Another year, another ‘’predictive’’ article. Yes, it’s time to see what YouTube has for content creators in 2024. At the end of last year, we wrote an article titled ‘’YouTube trends 2023’’ and we ‘’guessed’’ most of these trends. Btw. the article was so good that other bloggers copied it. But, here we are, end of 2023 and preparing for 2024. If you are a YouTuber or want to become one, then this article is for you. It might help you to discover new topics and how you should structure your videos. Let’s begin!
Intro
Social media marketing is constantly evolving, and staying ahead of the trends is crucial for success. In 2024, there are several key YouTube trends to keep in mind. Short-form video continues to dominate, with TikTok leading the way. YouTube is still a powerful platform, especially for long-form content and search-based videos.
Social commerce is on the rise, with consumers increasingly making purchases through social media platforms. Content creators hold the power and community engagement is more important than ever.
Narrow-targeted social media ads are a must, and digital trust is reshaping platforms like LinkedIn. Social SEO should not be ignored, as it can significantly impact visibility. Finally, the rise of AI-generated content and the staying power of Instagram Threads are trends to watch in 2024.
Short-Form Video is Still the King
Short-form video, popularized by TikTok, continues to dominate the internet. YouTube Shorts are not far behind. With its engaging and bite-sized content, short-form videos have become the most consumed type of content across social media platforms. Businesses have recognized the power of this trend and are leveraging it to reach their target audience and increase engagement.
Video marketing has shown impressive results, with 91% of businesses using video as a marketing tool and 96% of video marketers reporting increased user understanding, traffic, and conversion rates. Users spend a significant amount of time consuming short-form videos, with average daily usage on TikTok and Instagram Reels continuing to rise. This presents an immense opportunity for businesses to capture the attention of their audience and deliver their message effectively.
When creating short-form video content, it is essential to provide value to viewers and have a clear goal in mind. Whether the objective is to increase brand awareness, drive engagement, or encourage conversions, the content should be tailored to resonate with the target audience. By delivering entertaining, informative, or inspiring content in a concise manner, businesses can capture the attention of viewers and encourage them to take action.
In summary, short-form video remains the king of content on social media platforms. With its widespread popularity and high engagement rates, businesses cannot afford to overlook the power of this trend. By creating compelling and valuable short-form video content, businesses can effectively connect with their audience and achieve their marketing goals.
YouTube is Alive and Kicking
Despite the dominance of short-form video, YouTube remains a powerhouse in the online video landscape. With over 2.7 billion monthly active users and 1 billion hours of content watched daily, YouTube is the second-largest search engine in the world. It offers unique opportunities for long-form video content and search-based videos. “YouTube is the #1 purchase-driver on social” (Lemonlight.com)
The YouTube algorithm ranks and recommends videos based on factors like click-through rate, watch time, and viewer engagement. Creating consistent, high-quality content and optimizing for search can boost visibility and reach on the platform. YouTube’s long-form video format allows for in-depth tutorials, product reviews, and engaging storytelling.
The Power of Long-Form Video
Long-form video has its own place and audience on YouTube. It caters to viewers who crave detailed information, entertainment, and immersive experiences. With the rise of vlogs, tutorials, and storytelling content, YouTube remains a valuable platform for creators looking to engage with their audience on a deeper level.
In addition, search-based videos have a significant presence on YouTube. Users frequently turn to the platform to find answers to specific questions and learn about various topics. Optimizing videos with relevant keywords, eye-catching thumbnails, and compelling titles can help videos rank higher in search results and attract a more targeted audience.
| Advantages of Long-Form Video on YouTube | Benefits of Search-Based Videos |
|---|---|
| Opportunity for in-depth tutorials and product reviews | Targeted audience looking for specific information |
| Engaging storytelling and immersive experiences | Potential for higher search rankings |
| Ability to build a loyal community of viewers | Increased visibility and discoverability |
While short-form video may be the trend of the moment, YouTube’s long-form and search-based content continues to attract and engage a significant audience. Content creators who tap into these opportunities can carve out their niche and build a loyal community of viewers.
Marketing Strategy: More Formats
Viewers are not just focusing on one viewing format. Personalization is the key. Creators who combine multiple formats: long videos, shorts, live, podcasts see more success and increase in view rate.
According to Think with Google Report “68% of respondents (online 18- to 44-year-olds) say they like the convenience of being able to watch different video formats all on one platform“.
That also goes for advertising. Those who use two or more video formats are more likely to see an increase in brand awareness.
Last year, in our 2023 YouTube Trends article, we predicted that content creators should focus more on Short Format videos (popularly known as YouTube Shorts). However, now we see that combining multiple formats is a better ingredient to success. Why? Because viewers want to get a deeper understanding of the topic and that can be achieved through longer format videos.
Social Commerce Will Continue to Rise
Social commerce, the integration of online shopping with social media platforms, has been steadily growing in recent years and shows no signs of slowing down. As consumer behavior shifts towards digital channels and social media becomes an integral part of our lives, businesses are recognizing the importance of having a strong social media presence to drive sales and engage with customers.
Online shopping has become increasingly popular, especially with the convenience and accessibility it offers. With just a few clicks, consumers can browse through a wide array of products, read reviews, and make purchases without leaving the comfort of their homes. Social media platforms have capitalized on this trend by incorporating shopping features directly into their platforms, making it seamless for users to discover and purchase products. In fact, “over 40% of global shoppers say they have purchased products they discovered on YouTube” (Lemonlight.com).
One of the key advantages of social commerce is the ability to leverage the power of social media influencers. Influencer marketing has been on the rise, with brands collaborating with popular social media personalities to promote their products and services. These influencers have a dedicated following and their recommendations hold significant weight among their audience, leading to increased sales and brand exposure.
Social commerce is not limited to big brands; small businesses and individual sellers can also benefit from this trend. Social media platforms provide a level playing field, allowing businesses of all sizes to showcase their products to a global audience. However, it’s important for businesses to understand their target audience and create a social media strategy that resonates with their customers.
Using AI as Your Personal Helper to Target the Right Audience
AI is not just helping you create content, but decide how to target your audience. One British Furniture Retailer used AI to decrease advertising costs. In the past, determining the optimal balance between in-stream and bumper ads required guesswork. Now, the company relies on Google AI to decide the frequency and target audience for each ad, creating a personalized media mix based on user profiles, including demographics, interests, and viewed videos.
Insights from a video reach campaign have allowed them to enhance their strategy for brand campaigns and gain a deeper understanding of audience preferences on YouTube. Final results = 36% increase in unique reach (just focusing and running one campaign instead of two), and 45% drop in cost (Think With Google).
Focus on CTV Ads: Unique Storytelling
Advertising on YouTube can be expensive. Viewers are mostly ignoring skippable in-stream and in-feed video ads. However, blending those two and tailoring it for Connected TV (CTV) can be a winning combination.
One company created tailored ads, with longer run times of three to five minutes, and increased its view rate to 50%. Those CTV ads reached 53 million unique viewers. How? Well, those longer ads allowed them to delve deeply into its product features.
They also drove customers toward purchases through Search and the website and thus drove its conversions rates up even higher. Another clever move was that the company placed QR codes to address potential obstacles in direct TV-based purchases. Video campaigns are still bringing results, but you need to know you brand and your customers and deliver ads strategically to see results (Think with Google).
The Benefits of Social Commerce
Social commerce has the potential to revolutionize the way we shop. It offers a personalized and interactive shopping experience, allowing consumers to discover new products, get recommendations from friends and influencers, and make informed purchasing decisions. With the rise of social commerce, businesses have a unique opportunity to connect with their target audience, build brand loyalty, and increase sales.
| Advantages of Social Commerce | Challenges of Social Commerce |
|---|---|
| Direct integration with social media platforms Increased brand exposure and reach Ability to leverage social media influencers Enhanced customer engagement and interaction Personalized recommendations and targeted advertising | Managing customer expectations Ensuring secure and reliable transactions Competition from other businesses Maintaining a consistent brand image across platforms Adapting to changing consumer preferences |
As social commerce continues to evolve, businesses need to stay informed about the latest trends and technologies to stay ahead of the competition. By understanding consumer behavior, leveraging the power of social media influencers, and investing in a strong social media presence, businesses can tap into the growing market of social commerce and drive sales success.
The Rise of Vlogs on YouTube
Vlogs, short for video blogs, have become a popular form of content on YouTube. They provide a unique opportunity for content creators to share their personal experiences and thoughts with their viewers. Vlogs offer an authentic and unscripted look into the lives of the creators, allowing viewers to connect with them on a personal level.
Similar to reality television, vlogs often focus on specific topics and document the creator’s journey. This personal storytelling style has resonated with audiences, leading to high engagement and loyalty among viewers.
One of the reasons vlogs have gained traction is their relatability. Viewers enjoy seeing the ups and downs of a creator’s daily life, as it makes them feel like they are a part of their world. Vlogs cover a wide range of themes, from travel and lifestyle to fashion and parenting, catering to diverse interests. This versatility has contributed to the popularity of vlogs and their ability to attract a wide range of viewers.
The rise of vlogs is closely tied to the shift towards personal storytelling in the media landscape. Audiences are drawn to narratives that feel real and authentic, and vlogs provide just that. Additionally, the interactive nature of YouTube allows viewers to engage with creators through comments and social media, creating a sense of community and connection.
Advantages and Disadvantages Vlogs
| Advantages of Vlogs on YouTube | Disadvantages of Vlogs on YouTube |
|---|---|
| Vlogs offer an authentic and personal connection with viewers. | Creating consistent vlog content can be time-consuming and challenging. |
| Vlogs allow creators to showcase their personal experiences and thoughts. | Vloggers may face privacy concerns and the need to establish boundaries. |
| Vlogs provide an opportunity for audience engagement and community building. | The success of vlogs depends on the vlogger’s ability to captivate and retain viewers. |
“Vlogs offer a unique and personal storytelling format on YouTube, allowing creators to share their lives and experiences with their audience. The authenticity and relatability of vlogs have contributed to their appeal and popularity among viewers.” – [Unknown YouTube Creator]
Vlogs have become a significant trend on YouTube, as they allow creators to connect with their audience on a personal level through authentic storytelling. The rise of vlogs can be attributed to the desire for relatable content and the opportunity for viewers to be part of a creator’s journey. Whether it’s documenting travel adventures, sharing parenting experiences, or showcasing a specific passion, vlogs have captured the attention and loyalty of YouTube viewers worldwide.
Gen Z is Blurring the Line Between Creators and Audience
Fan communities are growing and impacting popular culture. Fans now have a more active role in shaping the culture; that includes more engagement. An interesting fact is that 41% of Gen Z consider themselves as video content creators (Think with Google).
But the roles are now more diverse – that includes meme creators, commentators, and professional fans with dedicated followings. People now prefer to watch creators ‘breaking down a major event’ or ‘roasting it’ rather than the event itself (Think with Google).
Comedy and Sketch Videos on YouTube
Comedy and sketch videos have a universal appeal and often go viral on YouTube. The platform is home to a diverse range of comedy channels that cater to different tastes, ensuring a wide variety of content options for viewers.
From short sketches and parodies to stand-up performances and humorous commentary, comedy videos on YouTube generate a significant following and engagement. They provide an opportunity for content creators to showcase their wit and creativity, and viewers enjoy the entertainment value these videos bring.
Comedy videos have the potential to reach a large audience and be widely shared on social media platforms. The humor and relatability of these videos make them highly shareable, resulting in increased engagement and exposure. Through the power of comedy, creators can connect with their viewers on a personal level, evoking laughter and creating a sense of community. Whether it’s through clever wordplay, slapstick humor, or satirical commentary, comedy videos on YouTube offer a much-needed escape and entertainment for viewers around the world.
“Laughter is the best medicine.” – Unknown
Creating Engaging Comedy Videos
When it comes to creating comedy videos on YouTube, there are a few key factors to keep in mind. First and foremost, it’s important to know your audience and understand what type of humor resonates with them. Different demographics have different preferences, so tailoring your content to your target audience will help maximize engagement.
Consistency is also key. Regularly uploading new comedy videos will keep your audience entertained and coming back for more. Engaging with your viewers through comments and social media can help foster a sense of community and loyalty.
Lastly, don’t be afraid to experiment and try new things. Comedy is an ever-evolving art form, and embracing fresh ideas and trends can help keep your content relevant and exciting. Whether it’s through clever skits, improvisation, or relatable storytelling, finding your comedic voice and style will help you stand out in the crowded world of YouTube comedy.
Shopping Sprees and Haul Videos
In the world of YouTube, shopping sprees and haul videos have become a popular trend among viewers. These videos give creators a chance to showcase their latest purchases, whether it’s clothing, beauty products, or home decor. Shopping sprees often feature the creator going on a fun shopping adventure, exploring different stores and sharing their excitement with their audience.
Haul videos, on the other hand, focus on displaying the items the creator has purchased. These videos offer viewers a closer look at the products, allowing them to see them in detail and hear the creator’s thoughts and opinions. Haul videos are beneficial for both content creators and viewers. Creators can share their unique style and preferences while viewers can get inspiration for their own shopping endeavors.
Product Reviews and Influencer Marketing
Product reviews are a significant part of shopping sprees and haul videos. Content creators often provide their honest opinions about the products they have purchased, discussing the quality, functionality, and overall value. These reviews can influence viewers’ purchasing decisions, as they trust the opinions of the creators they follow.
Influencer marketing is another aspect of shopping sprees and haul videos. Brands often collaborate with content creators to promote their products and reach a wider audience. Influencers may receive free products or compensation in exchange for featuring the brand’s items in their videos. This form of marketing has proven to be effective, as viewers are more likely to trust the recommendations of their favorite creators.
Bonus: 2024 YouTube Trends
Use of Video Tools
Less is more, or is it? Well, when it comes to YouTube then it’s the opposite. Videos tools are gaining in popularity and, well, viewers need them. Clipping tools, for example, allow viewers to cut longer videos to make smaller clips and then repost that content. creators do the same to post highlights. Filters and effects can change the entire look of the clip which means more viewers.
In fact, 65% of Gen Z say that they use filters and effects in video apps. Remixing is not only for professionals now (Think with Google Report). It has become a standard. Remixing audio and videos give people the opportunity to actively participate in the community. And let’s not forget avatars. Yes, with virtual characters, creators express even more creativity and can present themselves in a completely new way.
AI Love
AI has given creators opportunity to speed up the process of content creation. Some concepts can be brought to life with AI. For example, musical artists can add interesting visualization, made by AI, that accompanies their music. That in turn, can attract more viewers.
Not just that, AI also helps in crashing language barriers. With AI, content creators can translate their content into multiple languages and thus gain global audience. Generative AI enables new kinds of creativity (Think with Google).
Conclusion: 2024 YouTube Trends
As we look ahead to 2024, it’s clear that YouTube continues to be a dynamic platform for content creators and businesses alike. Understanding and embracing the latest YouTube trends is crucial for achieving success in content creation and social media marketing.
Short-form video remains a dominant trend in the digital landscape. YouTube offers unique opportunities for long-form content, search-based videos, and leveraging the power of the YouTube algorithm to boost visibility and reach.
Social commerce is on the rise, and building a strong social media presence is essential for businesses and content creators. By staying up to date with the ever-evolving YouTube algorithm, optimizing videos for reach, and focusing on factors like thumbnails, click-through rate, and audience engagement, you can attract and retain viewers on the platform.
To achieve YouTube success in 2024, it’s important to stay ahead of the curve by embracing emerging trends and technologies. Whether you’re creating comedy, vlogs, lifestyle videos, or any other type of content, keeping an eye on 2024 YouTube Trends will help you thrive in the competitive world of social media marketing.
