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YouTube Shares the Top Creators, Clips and Ads of 2022
YouTube’s has published its listing of the top trending videos and creators of 2022, which provides an interesting overview of the year that was in online entertainment.
Starting with the most viewed clips, the top video was posted by gaming legend Technoblade, in which his father shares Technoblade’s farewell message that he composed before passing away due to cancer.
Technoblade’s final upload has been viewed over 87 million times, which is a testament to the influence the creator had within the broader gaming community.
The second most viewed clip was Will Smith’s infamous confrontation with Chris Rock at the Oscars, followed by another gaming streamer, Dream, and his face reveal clip.
The influence of gaming on online culture is once again on display in YouTube’s top performers, with several of the top channels and clips having links to gaming trends.
Prank videos are also prominent, which is a potentially more concerning trend, with some pushing the boundaries and leading to harm, while the Super Bowl halftime show also makes the top 10 list.
In terms of creators, it comes as little surprise to see MrBeast topping the list:
US Top Creators
- MrBeast (114M subs)
- NichLmao (18.7 subs)
- Airrack (10.7M subs)
- Ryan Trahan (11.1M subs)
- Isaiah Photo (8M subs)
- Brent Rivera (22.3M subs)
- Dan Rhodes (18.8M subs)
- Luke Davidson (9.31M subs)
- CoryxKenshin (15M subs)
- Ian Boggs (8.07M subs)
Jimmy Donaldson has become YouTube’s biggest success story, overtaking PewDiePie to become the most subscribed creator, and parlaying his YouTube success into various other business streams, including BeastBurger restaurants, Feastables chocolate bars and more. Donaldson has even outlined his longer-term plan to run for President. Which is probably not a genuine target, but then again…
YouTube has also provided a listing of Breakout Creators for the year, which includes various Shorts-focused stars.
Breakout Creators
- NichLmao (18.7 subs)
- Airrack (10.7M subs)
- Jooj Natu ENG (6.03M subs)
- Shangerdanger (4.03M subs)
- David The Baker (2.47M subs)
- Kat (5.2M subs)
- Dayta (4.39M subs)
- Devin Caherly Shorts (3.61M subs)
- MDMotivator (4.17M subs)
- Charles Brockman III (TheOnly CB3) (2.41M subs)
As noted, it’s an interesting overview of the year that was, though from a creative perspective, it’s hard to take many hints from what these top stars are doing and apply it to your own approach.
MrBeast generates most of his viral traction by undertaking ridiculously expensive stunts, while gaming creators are obviously gaming-focused, which is not overly helpful in determining the next big trends.
The majority of the top creators focus on big challenges, like surviving on 1c per day, or living in the Metaverse for 24 hours.
I guess, if you were looking to tap into such, that would be the key lesson, big-time challenges and grandiose projects that generate viral traction through people sharing the clips with their friends.
YouTube’s also shared the top-performing ads of the year:
Global Top Ads
- Amazon (US)
- Telecom Egypt (Egypt)
- Clash of Clans (US)
- Apple (US)
- Hyundai Worldwide (US)
- Imagine Your Korea (Korea)
- HBO Max (US)
- Netflix (US)
- Chevrolet Brasil (Brazil)
- Squarespace (US)
That provides some more specific perspective for marketers, with examples of how other brands are generating traction with their promotional clips – though most of them are celebrity-led, big-budget productions, so again, there’s not a heap for smaller creators to necessarily take from these trends.
I mean, two of the top ten ads feature K-pop megaband BTS, while others have stars like Scarlett Johannsson and Zendaya.
But at the same time, that doesn’t mean that creativity can’t win out.
This ad from Telecom Egypt, second on the above list, uses bright colors and music to sell the brand message.
And really, if you need creative inspiration, you can check out YouTube Shorts and TikTok to see the latest trends that top creators are leaning into with their video approach.
Overall, it’s an interesting perspective on the year, which may help to guide you towards the top stars in the app. But maybe not overly instructive for your own creative approach.
You can check out YouTube’s 2022 year in review here.
SOCIAL
Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?
In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.
The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.
According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.
Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.
Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.
The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.
This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.
Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.
As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?
Only time will tell.
SOCIAL
Catering to specific audience boosts your business, says accountant turned coach
While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.
When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.
“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.
Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.
“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.”Â
“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.
“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.
Watch the video for more of Sandra Parker’s biggest lessons.
SOCIAL
Instagram Tests Live-Stream Games to Enhance Engagement
Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.
As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.
That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.
Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.
That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.
Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.
Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.
We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.
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