10 YouTube Trends 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 quite a lot of time watching videos on YouTube, letting the autoplay characteristic take me down a rabbit gap of movies masking all types of subjects.

Most shoppers had been doing the same thing.

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

Customers need movies that mirror their each 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 had been all dwelling via.

YouTube data from July 2019 to July 2020 reveals a 215% improve in each 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 referring to well-being, corresponding to health, meditation, and yoga.

Now, in 2021, shoppers 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 spotlight how intently tied present occasions are to the kind of content material we devour. Should you keep in tune with how your viewers is feeling and the kind of content material they’re searching for out, you may embed it into your YouTube technique.

“Viewers really need content material that not solely educates them but in addition engages them. Our new model is placing massive inventory within the authenticity and persona 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 basic client emotions, and incorporate these components into the content material.

Unsure find out how to maintain your finger on the heart beat? Leap to this section to learn to analysis YouTube traits.

Brief-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 accessible 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.

Based on a Search Engine Journal article, Shorts already gained steam, gaining over 3.5 billion each day views. However why would YouTube, a platform recognized for long-form content material make investments on this technique? Meneide has a idea.

“YouTube is attempting 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 like we have swung again the opposite method 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 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, shoppers nonetheless benefit from the conventional long-form method.

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

Some YouTubers creators credit score long-form video content material for his or her engagement charges, and so they’ve obtained knowledge on their facet.

A 2019 Pixability study discovered that branded movies over 10 minutes lengthy had greater 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 realize it is both reinforcing a key idea or including to a joke,” mentioned Meneide.

“In both case, you’ve got been delighted by that further visible we determined to throw in. With music, we are able to 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 mentioned. “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 participating content material.”

Entrepreneurs will begin leveraging audio adverts.

In November 2020, YouTube launched audio adverts, a brand new method for manufacturers to achieve shoppers.

It was a stunning announcement, provided that the platform is thought for video content material. Nevertheless, in accordance with a Think With Google article, over two billion folks 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 Trends, a free on-line useful resource that’s up to date with real-time knowledge on the recognition of sure subjects and search phrases on YouTube.

You may also depend on instruments like VidIQ and TubeBuddy to find out which concepts are price pursuing. A very good rule of thumb, in accordance with Meneide is asking what massive “how” or “why” questions you may reply on your viewers.

Then, you might have keyword research – this tells you what shoppers are looking for and if it is price your time and assets.

As an example, for example your model needs to cowl the most recent 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 an entire video.

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

One method 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 might be simply as explosive for progress or your advertising technique as traits, however makes it a bit tougher while you’re all the time counting on the most recent, ‘hottest’ information piece to tell your content material technique,” Meneide mentioned. “By specializing in longtail traits, you may experience out a wave of sustained curiosity in a subject, moderately than capturing what might doubtlessly be a fleeting curiosity.”

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