.Theyhavetakentosocialmediatocreateurgencyaroundtheirbrandandconnectwiththeirfansonapersonallevel.Foralongwhile,InstagramandTwitterhavebeenthesocialchannelsofchoiceformanycelebrities.WithfeatureslikeInstagramStories,ithasbeeneasyforcelebritiestoreleasecontentthatkeepsfansengagedandyearningformore.However,lately,theYouTubechanneltrendisredefininghowcelebritiesinteractwiththeirfans.WithaYouTubechannel,celebritiescannowdeliverunscriptedvideocontentthatisseenasbeingmoreauthentic.Unliketheprofessionallyproducedcontent,thebehind-the-scenescontenthasbroughtanewdimensiontocelebrityvideocontent,makingitmorerelatable.CelebrityYouTubechannelsarepersonality-driven.Thismeanscelebritieshavetojumpoutofthefamousworldandshowfanstheothersideoflife.This,initself,isawell-calculatedgambleformanyA-listers,andmanyarewillingtotakethestep.Themovehasblurredthelinesbetweencelebrityandsocialmediainfluencing.Ontheotherhand,ithasgivenbrandambassadorshipabreathoffreshair. CelebrityChannelTrendHighlights Brandscanpartnerwithcelebritiesandtakeadvantageofthebuilt-infollowerbase. CelebritieswithpopularYouTubechannelsprovideabuilt-inconsumerbaseforbrands. Withcelebritiesshowingmorebehind-the-scenesvideos,theyareattractingnewconsumers. 11.DocuseriesDocuseriesmeansaseriesofrelated,documentary-stylevideosreleasedinsegments.Generally,docuseriesarevideosthatarereleasedincrementally.Thesevideosaremassivelytrendingtodayandinfluencers,aswellasindependentcreators,areridingthewave.SomeofthecelebritiesridinghighonthistrendincludeArianaGrandeandShaneDawson.Whathappensis,docuseriescontainnumerouscrossoversandideasthatcomplementeachother.Thisepisodicnatureofdocuseriesmeansthatwhenviewerswatchonesegment,theyareconstantlyonthelookoutforthenextone.Also,catchviewerswheretheystream.ItwasfoundthattherewasasignificantincreaseinYouTubeandYouTubeTVwatchtimeonTVscreensin2020. DocuseriesTrendHighlights ThebrandshouldpartnerwithYouTubecreatorsandtakeadvantageofthealreadyengagedviewers. Docuseriesprovideanopportunitytoengagetheviewersnowandinthefuture. 12.ASMRVarietyAutonomousSensoryMeridianResponse(ASMR)videosarenottheusualYouTubecontent.Theyareuniquelyandprofessionallyproducedvideos,primarilytodelivercertainsoundsandvisuals.Thevideosareintendedtoinvokecertainfeelingsthataresatisfyingandsoothingtotheviewers.Generally,ASMRvideosincludethingssuchaswhispering,cooking,bookreading,cosplay,eating,etc.TheASMRstartedasmallniche,butthetrendiscurrentlyinhighgear.Thevideocategoryhaswontheheartsofmanyviewers,andtheonlinecommunityofASMRtistsisgrowingsteadily.TheemergingbreedofASMRtistshastakentheinfluencermarketingspacebystorm.Theevocativenatureoftheirvideocontentdefiesthenormofconventionalmarketing.Asaresult,thiscategoryisanirresistibleplatformforbrandsrelatedtomeditation,mentalhealth,wellness,andtherapy. ASMRTrendHighlights Brandsrelatedtomeditation,mentalhealth,wellness,andtherapyshouldtypeintothehypearoundASMRvideos. Notjustforthesebrands,marketerscantakeadvantageoftheengagingnatureofASMRvideostotargetthebroadconsumerbase. 13.YouTubeSearchEngineVideomarketingisontherise,asmoreandmoremarketersseektoreapitsbenefits.Infact,HubSpot’sStateofInboundstudyfoundthat45%ofmarketersarespendingmoreonYouTubemarketingthananyotherchannel(HubSpot,2021).TheinfluxofmarketerstoYouTubemeansthattoseesuccess,youneedmorethanyourcreativevideorecordingskillsandrecommendedvideoeditingsoftware.TogenerateincreasedconversionandgreaterROIfromvideomarketing,youneedin-depthknowledgeofYouTubesearchengineoptimization. YouTubemakeshundredsofchangeseachyear,and2019isnodifferent.ForexampleinJuly2019,YouTubetweakeditsalgorithmtomakefamilycontenteasilyaccessible.ThischangewasmadetoappeaseparentsandconvincethemthatYouTubecontentissafeforkids.ThisisoneofthemanychangesmadebyGoogletoaltertheYouTubealgorithm.Generally,notallchangeswillfavoryourvideomarketingstrategyonYouTube.Forthisreason,you’llhavetomakethenecessarychangestoyourSEOstrategyforYouTubevideostostandout.Whatyouneedtoknowisthatyou’llnotbeindirectcontrolofsomeofthemostimportantYouTubemetrics.However,thereisplentyof‘bestpractices’thatcanbeadaptedtoalignvideoswiththechangingYouTubelandscape.Forexample,toincreasevideoCTR,youcanchangethevideotitle,thumbnail,anddescription.Besides,toboostaudienceretentionendeartocreateclear,captivating,andvaluablevideocontent.Also,YouTuberewardsvideosthatkeepviewersontheplatform.Assuch,it’simportanttocreatehigh-qualitycontent,producelongvideos,andincludecaptivatingendscreenelements. YouTubeSearchEngineTrendHighlights YouTubeisconstantlytweakingitsalgorithm.Asaresult,avideothat’sgeneratingsignificantconversiontodaymaynotbethebesttomorrow. AimtocreatevideosthatkeepconsumersengagedonYouTubelonger.Ideally,youshouldcreatevideosthatarewatchedpastthe15secondmark. EnsurethattheprimarykeywordisaddedtotheYouTubevideotitle. 14.UglytoBeautyChallengeAreyouinthebeautyorskincareproductsindustry?Ifyes,then,thisisatrendtokeepaneyeon.TheuglytobeautychallengevideosareonanupwardtrendonYouTubeandothersocialmediaplatforms.Thesetutorialvideosfallunderthehow-tovideocategory.However,wedecidedtohighlightthisasatrendonitsownbecauseofthetargetednatureofthesevideos.TheUglytoBeautychallengevideosarecreatedbycreatorswithavastknowledgeofbeautyandskincareproducts.Asthenamesuggests,YouTubecreatorssharethesevideoswiththeintenttohelpviewers,especiallythosemakingtheirfirstmoveintocosmetics.Thiscategoryhastakentheonlinelandscapebystormandit’sprovingtobeareliablesocialmediamarketingstrategyforB2Ccompanies. Ugly-to-BeautyChallengeTrendHighlights TheUgly-to-BeautyChallengevideoprovidesaproductplacementgoldmineforbeautyandskincarebrands. Thesetutorialsprovideaplatformforbeautybrandstoreachuntappedmarketsegments. 15.SustainableLivingItseemsconsumers,especiallybeautymavens,wanttolookgoodandatthesametime,liveagoodlife.Toputitsimply,today’sconsumerscraveamoresustainableandminimalistlifestyle.Borrowingaleaffromtheprimitivetechnologyvideos,sustainablelivingvideosareoverhaulingthemodernlifestyle.ThesevideoshavesprungtolifeonYouTubeasmoreandmoreviewersturnattentiontoeco-friendlierproductsandservices.Thetrendisnotnew,butit’sdefinitelyworthkeepinganeyeon,especiallyforbrandsintherealestate,beauty,andhospitalityindustry.Aswehavenoticed,sustainablevideosareplayingoutYouTibeindifferentways.Forexample,thereisanotableproliferationofvideosincategorieslike“zero-wasteswap.”Inthiscategoryofvideos,creatorscapturethemselvesusingproductsthatofferamoresustainableoption.AnothercategorythatiscausingripplesonYouTubeistheminimalistexistencevideos,wherecreatorsditchtheurbanlifeforanomadiclifestylelikelivinginavan. SustainableLiving Sustainablelivingvideosoffertheperfectopportunityforbrandstoexamineevolvingconsumerbehavior. Anewmarketingnicheisopeningupforbrandsintherealestate,hospitality,andbeautyindustries. It’stimetoaddvideosthathelpyourconsumerslivegreenerandmoresustainablelife. 16.GamersareTakingOverGaminghasbecomemorepopularasconsolesandPCrigsarebecomingmoreaccessible.Thismakesgamestreaming,commentary,andwalk-throughsapopularformofcontentonYouTube.AsofQ3of2020,therewereabout910,000uniquechannelsonYouTubeGamingLivearoundtheworld.YouTube,however,isnottheleadingplatform.In2019,internetusershavestreamedmorethan9billionhoursonTwitch.YouTubeonlyregisteredjustmorethan2.68billionhours.Itcomesafarsecond.However,YouTubeGamingisgainingsteam.Itspre-pandemicgrowthwas+16%comparedtoTwitch’s+20%.And,manytopgamingchannelsarefromYouTube.Herearethetopgamingchannelsrankedbythenumberofsubscribersin2020. PewDiePie–107million Fernanfloo–38.2million VEGETA777–31.3million Markiplier–27.1million VanossGaming–25.3million jacksepticeye–25.2million Ninja–24.1million DanTDM–23.9million TalkingTom–21.6million TheDonato–20.2million Inthecomingyears,asYouTubebecomesmuchmorepopular,expectmoregamingchannelstopopup.And,thereareagoodbunchofplacestoreachoutforsponsorshipsandcontentpartnerships. YouTubeGamingTrendHighlights YouTubeistakingaimtobetheleaderinthegamestreamingmarket. Currently,however,YouTubeisonlysecondTwitch. Gamingchannelsandpersonalitieshavegoodpotentialforsponsorshipsandcontentpartnerships.  WhatshouldyoudowiththeseYouTubetrends?Trendschangealmostdaily,anditisnodifferentfromYouTube.However,thetrendswe’vementionedabovehaveshownconsistencyinthewaytheyhavedominatedtheYouTubelandscapeinrecentyears.Newtrendswillspringupinthemostunexpectedtime;thereisnodoubtaboutthat.Butfornow,it’stimetotakeadvantageoftheexistingYouTubetrends.Thesetrendsarerulingthewavesatatimewhenthereisahugesurgeintheadoptionofvideobymarketers.Ifyouwanttoblastintothefutureofvideomarketing,youneedtoalignyourstrategywiththesetrends.Thebestthingisthatyoudon’thavetoownaYouTubechanneltoreapthepotentialbenefits.YoucanpartnerwithestablishedcelebritiesandYouTubeinfluencerstomarketyourproductorservicetothetargetaudience.Aboveall,youshouldunderstandwhatcampaignmanagementinmarketingis,andusetherightsoftwaresolutionsto streamlineyourentiremarketingstrategy. References: YouTubeforPress.(2021). Press.YouTube. Newberry, C.(2021,February2). 25YouTubestatisticsthatmaysurpriseyou:2021edition.Hootsuite. Culliford, E.,&Dave, P.(2020,October14). YouTubebanscoronavirusvaccinemisinformation.Reuters. Comscore.(2021). TopU.S.OnlineVideoContentPropertiesRankedbyUniqueVideoViewersFebruary2021.Comscore. Werliin, R.(2020,September17). Newstudy:Instagramclimbstheladder,TikTokhasalongwaytogo.AudienceProject. Rettke, N.(2020,June18). DriveresultswithnewdirectresponsesolutionsonYouTube.Google. Cox, L. K.(2020,February25). 16videomarketingstatisticstoinformyour2020strategy[Infographic].HubSpot. YouTubeCulture&Trends.(2021). Watchingthepandemic.YouTube. YouTube.(2021). YouTubeforpress.YouTube. Cisco.(2020,March9). Ciscoannualinternetreport(2018–2023)whitepaper.Cisco. Buffer.(2019). Stateofsocial2019.Buffer. YouTubeHelp.(2021,February18). Coronavirusdisease2019(COVID-19)updates.Google. LivestreamBlog.(2020,April16). 47must-knowlivevideostreamingstatistics.Vimeo. ThinkwithGoogle.(2018,July24). Howdigitalvideohasupendedshoppingasweknowit.ThinkwithGoogle. O’Neil-Hart, C.(2017,December4). Self-directedlearningfromYouTube.ThinkwithGoogle. ThinkwithGoogle.(n.d.). Followersdecidevideoviewstatistics.ThinkwithGoogle. Pettie, E.(2018,October30). TrendingnowonYouTube:Halloween,morningandnighttimeroutines,andholidaytravelplanning.ThinkwithGoogle. ThinkwithGoogle.(2018,July26). YouTubemobilereachstatistics.ThinkwithGoogle. ThinkwithGoogle.(2021). ThelatestYouTubestatsonwhen,where,andwhatpeoplewatch.ThinkwithGoogle. HubSpot.(2021). Theultimatelistofmarketingstatisticsfor2021.HubSpot. 577shares Share 311 Tweet 210 Share 56 Share 311 Tweet 210 Share 56 577shares ByJamesAnthony AseniorFinancesOnlinewriteronSaaSandB2Btopics,JamesAnthonypassioniskeepingabreastoftheindustry’scutting-edgepractices(otherthanwritingpersonalblogpostsonwhyFireflyneedstoberenewed).Hehaswrittenextensivelyonthesetwosubjects,beingafirmbelieverinSaaStoPaaSmigrationandhowthisinevitabletransitionwouldimpacteconomiesofscale.Withreviewsandanalysesspanningabreadthoftopicsfromsoftwaretolearningmodels,JamesisoneofFinancesOnline’smostcreativeresourcesonandofftheoffice. Leaveacomment! Addyourcommentbelow. Benice.Keepitclean.Stayontopic.Nospam. TOP WhyisFinancesOnlinefree? 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