Videos are getting shorter, thumbnails are becoming minimalistic in design, complex video editing techniques are passé, and storylines are more relaxed. What’s behind this shift in digital media?
The video landscape is constantly in flux, with new trends and subcultures emerging daily. To stay ahead of the curve, marketers must keep a close eye on their audience’s evolving preferences and behaviours. To better understand how brands can navigate this dynamic environment, Kevin Allocca, YouTube’s global director of culture and trends, and the author of “Videocracy,” provides some interesting insights in an interview with thinkwithgoogle.com.
YouTube Guidelines
In response to the growing use of GenAI in creating videos, YouTube has come out with guidelines requiring creators to say when they’ve used AI in their content. The guidelines include penalising non-disclosure by potentially removing content and permitting creators to request the removal of AI-generated content that impersonates them or infringes on their privacy. Audiences continue to gravitate towards content that feels genuine and relatable. This includes reaction videos, behind-the-scenes footage, and personal vlogs that break the fourth wall and foster a sense of connection between creators and viewers.
Allocca and his team are engaged in deciphering the newest video trends and behaviours, and utilising these insights to guide product innovation and decide marketing strategies.This enables brands to keep up with changes in the video world and incorporate key trends into their campaigns.
Demand for Authenticity
Surveys have found that more and more creators are ditching highly-produced videos in favour of authentic, unfiltered content. If you examine the current landscape of YouTube, you’ll notice some key visual and narrative shifts. The thumbnails are becoming more minimalist in design, complex video editing techniques are taking a backseat, and storylines have adopted a more relaxed pace. The reason being a greater emphasis on forging intimate connections with viewers.
“To be honest, it’s become harder to find common ground among the most popular content on YouTube as the platform now encompasses diverse interests and use cases,” Allocca explains. “Still, some topics are clearly more prominent – K-pop, anime, Bollywood, and video games, for instance, have proven to be enduringly popular.”
Popularity of VTubers
However, Allocca also highlights some unexpected emerging trends, such as the rise of conversational video formats, particularly in Korea where talk shows hosted by celebrities are gaining traction on the platform. Another notable trend is the growing popularity of virtual creators, or VTubers, who are tapping into advanced video production technologies.
Short-Form Content Rules
YouTube Shorts continues to thrive, mirroring the success of platforms like TikTok. These short, vertical videos are highly engaging, especially among younger audiences. Creators find Shorts a powerful tool for rapidly growing their subscriber base and enhancing engagement.
When it comes to short-form content, Allocca cautions against viewing it as a mere “trend.” Short-form video has been a staple of YouTube since its inception, but the introduction of feed-based consumption has made it even more accessible and engaging for both creators and viewers.
“Gen Z is especially keen on creating and watching short-form videos, with 79% of Gen Z viewers in India saying they watch short-form content,” Allocca notes. “This ease of watching and making has turned short-form video into a medium where videos often exist in a dialogue with other content.”
The Need for Experimentation
For marketers, this means moving beyond a singular creative lens and considering the broader context in which their content will exist. Factors such as filters, hashtags, and audio can all play a role in how short-form content is perceived and interacted with.
Allocca also emphasises the importance of experimentation, citing the success of “breakout creators” who have found growth by utilising a diverse range of formats, from Shorts and long-form videos to live streams and podcasts.
“Ultimately, I don’t think there’s one single factor that is required for achieving success on YouTube,” Allocca says. “But I do believe it begins with having something unique to say that will resonate with people and a creatively compelling way of expressing it.”
By staying attuned to the ever-evolving trends and preferences of their audience, and combining a clear identity and purpose with a multifaceted creative approach, marketers can navigate the video landscape toestablishmore meaningful viewer-connect.
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