Era of Big Change: 4 Trends That Are Transforming the Way Videos are Created and Consumed on YouTube
It is common for YouTube to annually release reports on content and cultural trends on its platform.
These reports often highlight the most popular types of videos, up-and-coming content creators, changes in audience preferences, and other relevant information about the community.
In 2023, the company's Cultures and Trends team carried out research in 14 countries ( USA, United Kingdom, Australia, Brazil, Canada, Egypt, France, Germany, India, Indonesia, Japan, Mexico, Saudi Arabia and South Korea ), in order to better understand whatsapp database this scenario, especially in relation to the transformation in the creation and consumption of videos.
To this end, adults aged between 18 and 44 who access online content, as well as Generation Z (aged between 18 and 24), were interviewed.
Therefore, if you are a marketing professional or work directly with content focused on this platform, you will certainly like to better understand the paths that video culture has taken to increasingly stand out in this virtual environment.
In 2023, online fan communities are playing a more active role than ever in shaping pop culture, driven by advanced tools and the emergence of multiple layers of fandoms.
This revolution is transforming not only how people interact with video culture, but also how they perceive their role in it.
According to the research mentioned above, 41% of Generation Z consider themselves content creators. This ranges from meme creators to commentators, and even fans who become influential figures with their own dedicated followers.
Therefore, it is possible to observe that Gen Z are faced with an unprecedented opportunity to leave their mark on what they love.
Additionally, other data has shown that in recent months, 47% of Gen Z have watched videos made by specific content fans, artists or public figures.
Taking the famous Burger King as an example, as soon as its “ Whopper, Whopper” ad aired, several content creators posted their versions, generating more than 100 million views on videos that were related in some way to the song. In other words, they ended up enhancing the brand’s marketing.
Trend 2: To stand out on YouTube, bet on multiformats
71% of Gen Z appreciates the convenience of being able to watch multiple video formats on a single platform, proving that today's audiences are hungry for a truly personalized viewing experience.
That's because this multi-format content flexibility allows people to follow their favorite creators on any device.
This shift in behavior is promising news for brands looking to reach a wider audience and connect with creators on YouTube. However, it is not the only reason to consider adopting multiple formats.
Today, there are more options than ever to be present on every screen people watch on. Google-based AI tools like video outreach campaigns help marketers create a mix of ad formats that not only reach a wider audience but also deliver better, more cost-efficient results .