The urban genre, comedy and personal stories were the themes that marked the activity of users during this 2022 in Youtubewhich in its annual report highlighted how new artists, local talent and closeness to the community were the trends that helped many content creators grow.
Artists like blessed in Colombia, standing in Chili, king Y Tiago PZK in Argentina Y the yaki Y Eden Munoz in Mexico They are the sample of how their countries supported them during this year, putting them at the top of the lists of the platform of Google and boosted their careers.
But the content creators also received support by generating closer stories with the public in their country or the fans who have been following them for some time.
“One of the most prominent is the participation of the communities or the fandom. Now we have a much more participative audience in raising certain voices and making certain phenomena stand out. Some cases are Kimberly Loaiza and Juan de Dios Pantoja, who shared intimate moments of their lives such as being parents,” he said. Karla Agisculture and trends manager for Canada Y Latin America in Youtube to TechMarkup.
So the identity was the connection point for the content to be successful, either because of a closeness to the artist and the genre or because of the stories that were created.
As it happened with the interview of Juanpis Gonzales a Gustavo Petrowho was running for president in Colombiaor the five goals of Lionel Messi with the Argentine National Team in view of Estonia in preparation to World.
To this is added that the adaptation to different formats allows content creators to grow more easily and that has been the way to materialize the trend of this 2022.
“It is a year in which the importance of digital communities has obviously increased, where the creators who have stood out are those who understand multi-format production and there is a consolidation of the role of local artists. At this time, an emotional connection with the user is key”, commented Agis.
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The urban genre dominating in Latin America
The music video category has a strong presence of artists who focus on this type of music, be it reggaeton, rap, trap or cumbia. both in Chile, Colombia, Argentina and Peru the urban genre dominated the top ten.
In Chili the most listened to artists were The Jordan 23, Standly, PAILITA, Cris MJ and AK4:20, all young singers and focused on the urban. The same thing happened in Argentina with voices like Rei, Tiago PZK, Maria Becerra and Bizarrapwhich is a phenomenon of Youtube.
For Colombia the name of blessed He was the great dominator, the singer from Medellín has four songs among the ten most listened to in the year. But other local reggaeton artists also appear, such as Rayan Castro, Feid, and Karol G.
This is because “they represent a new generation and a new visibility to a group of fans that were not represented before, we see it in the approach to neighborhood and street culture that is much more faithful to what is lived in these countries day by day.
A work complemented by the agile way in which the growth of new artists is being presented, because “before it took longer, but now the diversity of formats allows these personalities to rise and feel more natural”, as is the case of the Shorts and the direct ones.
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Customs left by the pandemic
2020 and 2021 were years in which the rate of consumption was different from the rest due to the context of the pandemic, but after normalization in 2022 in Youtube They detected that many of those habits that users acquired are still present.
One of the strongest customs is the participation of the community because the covid-19 and the quarantines transferred many interactions to the digital environment, this allows users to feel “much more committed to interacting with the content of a creator”.
The role of comedy is another habit inherited from the pandemic in Latin America. “Although we have already left the situation we had in 2020, when we felt overwhelmed, the current situation globally makes us look for things that are warmer, more familiar and that connect us,” he said. Agiswho gave the example of the Short from El chicanero that went viral throughout the region, recounting the way in which flip flops are used as a homemade ‘weapon’.
Finally, it is also highlighted that thanks to the pandemic, content that has a visual twist is created and sought, such as the example of Inmagic, which positioned magic as one of the most attractive types of content in Shorts.