YouTube Releases Age Z Culture Report: 13 Core Data and 7 Content Directions
Recently, YouTube released a new "Culture and Trends" report. The 55-page report focuses on Gen Z video trends and provides instructive marketing recommendations for brands based on these trends. (Reply to the keyword [youtube Z era] in the background of the official account to download the full report)
1. Report core data:
85% of Gen Z have posted video content online.
65% of Gen Z agree that what is personally relevant to them is more important than what many people are discussing.
55% of Gen Z agree that they watch content that no one they know is interested in.
Three forms of promoting popular culture: community creativity, multi-format creativity, and responsive creativity.
Community Ideas:
61% of Gen Z admit to being a big/big fan of someone/thing.
Multi-Format Ideas:
63% of Gen Z have followed one or more Meme accounts in the past 12 months.
57 Gen Z likes the way brands get involved in memes.
59% of Gen Zers use short video apps to discover things and then watch the live video version.
Responsive Ideas:
90% of Gen Z have watched videos that made them feel like they were in a different place.
83% of Gen Zers have used YouTube to relax by watching soothing content.
69% of Gen Z regularly return to content or creators that make them feel comfortable.
82% of Gen Z have used YouTube to watch nostalgic content.
53% of Gen Z find online horror content attractive to them.
Two, the three driving forces of popular culture
- Community Creativity
YouTube defines a "community" as a group of shared identities or interests that actively interact online. The interests of these groups are diverse, ranging from choreography to watches to fragrances.
Community creativity is generated by people creating around common interests.
The most striking of these is the "fan community". Once fans were the lower reaches of the entertainment industry, now they are the core of the entertainment experience.
For brands, actively engaging with the fan community and looking for an endorser or collaborator who is trending is an easy way to join the conversation.
At this time, you can use the "Find Influencer" function launched by Marketing Cloud to conduct a fast, accurate and comprehensive data perspective on the KOLs on the YouTube platform.
Finding influencers who have vertical fan communities can help brands better engage with their fan base. How to carry out scientific screening, you can check 👉🏻 Overseas influencer marketing is not effective? The first step you did wrong
- Multi-format creativity
As watching and creating video becomes part of everyday life, trends flow across different formats and content types. Meme is one of the most integrated and charming creative forms. Meme is highly interactive, and its variations are also rich and varied, which is deeply loved by Generation Z.
Especially for brands, 57% of Gen Z said that they like brands to participate in Meme culture, and combining Meme with their own brand can well shorten the distance with Gen Z.
Another popular multi-format idea is the linkage between long and short videos.
Although short videos are very popular, the source of many short videos is long videos, which in turn can be completed from the narrative of supplementary short videos. If brands can attract initial traffic with short videos, and then put richer content in long videos, it will achieve a closed loop of traffic flowing on different video formats and platforms.
- Responsive creativity
Responsive creativity refers to creativity that elicits a response from the audience and adapts to their psychological and emotional needs.
In recent years, due to the impact of the global epidemic, young people have fallen into anxiety. So the interest of Gen Z viewers on YouTube has also changed.
In order to meet the needs of travel and travel, Gen Z likes to watch videos that make them feel "in a different place";
In order to meet the renewal of spiritual relaxation, Generation Z has a soft spot for ASMR video content;
In order to satisfy the yearning for different social environments, Gen Z will watch content with nostalgic feelings;
On the other hand, in order to relieve tension and anxiety in real life, Gen Z viewers will actively watch horror content.
Conclusion:
Video is becoming one of the most engaging content on social media, and understanding the preferences of Gen Z, the most active and influential group on social media, can help brands create more impact on YouTube and other social media platforms video content.
In YouTube's report, there are also multiple cases that have caught the eye of the Gen Z crowd. You can download the full text of the report by replying to the keyword [youtube Z era] in the background of the official account.