In order to throw some light on what is motivating the most recent Gen Z video trends and how that relates to digital strategy, YouTube has launched a new report titled “Culture and Trends” that integrates findings from ten different nations.
Three major tendencies that emerged from YouTube’s data set are examined in depth in the 55-page report:
- Responsive Creativity: YouTube also points out that throughout the pandemic, formats that cater to emotional demands, such as “comfort creators,” “vibe content,” and ASMR, have grown in popularity.
In comparison to when we conducted our poll a year earlier, “83 percent of Gen Z have utilized YouTube to watch calming content that helps them relax.”
- Multi-format Creativity: In an effort to capitalize on major trends while still leveraging the community and revenue advantages of longer-form clips, the rise of short-form video has also, rather naturally, led to more artists producing a greater range of content.
- Community Creativity: Communities are taking specialized interests and transforming them into bigger, shared experiences by utilizing the connective benefits of the web.
According to reports, young people concur that information that is directly relevant to them is more significant than information that is widely discussed.
You can read full-depth data here.