YouTube Trends Shaping the Future of Video Marketing

Video is driving the way forward for content marketing as customers spend extra of their time on YouTube and TikTok. Gen Z is already coming of age as a key client demographic and types must develop a video advertising technique that delivers the content material youthful generations care about.

The most recent YouTube insights reveal how video content material is enjoying an even bigger function within the client journey. By wanting on the largest traits of 2022, we are able to begin to see the place the way forward for video advertising is headed.

YouTube is a key channel for customers

If there’s one factor to remove from this text, it’s this: YouTube is a key channel for customers. So, in the event you’re not utilizing this platform to reach your target audience, you’re not maximising visibility the place it, typically, issues most.
As early as 2016, 68% of YouTube customers have been watching video content material on the platform to assist them make buy choices.

Now, YouTube is a go-to platform for product critiques, unboxing movies, journey inspiration, purchaser guides and a wealth of content material that informs buy choices.

Delving into your goal audiences’ pursuits

More moderen insights reveal YouTube is a platform for folks to delve into their pursuits, irrespective of how area of interest. By extension, this makes the platform a chance for manufacturers and advertisers to delve into area of interest pursuits and attain audiences primed to take motion.

In October 2022, Google ran a survey that discovered 72% of respondents use YouTube to delve deeper into their pursuits and passions. In a separate survey, the search large discovered 55% of Gen Z watch content material on YouTube that no person else they know is all for.

That is backed up by insights from an Ipsos survey that reveals 65% of Gen Z say content material that’s personally related to them is extra necessary than the content material that numerous different folks speak about.

YouTube is a platform the place folks go to discover their very own pursuits with full freedom. They don’t have to fret about peer approval of what anybody else thinks in regards to the content material they watch.

Manufacturers and entrepreneurs can faucet into these area of interest pursuits to create ultra-relevant messages. As an alternative of casting a large internet together with your video and promoting methods, you’ll get higher outcomes on YouTube by narrowing down on particular pursuits.

Brief-form video leads the way in which

Brief-form video has taken over the net, enjoying an even bigger function within the client journey as extra platforms undertake the content material format. Snapchat was among the many early innovators however TikTok is the most popular identify in short-form video now. Check out how these corporations are nailing their video advertising on TikTok.

The rise of TikTok compelled Instagram to prioritise short-form video content material and it appears each platform is now following swimsuit. YouTube isn’t any exception and its personal YouTube Shorts format already has greater than 150 billion monthly users and 30 billion each day views.

YouTube has additionally rolled out a new monetisation system specifically for Shorts, serving to creators to earn a living from their content material.

Early on within the brief historical past of short-form movies, it was the extra spontaneous and shocking clips that captured consideration. Nevertheless, over time, the preferred creators have managed to recreate this sense of spontaneity with extra scripted, choreographed productions.

Google says “the best short-form videos embrace the format’s strength and encourage people to watch them again and again”.

Lengthy-form video finds a brand new function

Brief-form video is firmly within the highlight as of late however long-form video content material is discovering a brand new function within the consumer journey.

Regardless of all of the indications that focus spans getting shorter, video advertising knowledge proves long-form content material remains to be essential. The truth is, Google insights show that demand for long-form video content material is rising considerably.

Sure, we’re seeing short-form video excel on the discovery finish of the buyer journey. Nevertheless, we’re seeing longer movies take the lead on the latter levels of this course of, particularly when customers attain the analysis and comparability levels of the shopping for cycle.

Google itself finds 59% of Gen Z watch longer variations of movies that they uncover on short-form video apps.
When you’re concentrating on this demographic, it’s essential to have a video advertising technique that gives each codecs. Additionally, as extra of Gen Z matures as customers, this may develop into more and more necessary for all demographics – not solely children.

The rise of YouTube communities

Converse to any YouTube creator and so they’ll let you know the very best factor in regards to the platform is its means to construct communities. Channels can construct highly-engaged communities with loyal followers who drive additional progress by means of key engagement metrics.
These aren’t vainness metrics, both.

The area of interest topical attraction that YouTube excels at drives actual ardour in its communities by means of significant interactions. You’ll discover communities and sub-communities for nearly each subject, curiosity, cultural motion and extra on the platform.
In Google’s personal phrases:

Essentially the most profitable advertising exhibits an understanding of what motivates an viewers to interact. That’s why it’s necessary to worth on-line communities and perceive how they’ll amplify and strengthen your messages.

Earlier, we talked about delving deeper into your goal audiences’ pursuits with out concern of being too area of interest. That is the way you construct highly-engaged communities on YouTube that get entangled within the dialog round your channel.

They push your message additional, advocate in your model and ship all the precise constructive indicators to YouTube’s algorithm. Virtually talking, this implies feedback, likes, subscriptions and memberships – all of which drive extra progress.
Google’s recommendation is obvious: “Find ways to encourage participation from online groups who have specific personal interests and lean into them. By doing so, you can create brand moments with greater impact and meaning.”

With YouTube advertising, constructing an viewers is one factor but it surely’s the communities that basically make issues occur.

The High YouTube Videos & Adverts of 2022

If you wish to see some examples of successful YouTube campaigns, check out the 2022: A Year on YouTube web page.

You may flick through the highest trending movies from final 12 months to get a way of what captures folks’s curiosity on the platform. Additionally, look into subjects related or related to your individual goal audiences to know what kinds of video may drive essentially the most engagement.

Take note of manufacturing fashion, too. Are these movies critical {and professional} or extra spontaneous and private?
You can even flick through the highest Shorts of 2022 and it’s value analysing this format.

YouTube Shorts have gained plenty of traction and that is a wholly completely different format from long-form video. It is a large soar from creating full-length video content material, which requires a special stylistic method.

Even in the event you’re reducing up your long-from movies to create Shorts, you’ll must get artistic with enhancing to match the texture and tone anticipated from Shorts.

Lastly, you’ll be able to view the highest YouTube Promoting campaigns for 2022 on the Ads leaderboard.

You may watch the most-viewed adverts from final 12 months and establish traits that make an influence together with your target market. Google says humour and relatable imperfection are a number of the most interesting traits of top-performing YouTube Adverts.

“On YouTube, humour and relatable imperfection can show that a brand gets their audience, and that’s reflected in how products and services are advertised.”

So, in case your campaigns stick with the standard company really feel, it is perhaps time to combine issues up. Check a extra informal and private method that exhibits the human aspect of your model. Do not forget that YouTube is an leisure channel, first – so attempt to inform your viewers in a approach that excites them.

This will likely be difficult for lots of manufacturers but it surely’s what Millennials and Gen Z anticipate from trendy corporations. These two generations are quickly making up the vast majority of customers and types must adapt their method.

The place higher to do that than in your video marketing strategy?

When you need assistance with this, contact Vertical Leap.