Video content is one of the most powerful and persuasive forms of communication. It is undeniable that video is a priority when it comes to both marketing and education.
Audiences across all demographics are increasingly turning to YouTube videos to make decisions and learn something new. This year, the total number of YouTube users worldwide is expected to hit 2.6 billion. That’s around a 5% increase from 2021.
It’s not slowing down anytime soon. Here are three YouTube trends to consider in 2023.
Short-form video content is a mainstay in today’s digital landscape. Videos under 60 seconds are considered short-form content. The sweet spot depends on the topic, platform, and audience. For us, it’s typically between 15 seconds to a minute.
YouTube Shorts are similar to TikToks and Reels. They are often created from smartphone footage using tools on YouTube Shorts. Content ranges from trends, entertainment, behind-the-scenes, to educational content. The videos also stay on the platform, as opposed to having a limited lifespan like on Snapchat and Instagram Stories. Consider it as another way to establish your identity and connect to younger audiences.
YouTube’s Shorts, a response to the rise of TikTok and Instagram Reels, is limited to 60 seconds. This year, the platform is working to centralize and integrate the feature into regular monetization. Creators get a share of the revenue generated from ads played in-between Shorts.
YouTube is a utopia for visual learning. Audiences, especially younger demographics, largely use YouTube for product reviews or how-to videos. As such, it should be no surprise that another 2023 trend is micro-learning.
Micro-learning involves short bursts of learning, often covering a single topic or skill. On YouTube, this comes in the form of channels filled with instructional videos that are only a few minutes long. Large, complex topics are broken down into fast-paced, bite-sized clips packed with visual cues, animations, and demonstrations.
Attention spans are shrinking. Professionals and educators see micro-learning as a potential opportunity for employees and students. Creating short, compelling, and highly visual and interactive modules helps learners absorb information by consuming it in chunks. How-to videos on YouTube are a great example of this popular approach.
Young audiences are becoming more resistant to embellished, brand-forward content. As we discussed in one of our blog posts, Gen Z loves peer-to-peer content. Experts say consumers nowadays are more likely to trust creator-led content over brand-created content.
Consider collaborating more closely with students, vloggers, influencers, or personable individuals from the audience you’re trying to reach. Many marketers hire content creators to review their products and services. These creators are no strangers to being their authentic selves to be relatable to viewers.
Of course, there will always be a space for high-quality videos crafted by the talent you have at hand. However, more brands are co-creating influencers, vloggers, and creators with a loyal follower base. Collaborations allow brands to tap into that trust.
Of course, we couldn’t cover every anticipated trend on YouTube. Some trends are more applicable than others, depending on your industry and audience. Within the higher-education space, however, these three trends will feel timeless for a while.
In general, developing a YouTube strategy is a sure-fire investment to reach many audiences. Despite the overwhelming prevalence of young users on YouTube, older generations are embracing visual learning as well. Take time to weave in YouTube and YouTube Shorts in your digital strategy. It will surely pay off.