Youtube presented the Culture and Trends 2022 report, where it analyzed how pop culture evolved and the role of Generation Z on the impact of content creation.
As one of the first conclusions, it was found that people are generating videos that are much more personalized or focused on niches, generating more affinity with users. In other words, passions are having a very strong effect on the type of content created and consumed, what the platform calls the “professional fan.”
Trends that mark the culture
Within the report of Youtube Three main concepts were drawn that condense the new trends: Community creativity, multi-format creativity and receptive creativity.
The first is part of what was mentioned above. “Communities are building online conversations by taking niche passions and turning them into larger shared experiences,” YouTube reported, referring to people creating content they love and finding like-minded followers there.
The other point, the multiformat, is the adaptability of content creators. Not everyone who uploads videos sticks to long-term or short-term products, rather they do a mix of both and can be easily adapted.
The third, responsive creativity, calls out an interesting point that “people continue to turn to video to meet specific personal needs.” An example is that 83% of the Generation Z watch content to relax, in response to that the content adapts and that’s why there are so many products about “comfort creators”, atmosphere and ASMR.
Generation Z is a major player
All those born between 1995 and 2000 are a fundamental part of all this research, not only as consumer actors but also as content publishers, because 85% say they have uploaded at least one video to the platform.
Regarding their consumption practices, 65% consider that the content that is most relevant is the one that speaks to them personally and is addressed to them, compared to the one that is created for another group of people. 55% say they see content that no one else in their close circle does.
The foregoing allows people to be much more rooted in their tastes, that they are interested in delving into them and that is why 61% say they are a superfan of someone or something, this was born from entertainment and that nourishes the formats that are created in the present.
In this way, trends today are marked by a common factor: what interests the creator later finds an equal user. This in a landscape with multiple formats, such as memes that are well regarded by Gen Z, even value when brands use them, or short videos that become a springboard for longer-lasting products, according to 59% of users. surveyed.
In the future, important trends will emerge from creativity that is not restricted to any digital video format or medium. As a result, we can expect hybrid creators and continuously remixed/remixed trends to become the new norm,” YouTube concluded.