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

In 2020, I seemed up extra recipes than I ever have. Largely Italian in case you’re questioning.

I additionally spent plenty of time watching movies on YouTube, letting the autoplay function take me down a rabbit gap of movies protecting every kind of matters.

Most customers have been doing the identical factor.

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

Customers need movies that replicate their day by 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 and marketing collateral that mirrored the time we have been all dwelling via.

YouTube information from July 2019 to July 2020 reveals a 215% enhance in day by day uploads for content material with “self-care” within the title. From the viewer’s facet, TV display watch time went up over 180% for movies regarding well-being, comparable to health, meditation, and yoga.

Now, in 2021, customers are nonetheless searching for out content material that displays their present frame of mind.

This is not to say that your model ought to begin a “30 Days of Yoga” sequence. It is to focus on how intently tied present occasions are to the kind of content material we eat. For those who keep in tune with how your viewers is feeling and the kind of content material they’re searching 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 type is placing huge inventory within the authenticity and persona of its presenters,” stated 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 normal shopper emotions, and incorporate these components into the content material.

Unsure how one can preserve your finger on the heart beat? Leap to this part to discover ways to analysis YouTube developments.

Quick-form video is rising in reputation.

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 considered on a telephone. 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 day by day views. However why would YouTube, a platform recognized for long-form content material make investments on this technique? Meneide has a principle.

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

“Whereas that is nonetheless prevalent,” he provides, “it looks as if we have swung again the opposite manner with brief 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 in your upcoming movies or create condensed, shareable variations of your long-form movies.

However long-form movies aren’t going anyplace.

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 stated they have been extra prone 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 bought information on their facet.

A 2019 Pixability research 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 a giant half in constructing engagement. Everytime you see animation as a viewer, you understand it is both reinforcing a key idea or including to a joke,” stated Meneide.

“In both case, you have been delighted by that further 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 velocity issues up or sit again and calm down 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 stated. “Whereas content material with a extra ‘home made’ feeling nonetheless crushes it, there may be additionally an viewers who needs to see well-produced, extremely partaking content material.”

Entrepreneurs will begin leveraging audio adverts.

In November 2020, YouTube launched audio adverts, a brand new manner for manufacturers to succeed in customers.

It was a stunning announcement, provided that the platform is understood for video content material. Nonetheless, in line with a Suppose With Google article, over two billion folks go to YouTube for music.

The article additionally reported a 100% enhance in watch time for dwell 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 Traits, a free on-line useful resource that’s up to date with real-time information on the recognition of sure matters and search phrases on YouTube.

You too can depend on instruments like VidIQ and TubeBuddy to find out which concepts are price pursuing. A great rule of thumb, in line with Meneide is asking what huge “how” or “why” questions you possibly can reply in your viewers.

Then, you will have key phrase analysis – this tells you what customers are looking for and if it is price your time and sources.

As an illustration, as an instance 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 may be some curiosity, it isn’t excessive sufficient to warrant a complete video.

It is also necessary to take a look at the information and see what matters are trending. Nonetheless, know the distinction between one thing that is simply within the information cycle and a development 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 just a few weeks or months?”

“Hopping onto information may be simply as explosive for progress or your advertising and marketing technique as developments, however makes it a bit tougher if you’re all the time counting on the newest, ‘hottest’ information piece to tell your content material technique,” Meneide stated. “By specializing in longtail developments, you possibly can journey out a wave of sustained curiosity in a subject, somewhat than capturing what might doubtlessly be a fleeting curiosity.”

As we navigate via this 12 months, extra developments will doubtless pop up and would possibly inform your YouTube technique. What’s most necessary is being versatile and realizing when one thing is price exploring additional.