10 YouTube Tendencies to Leverage in 2022 [Data + Expert Tips]

In 2020, I appeared up extra recipes than I ever have. Principally Italian should you’re questioning.

I additionally spent a number of time watching movies on YouTube, letting the autoplay characteristic take me down a rabbit gap of movies protecting all types of subjects.

Most customers have been doing the identical factor.

So, what ought to entrepreneurs count on on YouTube in 2021? Learn on and discover out.

Shoppers need movies that replicate their every day life.

If 2020 confirmed entrepreneurs something, it was the need for agility and authenticity.

Each marketer needed to shift their priorities and ship advertising collateral that mirrored the time we have been all residing via.

YouTube information from July 2019 to July 2020 exhibits a 215% improve in every day uploads for content material with “self-care” within the title. From the viewer’s aspect, TV display screen watch time went up over 180% for movies regarding well-being, reminiscent of health, meditation, and yoga.

Now, in 2021, customers are nonetheless looking for out content material that displays their present mind-set.

This is not to say that your model ought to begin a “30 Days of Yoga” collection. It is to focus on how carefully tied present occasions are to the kind of content material we eat. Should you keep in tune with how your viewers is feeling and the kind of content material they’re looking for out, you possibly can embed it into your YouTube technique.

“Viewers really need content material that not solely educates them but additionally engages them. Our new fashion is placing massive inventory within the authenticity and character of its presenters,” mentioned Jamal Meneide, affiliate video producer/editor and on-screen expertise for HubSpot’s YouTube Channel.

Manufacturers should now take note of the social local weather and common client emotions, and incorporate these parts into the content material.

Unsure the best way to maintain your finger on the heartbeat? Bounce to this part to learn to analysis YouTube traits.

Quick-form video is rising in recognition.

In September 2020, YouTube launched “Shorts” in India, a brand new short-form video platform on YouTube. It is now making Shorts out there within the US, as of March 2021.

Just like different short-form platforms, movies on Shorts are formatted vertically to be seen on a cellphone. Though it is nonetheless in beta, customers can create 15-second clips, edit them with a number of instruments and add music from YouTube’s music library.

In line with a Search Engine Journal article, Shorts already gained steam, gaining over 3.5 billion every day views. However why would YouTube, a platform identified for long-form content material make investments on this technique? Meneide has a principle.

“YouTube is making an attempt to compete with TikTok, which is clear of their play to introduce ‘Shorts.’ For a time, it felt like there was a pendulum swing towards actually lengthy, unedited content material,” mentioned Meneide.

“Whereas that is nonetheless prevalent,” he provides, “it looks as if we have swung again the opposite approach with quick to mid-length content material actually killing it. Viewers need simply consumable, entertaining content material that will not be as demanding on their time.”

This is a chance for manufacturers to experiment with short-form content material on YouTube and see what audiences are responding to.

One technique is utilizing Shorts to create teasers on your upcoming movies or create condensed, shareable variations of your long-form movies.

However long-form movies aren’t going wherever.

Even with the push towards shorter movies, customers nonetheless benefit from the conventional long-form method.

In June 2020, YouTube reported that 46% of survey respondents mentioned they have been extra more likely to watch movies over 20 minutes lengthy than they have been six months in the past.

Some YouTubers creators credit score long-form video content material for his or her engagement charges, they usually’ve obtained information on their aspect.

A 2019 Pixability examine discovered that branded movies over 10 minutes lengthy had larger engagement than shorter movies.

However size will not be sufficient to maintain your viewers’s consideration.

“Driving music and animation additionally play an enormous half in constructing engagement. Everytime you see animation as a viewer, it is both reinforcing a key idea or including to a joke,” mentioned Meneide.

“In both case, you have been delighted by that additional visible we determined to throw in. With music, we will shift the tone and temper of a video – from driving hip hop beats, to relax jazz.”

He provides that music creates a sonic mattress for the viewer to situate themselves on, inviting the viewers to lean in as you pace issues up or sit again and loosen up as you gradual issues down.

“These sorts of stylistic and manufacturing decisions are ones that many massive channels on YouTube have determined to make,” Meneide mentioned. “Whereas content material with a extra ‘home made’ feeling nonetheless crushes it, there’s additionally an viewers who needs to see well-produced, extremely participating content material.”

Entrepreneurs will begin leveraging audio advertisements.

In November 2020, YouTube launched audio advertisements, a brand new approach for manufacturers to achieve customers.

It was a stunning announcement, on condition that the platform is understood for video content material. Nonetheless, in response to a Assume With Google article, over two billion individuals go to YouTube for music.

The article additionally reported a 100% improve in watch time for stay music efficiency between July 2019 and July 2020. This units the stage for entrepreneurs to incorporate YouTube as an advert platform for his or her audio content material.

Your first useful resource is Google Tendencies, a free on-line useful resource that’s up to date with real-time information on the recognition of sure subjects and search phrases on YouTube.

It’s also possible to depend on instruments like VidIQ and TubeBuddy to find out which concepts are price pursuing. An excellent rule of thumb, in response to Meneide is asking what massive “how” or “why” questions you possibly can reply on your viewers.

Then, you have got key phrase analysis – this tells you what customers are trying to find and if it is price your time and assets.

For example, to illustrate your model needs to cowl the newest tech apps in your subsequent video. You go to Google Key phrase Planner and discover out that it has a month-to-month search quantity of about 100. This will point out that whereas there’s some curiosity, it is not excessive sufficient to warrant an entire video.

It is also essential to take a look at the information and see what subjects are trending. Nonetheless, know the distinction between one thing that is simply within the information cycle and a pattern price incorporating into your YouTube technique.

One strategy to decipher between the 2 is asking, “How far does this attain, and can it matter in a number of weeks or months?”

“Hopping onto information will be simply as explosive for progress or your advertising technique as traits, however makes it a bit more durable once you’re at all times counting on the newest, ‘hottest’ information piece to tell your content material technique,” Meneide mentioned. “By specializing in longtail traits, you possibly can experience out a wave of sustained curiosity in a subject, relatively than capturing what might doubtlessly be a fleeting curiosity.”

As we navigate via this 12 months, extra traits will seemingly pop up and may inform your YouTube technique. What’s most essential is being versatile and figuring out when one thing is price exploring additional.