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YouTube Publishes New insights into Key Video Consumption Trends Among Gen Z [Infographic]

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YouTube Publishes New insights into Key Video Consumption Trends Among Gen Z [Infographic]

YouTube has published a new ‘Culture and Trends’ report, which incorporates insights from 10 countries to provide some perspective on what’s driving the latest Gen Z video trends, and how that relates to digital strategy.

The 55-page report takes an in-depth look at three key trends which emerged from YouTube’s data set:

  • Community Creativity – Utilizing the connective benefits of the web, communities are taking niche passions and turning them into larger, shared experiences.
  • Multi-format Creativity – The rise of short-form video has also, somewhat logically, led to more creators posting a wider range of content, in order to tap into key trends while also maximizing the community and monetization benefits of longer-form clips
  • Responsive Creativity – YouTube also notes that formats which play into emotional needs – like “comfort creators”, vibe content and ASMR – have become increasingly popular during the pandemic. ‘83% of Gen Z have used YouTube to watch soothing content that helps them relax, an increase from when we ran our survey a year ago.”

The trends point to the shifting interests of younger viewers, away from the big, popular trends of times past.

“We found that digital culture is now all about personally-relevant content. In fact, 65% of Gen Z (online 18-24 year olds) agree that content that’s personally relevant to them is more important than the content that lots of other people talk about. Individual viral videos – the Davids, Charlies, and, yes, even foxes that broke through in the past – are becoming increasingly less central to trends in a world where audiences and creators prioritize moments that matter to them and their lives.”

The full report includes a heap of more in-depth data on these emerging trends, while YouTube has also published two infographic summaries of the key notes.

You can download the full report here.

YouTube Culture and Trends Report 2022

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Report Looks at the Most Commonly Shared Life Events on Instagram and TikTok

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Report Looks at the Most Commonly Shared Life Events on Instagram and TikTok

Social media is where people share their big life events and updates, in order to keep friends and family informed, and celebrate major milestones, changes, etc.

But what life events are people most likely to share in each app?

The team from Confused.com recently undertook a broader study of life trends, which also looked at the most popular life event postings on Instagram and TikTok, based on hashtag use, which could provide some valuable context for your content planning, and how to connect with the right audiences in each app.

First off, on Instagram – here are the top ten most shared life events within Instagram posts:

Those are all fairly logical, with the majority being celebratory events – though the variance in post volume for each is worth noting.

Based on this, a brand might want to consider marketing to new home buyers in the app, or post about new hires, or make it a bigger focus for campaigns based around these key life events.

On TikTok, the top 10 listing is similar, with some slight variances.

Life events report

‘Separation’ is much higher on TikTok (coming it at 11th on the list on IG), while ‘Marriage’ is not as high (23rd on TT). Not sure what that means – I would initially conclude that TikTok’s younger audience would result in less discussion of marriage, but separation is a key focus (as is divorce) so…

Maybe separated people are more likely to jump onto TikTok to find a new partner.

‘Gender reveal’ is also a bigger focus on TikTok (13th on IG), while ‘Death’ and ‘Funeral’ both make the top 10.

Some of these trends would relate to the variance in audience demographics, but it is interesting to note the differences, and how significant each topic is across the two apps.

Of course, for the most part, this research doesn’t reveal much that you didn’t already know – both apps are used for celebratory posts and major announcements, which includes all of the big life milestones and shifts.

But it is interesting to compare the popularity of each, and to consider how that could relate to your marketing and outreach, in line with usage.

You can read Confused.com’s full report here.

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