The One Thing You're Missing in Your Digital Strategy
As any content creator knows, YouTube is always changing - and that means staying on top of the latest trends is essential if you want to keep your channel thriving. That's why YouTube's latest 'Culture and Trends' report is so important - it helps content creators understand what's driving the latest Gen Z video trends, and how that relates to digital strategy.
Some of the key takeaways from the report include the importance of community creativity, multi-format creativity and responsive creativity. In other words, YouTube is saying that successful content creators need to be a little bit more like community managers, jack-of-all-trades and mind readers!
Of course, it's not enough just to read the report - you need to put its insights into action if you want to stay ahead of the curve. So get out there and start creating some truly trendsetting content!
Let's look at the key trends for social media platform amongst Gen Z
Community Creativity - Communities are using the web's connective capabilities to turn specialised interests into bigger, more communal experiences.
Multi-format Creativity - The rise of short-form video has also, somewhat logically, resulted in a wider variety of content being released by creators in order to capitalize on current trends while also optimising the community and revenue potentials of longer-form videos.
Responsive Creativity - During the epidemic, it's been more difficult for people to reach out and connect with others. To make matters worse, due to the pandemic's effect on their emotional needs - such as "comfort creators," "vibe content," and ASMR - these formats have grown in popularity. “According to our survey, 83 per cent of Generation Z has used YouTube to view soothing material that helps them relax, up from when was conducted the study a year ago.”
What does the report of social media sites say?
The changes indicate a shift in younger viewers' interests, away from the previous era's major trends.
“We discovered that today's digital culture is all about personally-relevant material. In truth, 65 per cent of Gen Z (online 18-24-year-olds) agree that content that is personally relevant to them is more essential than the content that many other people are talking about. In today's environment, where audiences and creators pay attention to matters that are significant to them and their lives, topical viral videos - the Davids, Charlies, and even foxes who have previously broken through - are becoming less significant.”
The study also found that, for this generation, "digital life is a series of micro-moments," and that they are always looking for content that is relevant to them in the moment. Social media platforms like YouTube need to adapt their strategies to ensure that they are offering their users the content they want, when they want it.
So, there you have it - the one thing you're missing in your digital strategy is an understanding of what's driving the latest Gen Z video trends. Use YouTube's Culture and Trends report to stay ahead of the curve, and make sure you're offering your audience the content they really want. Good luck!
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