The video sharing platform, YouTube, has released a new ‘Culture and Trends’ study, that encompasses information and insight from ten countries across the world.
The report was carried out to outline some context on what is really driving the latest Gen Z video trends.
YouTube’s key findings
The comprehensive report outlined that ‘single videos are comparatively less likely to achieve broad cultural breakthroughs’.
In addition, it goes on to depict that over 85% of Gen Z post video content online, making it a popular digital strategy that all marketers should focus on.
The success of video content has been driven immensely by the ability for audiences to “relate” to the topic of what is visually shown. It was found that 65% of Gen Z agree that content that is more relevant to them, is more important than what the masses may be talking about.
The study illustrated 3 primary findings and trends to consider:
Community Creativity – By leveraging the web’s connective capabilities, communities are transforming niche interests into larger, shared experiences.
Multi-format Creativity – The emergence of short-form video has systematically directed more creators in posting a broader variety of content in order to capitalize on key trends whilst still optimising the community and revenue growth perks from YouTube’s longer-form videos.
Responsive Creativity – The platform further acknowledges that content that caters to feelings and emotions, such as “comfort creators,” and ASMR, have grown in popularity during the pandemic.
’83 percent of Gen Z have used YouTube to watch soothing content that helps them relax,’ according to a survey conducted by YouTube.
The increase in video entertainment consumption during the pandemic may be a cultural phenomenon for many, but it has proven that Gen Z are actively reshaping the type of content creators should produce and share in order to sustain their appeal and success.
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