A few days ago, our SEM team had the opportunity to go to the Google offices to immerse themselves in the new trends in Internet advertising and discover how artificial intelligence is going to change the course of digital marketing.
One of the most notable changes that we have already seen, and that will continue to evolve, is the way in which users consume online content, with constant growth in YouTube’s presence. Last May 2023, more than 36.2 million users were registered who accessed the platform to ingest this type of content, while television has reduced its consumption by 2% compared to data from previous years.
In the segment of those under 45 years of age, YouTube has established itself as the leading platform in audiovisual content, surpassing television giants such as Mediaset, Atresmedia, and RTVE. In addition, it has become the number one channel in terms of viewing time by users, generating one of the largest and most engaged online audiences.
YouTube has been a major player in shaping how we consume video content. Here are some prevalent trends.
YouTube Shorts gained popularity as a response to the success of platforms like TikTok. These short-form videos, often 60 seconds or less, cater to users’ shorter attention spans and offer a quick and engaging way to consume content.
Live streaming on YouTube has become increasingly popular. Many creators use live videos for Q&A sessions, product launches, or to interact with their audience in real-time.
The platform continued to see the rise of niche content creators, catering to specific interests and communities. This allows for a more personalized and targeted viewing experience.
Educational and tutorial content remained highly popular. Many users turn to YouTube to learn new skills, get insights into various topics, or find tutorials on a wide range of subjects.
With the global pandemic affecting in-person events, virtual events and conferences found a home on YouTube. Many organizations started hosting virtual events, concerts, and discussions on the platform.
The rise of mobile usage has led to an increase in vertical video content. YouTube Shorts, designed for mobile devices, became a way for creators to engage with audiences who primarily consume content on their phones.
YouTube’s recommendation algorithm continued to play a significant role in shaping users’ content consumption. It uses machine learning to understand user preferences and suggests videos tailored to individual tastes.
YouTube introduced various interactive features, such as polls, cards, and end screens, allowing creators to engage with their audience in new ways.
YouTube continued to offer various monetization options for creators, including ad revenue, channel memberships, Super Chat during live streams, and merchandise shelf integration.
In addition to being the primary platform for viewing content, YouTube has also become a tool that users use to research a product or brand and even make a purchasing decision.
This is due to the large number of content creators on the platform who influence their followers, driving their purchase intention. And you? Have you ever felt exploited by the opinion of these content creators when you think about purchasing a product?
YouTube’s influence on current video trends is profound and multifaceted. From the democratization of content creation to the rise of short-form videos and the prevalence of live streaming, the platform continues to shape how we consume digital media. As we navigate this dynamic landscape, it is essential to critically examine the impact of YouTube on our consumption habits and work toward fostering a digital environment that is both entertaining and responsible.
Also Read : Influencers: The New Face Of Marketing
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