The place are you able to go to study one thing new, be entertained and discover neverending lo-fi music streams? YouTube, in fact.
If you happen to haven’t put a lot thought into your YouTube advertising and marketing technique, that is your signal to begin. In response to The 2024 Social Media Content material Technique Report, greater than three-quarters (78%) of all social customers have a YouTube profile. YouTube can be the main platform for long-form video content material (and has been since its launch in 2005).
So, what was trending on YouTube in 2024? And the way will the platform evolve in 2025? On this article, let’s dive into 13 present and rising YouTube tendencies you’ll want to know to gas your video technique.
Present and rising YouTube tendencies
YouTube is a jewel in any digital marketer’s crown. However similar to any platform, social media tendencies on YouTube come and go.
The problem lies in maintaining monitor of what trending YouTube content material is on the rise, what’s at present making waves and which tendencies are already on their approach out.
Use this record of 13 related YouTube tendencies to encourage your personal content material.
Quick-form video
The ubiquity of vertical short-form video content material on social media exhibits no indicators of slowing down. In response to The 2024 Content material Benchmarks Report, 81% of shoppers need to see extra short-form model movies.
If you happen to don’t binge-watch TikTok movies or Instagram Reels each day, you possible know somebody who does. YouTube’s tackle the format, YouTube Shorts, is gaining popularity by the day. The platform now will get an common of 70 billion views each day (up from 30 million in 2021).
This mobile-first function permits manufacturers to achieve new customers, check totally different content material kinds and enhance their following. YouTube additionally recurrently releases new instruments and options. One instance is extending the period restrict for Shorts from 60 seconds to 3 minutes, giving entrepreneurs extra inventive freedom.
Professional tip: Repurpose your TikTok or Instagram Reel content material for YouTube Shorts. That is particularly helpful if you wish to appeal to a world viewers—40% of YouTube Shorts customers aren’t on TikTok or Reels. Simply take away any platform watermarks first.
We love how beverage model Liquid Loss of life makes use of YouTube Shorts to create high-energy, entertaining content material that aligns with their rebellious model. They use a robust visible hook, fast edits and a novel topic to maintain their viewers engaged. Within the video, YouTuber and vlogger Airrack flies Liquid Loss of life’s fighter jet and performs a recreation of “Attempt to not blackout.” The remainder of the video exhibits Airrack and his buddies making an attempt to face up to the G-force, to hilarious outcomes.
Dwell movies
Dwell video isn’t new, nevertheless it’s additionally not out. A Statista survey discovered that 1 / 4 (25%) of US adults watch stay stream video a number of occasions a day. That’s quite a lot of time to make an impression.
YouTube has piloted some thrilling new livestream instruments. Watch With is a brand new software that permits creators to supply stay commentary, evaluation and real-time reactions to video games and occasions.
Their Multiview function lets viewers watch as much as 4 stay applications concurrently with out switching between channels. The Coachella Music Competition used this function to create a “first of its form” viewing expertise. Followers may watch performances from 4 of Coachella’s six phases directly and choose audio from one stage at a time.
Social commerce
Social commerce performance has been a serious focus for a lot of prime platforms over the previous few years. Specialists predict that by the top of the 12 months, there might be 110.4 million U.S. social media customers, almost half of all social media customers.
YouTube isn’t any exception, with a full suite of procuring options, like the power to tag and spotlight merchandise in movies and stay streams. Newer options embody Buying Collections, which lets creators curate merchandise round themes or matters. The Affiliate Hub is one other addition, designed to attach creators with manufacturers for affiliate marketing online partnerships.
Activewear model Popflex’s YouTube Shorts are a masterclass in social commerce. On this video, founder Cassie Ho shares a humorous but informative behind-the-scenes have a look at how a brand new product—a low-rise working quick—got here to be. She exhibits the design course of, highlights key advantages and options and gives a fast styling tip. Whereas the product is tagged within the video, it doesn’t really feel overly promotional, because of the worth Cassie delivers.
Creator-led content material
The creator economic system is greater than only a buzzword within the business. Shoppers belief creator-led content material greater than brand-created content material. Creators humanize manufacturers and provide an genuine voice.
Good creators perceive and join with their audiences, which, in flip, makes these viewers belief them. In response to The 2024 Influencer Advertising and marketing Report, almost half (49%) of all shoppers make each day, weekly or month-to-month purchases due to influencer posts.
Clothes model REVOLVE pairs two common influencers collectively—Vinnie Hacker and stylist Jason Bolden—with the latter providing vogue tricks to the previous. The video integrates the clothes very naturally whereas exhibiting off their personalities.
Model storytelling
Shoppers love tales. Manufacturers that use storytelling effectively join with their audiences round shared values and experiences and convey authenticity.
Probably the greatest methods to make sure your model storytelling hits the mark is to leverage voice-of-customer suggestions. Use social listening instruments to trace quickly shifting shopper expectations and preferences. It will assist your model stand out in your business.
Out of doors activewear model The North Face takes model storytelling to new heights by sharing quick documentaries that includes athletes snowboarding, climbing and varied different out of doors sports activities. YouTube’s long-form horizontal video format works completely to point out off the cinematic nature of those movies.
Gaming and neighborhood content material
Dwell streaming video video games is an interactive, enjoyable strategy to construct neighborhood and loyalty first whereas selling your model and merchandise within the background.
Even in the event you’re not a gaming model, there’s rather a lot to study from the recognition of this content material. To get impressed, have a look at creators like Kelsey Impicciche, who has grown and cultivated a neighborhood of almost one million YouTube subscribers who watch her play The Sims 4 and different video games.
She engages her viewers with distinctive challenges and collection like her “100 Child Problem.” Kelsey additionally has a secondary channel the place she posts unedited stay streams—an effective way to repurpose content material with minimal effort. Lastly, she makes use of Shorts to submit extra digestible content material, akin to clips from her gaming movies or humorous life updates, and Posts for essential bulletins, like merch drops or adjustments to her importing schedule.
Stress-free or comforting content material
Many people have leaned exhausting into consolation content material to loosen up and take our minds off issues.
This phenomenon can be true on YouTube. Individuals flip to the platform for movies that assist them loosen up or really feel comforted. A 2024 survey discovered that 39% of Gen Z respondents think about YouTube extra enjoyable than conventional TV, streaming platforms and films.
Whether or not this implies you’re watching a day-in-the-life vlog whereas making breakfast or have an ambient Lofi Lady video on whereas working from residence, this trending YouTube content material will help us all decompress from the stress of each day life.
Some YouTube creators have made it their model. Kennedy (aka Cozy Okay) payments herself as a consolation creator, recurrently posting vlogs or body-doubling movies of her studying or cleansing.
YouTube for the TV
In distinction to YouTube TV, the subscription service that provides stay TV viewing throughout 85 channels on desktop, cell and sensible TVs, the YouTube TV app permits customers to look at YouTube on their TV.
Viewers watch a billion hours of YouTube content material on tv each day. On prime of this, the watch time for sports activities content material on TV has grown over 30% 12 months over 12 months as YouTube is now a one-stop store for clips, highlights and post-game interviews.
To take advantage of this viewing format, take the time to get to know your TV viewers. Perceive how your content material performs by metrics like TV watch time, views, common view period and new subscribers from TV.
Additionally make your content material as ‘TV-like’ as potential by upping the manufacturing worth and leaning into episodic content material. For instance, furnishings firm Wayfair created “Iconic Objects”, a collection that explores the distinctive backstories of common objects in residence design.
Within the episode under, host Becky Lynn, a YouTuber and inside designer, explores the historical past of the Crock Pot (and the way the TV present “This Is Us” nearly ruined its popularity).
Cross-platform storytelling and multiformat content material
The content material you create for longer horizontal and shorter vertical YouTube movies doesn’t need to be mutually unique. Quick-form, vertical video is common proper now however that doesn’t imply horizontal video is lifeless. 96% of Gen Zers within the U.S. say they watch each short-form and long-form movies on YouTube.
Moreover, short-form video is now not only for cell audiences. Final 12 months, views of YouTube Shorts on related TVs within the U.S. grew by greater than 75%.
In brief, to maximise your attain, you’ll want to inform tales throughout a number of codecs. You probably have an extended YouTube video you need to drive individuals to, create distinctive, bite-sized YouTube Shorts to put it up for sale.
Lean into the nuances of every content material fashion. Use Shorts to capitalize on viral tendencies or share fast ideas. Create longer movies for extra research-heavy, nuanced matters.
Health creator Taliyah Joelle is a superb instance of this multi-format method. Her longer movies are primarily vlogs or academic how-to guides, whereas her Shorts are fast, digestible #GRWMs (Get Prepared With Me) and exercises. She repurposes clips from her longer movies into Shorts to maximise her long-form content material.
The brand new meme content material
Trending sounds and movies from short-form video platforms have created a brand new strategy to meme.
As these platforms have developed, so has their meme content material. Whereas lip-syncing to viral sounds remains to be prevalent, 2024’s hottest tendencies had been extra conceptual.
For instance, the “suspect working problem” or the “we hear, and we don’t choose” pattern gave customers a framework for humorously roasting a beloved one or confessing one thing innocent (in concept).
Nonetheless, the “Gen Z advertising and marketing script” pattern was enjoyable and easy for sudden manufacturers to participate in. Working example: the Nationwide Oceanography Centre. The group used the pattern to spotlight the centre’s key options in a humorous and digestible approach.
Professional tip: Some YouTube tendencies are evergreen. Some come and go. Along with leaping on trending memes and audio, maintain monitor of YouTube trending content material and take into consideration adapting these matters into tales that make sense in your model to inform.
Explainers and video essays
Even in a social media panorama dominated by quick, digestible content material, many customers come to YouTube for enjoyable and useful insights. The 2024 Social Media Content material Technique Report discovered that 66% of social customers discover edutainment to be probably the most participating model content material, much more than skits, memes or serialized codecs.
Notably, youthful audiences love to look at deep-dive movies that supply extra nuanced insights or thorough explanations round a specific matter. In response to Google analysis, almost three-quarters (74%) of Gen Z respondents mentioned they typically spend extra time watching content material that discusses or unpacks one thing than the factor itself (for instance, a film trailer, a brand new music video or a big cultural occasion).
GRMNT is an organization that provides made-to-order clothes and vogue design programs. It makes use of YouTube to share masterclass movies and explainers investigating the rise (and generally fall) of common vogue homes like Burberry or Yeezy.
Response and commentary movies
Response and commentary movies have grown into their very own content material style, spanning quite a few subcategories—from actuality TV recaps to album first listens.
Their reputation is simple. A Google survey discovered that 64% of individuals really feel watching occasions just like the Oscars or the Grammys feels incomplete with out reactions, commentary and associated content material. Moreover, 60% mentioned they’d moderately watch creators break down a serious occasion than watch the occasion itself.
Netflix created a response collection with drag queens Trixie and Katya, “I Prefer to Watch.” Within the collection, they watch common Netflix films and exhibits and share their unfiltered takes. The collection is profitable as a result of Netflix permits Trixie and Katya to be themselves. They share sincere opinions—even when these opinions are damaging.
This authenticity helps Netflix construct belief with its viewers. It additionally positions the corporate as a enjoyable, self-aware model that doesn’t take itself too significantly.
Video podcasts
Now not an audio-only medium, extra individuals are listening and watching podcasts on YouTube. In 2024, customers watched over 400 million hours of podcasts month-to-month—and that’s simply on televisions. YouTube is a superb platform for discovery. In response to a Cumulus Report, 84% of surveyed Gen Z month-to-month podcast listeners within the US have discovered a podcast on YouTube.
When customers create a podcast on YouTube, they’ve entry to many options to assist promote their present, akin to inclusion within the YouTube Music app and eligibility to be featured on YouTube’s devoted podcast web page.
Google knowledge evaluation discovered that podcasts with video—notably these that includes hosts on digital camera—carry out higher than podcasts with static visuals. Shorter clips from the podcast may also be repurposed as YouTube Shorts to spice up attain.
“Why Gained’t You Date Me” is a long-running podcast by comic Nicole Byer. Importing video episodes to YouTube provides a brand new layer to the present’s storytelling and humor.
Within the episode under, the set is embellished with Sonic the Hedgehog memorabilia to honor the visitor, actor Ben Schwartz, who voices Sonic within the films. Nicole even wears a Sonic costume, making the visible expertise as entertaining because the dialog.
How YouTube search tendencies can improve your content material
Does creating impactful YouTube content material technique really feel like a guessing recreation? It doesn’t need to be. YouTube search tendencies reveal what viewers are actively in search of. Manufacturers and entrepreneurs can use this knowledge to create movies they know their viewers will love—earlier than they even ask for it.
For instance, in the event you’re a social marketer for a meals model and see that “meal prep concepts” are trending, you may submit a meal prep recipe video that includes your product.
YouTube can be the world’s second-largest search engine, powered by Google. Optimizing your content material for YouTube search makes it extra discoverable each on the platform and past, boosting your attain and streamlining content material planning.
Listed below are a number of common methods to faucet into YouTube search tendencies.
Sprout’s YouTube Listening
With Sprout’s YouTube Listening software, manufacturers can tune into precisely what their viewers cares about most. Use it to uncover trending matters and hashtags, perceive viewers demographics and preferences, and establish related thought leaders and influencers.
YouTube’s Trending web page
YouTube’s Trending web page highlights what’s capturing consideration proper now—from viral moments to blockbuster film trailers. Up to date each quarter-hour, it’s a real-time pulse examine on what’s common with customers in your nation. Whereas the tendencies gained’t essentially be particular to your viewers, the web page is a strong supply of inspiration and a strategy to maintain tabs on web tradition. Use it to search out the most recent viral problem or breaking information to react to.
Google Tendencies
Google Tendencies exhibits what individuals are looking out in nearly actual time. Use it to shortly discover common phrases, discover or gauge curiosity in a specific matter, refine searches by area or metropolis and discover tendencies throughout Google properties like YouTube Search. It additionally permits customers to arrange alerts to obtain automated electronic mail updates on trending matters of their space.
Optimizing your channel
When you’ve gathered the search knowledge you want from the instruments above, listed below are some simple methods to make use of it to make your content material simpler to search out. Begin by including key phrases to your video titles, descriptions, and tags. In your descriptions, embody timestamps and hyperlinks to associated movies or channels so viewers can shortly discover what they’re in search of. Lastly, organizing your movies into playlists or seasons makes them extra binge-worthy. It additionally helps the YouTube algorithm higher perceive your channel’s content material and push it to the best individuals.
Reply to (and anticipate) YouTube trending content material
If you happen to’re critical about making YouTube a serious a part of your model’s social media technique, you’ll want to keep present on trending YouTube codecs and content material. You don’t need to refresh your technique with YouTube tendencies or references which can be already previous information.
Nonetheless, some YouTube trending content material is timeless and might seamlessly match into your technique. This record is a superb place to begin.
Faucet into these tendencies to raise your technique. Once you’re able to ramp up your content material on the platform, try these YouTube advertising and marketing instruments to streamline scheduling, measuring and managing your YouTube content material and neighborhood.
