In 2020, I searched for more recipes than ever. Mostly Italian if you are wondering.
I also spent so many, so much watch time YouTube video, which lets autoplay take me down a video vault covering all kinds of topics.
Most consumers have do the same thing.
So what should marketers expect on YouTube in 2021? Read and find out.
Top trends on YouTube in 2021
- Consumers want videos that reflect their daily lives.
- Short-form videos are increasingly popular.
- But the long video is going nowhere.
- Marketers will start leveraging audio ads.
Consumers want videos that reflect their daily lives.
If 2020 shows marketers anything, it’s essential for agility and authenticity.
Each marketer must change their preferences and offer marketing collateral that reflects the time that we all live.
YouTube data July 2019 through July 2020 shows a 215% increase in daily uploads for “self-care” content in the title. From viewers’ perspective, TV screen viewing time has increased by more than 180% for health-related videos, such as fitness, meditation and yoga.
Now, by 2021, consumers are still looking for content that reflects their current state of mind.
This does not mean that your brand should start the “30 days of yoga” series. It’s to highlight how closely current events are related to the type of content we use. If you match the emotions of your audience and the type of content they’re looking for, you can embed it in your YouTube strategy.
“Viewers really want content to not only educate them, but engage them. Our new style is offering great value in terms of the presenter’s authenticity and personality,” said Jamal Meneide, link video maker / editor and talent on screen for HubSpot’s YouTube channel.
Now, brands must pay attention to the general social and emotional environment of consumers, and incorporate these factors into content.
Not sure how to keep your fingers in the pulse? Move in this part to learn how to research trends on YouTube.
Short form videos are increasingly popular.
In September 2020, YouTube launches “Shorts” in India, a new short-form video platform on YouTube. The company currently supplies Shorts in the United States, as of March 2021.
Similar to other short form platformVideo on Short Pants is vertically formatted for viewing on a phone. While it’s still in beta, users can create 15-second clips, edit them with some tools, and add music from YouTube’s music library.
According to one Articles in the Journal of Search EngineShorts have been successful, reaching more than 3.5 billion daily views. But why is YouTube, a platform known for long-form content, investing in this strategy? Meneide has a theory.
“YouTube is trying to compete with TikTok, which is evident in the way they introduced ‘Shorts.’ For a while, it felt like there was a pendulum towards really long, yet unfulfilled content. edit, “said Meneide.
“Although this is still popular,” he added, “it looks like we went back in another way with short to medium content that really killed it. Viewers wanted content that was easy to digest. entertaining without requiring much time. “
This is an opportunity for brands to experiment with short form content on YouTube and see what their audience is responding to.
One strategy is to use Shorts to create trailers for your upcoming videos or create shareable, condensed versions of your longform videos.
But the long video is going nowhere.
Even when promoting shorter videos, consumers still prefer the traditional long-form approach.
In June 2020, YouTube reported 46% of survey respondents said they were 20% more likely to watch a video longer than six months ago.
Some creators on YouTuber credit long video content for their engagement rates, and they have data from their side.
A 2019 Pixability study found that branded videos longer than 10 minutes were more engagement than shorter videos.
But the length won’t be enough to grab the audience’s attention.
“Motivating music and animation also plays an important role in building interaction. Whenever you watch animation as a viewer, you know it reinforces an interaction,” Meneide said. key concept or add to a joke, “says Meneide.
“In either case, you were thrilled by the additional visuals we decided to include. With music, we can change the tone and mood of the video – from increasing the hip hop rhythm to Relaxing jazz music. “
He added that music creates a sound bed so viewers can sit on their own, inviting the audience to lean on as you speed up the pace or sit back and relax as you slow things down.
“These style and production choices are those that many major YouTube channels have decided to make,” Meneide said. “While content that feels more ‘homemade’ still leaves it crushed, there are also audiences who want to see well-produced, highly engaging content.”
Marketers will start leveraging audio ads.
In November 2020, YouTube introduced audio ads, a new way for brands to reach consumers.
That’s a surprising announcement, as the platform is known for video content. However, according to one Article Think With Google, more than two billion people access YouTube to listen to music.
The article also reports a 100% increase in live music viewing time from July 2019 to July 2020. This sets the stage for marketers to include YouTube as the advertising platform for audio content. surname.
How to research trends on YouTube
We’ve covered some YouTube trends for 2021, but marketers need to know how to identify trends as they emerge.
“In the HubSpot YouTube team, we always look at trends that we endorse with monthly search volume and keyword research to help define our content strategy,” Meneide said. “We want to serve our audience the content they’re looking for when they’re looking for, and being sensitive to when a topic emerges is key to the process.”
Your first resource is Trends Google, Free online resource updated with real-time data on the popularity of certain YouTube search topics and terms.
You can also rely on tools like VidIQ and TubeBuddy to determine which ideas are worth pursuing. A good rule of thumb, according to Meneide, is to ask if you can answer big “how” or “why” questions for your viewers.
Then you have keyword research – this tells you what your consumers are looking for and whether it’s worth your time and resources.
For example, let’s say your brand wants to showcase the latest technology apps in your next video. You go to Google Keyword Planner and find out that it has about 100 monthly searches. This may indicate that while there is some interest, it is not high enough to warrant it. for the entire video.
It is important to see the news and see which topics are trending. However, know the difference between something just in the news cycle and a trend that’s worth incorporating into your YouTube strategy.
One way to decode between these two is to ask, “How far is this number coming from, and will it matter in a few weeks or months? “
“Searching for news can be as explosive for your growth or marketing strategy as a trend, but it’s a little harder when you always rely on the latest, ‘hottest’ pieces of news,” Meneide says to inform your content strategy, ”says Meneide.“ By focusing on long-hair trends, you can generate a wave of lasting interest in a topic, rather than grasping what’s in there. could be a fleeting concern. “
As we navigate this year, more trends are likely to emerge that can inform your YouTube strategy. The most important thing is to be flexible and know when there’s something worth exploring more.