With over a third of the global population accessing it every month, YouTube stands as one of the top social platforms online. Adding to this, it is easily the most popular video platform by a landslide. Very much like Google, it has become its own verb, with the phrase “YouTube it” becoming a daily solution. And with this much power, its an obvious strategic tool for your brand. Which is why it’s important to stay current and know the YouTube trends for 2024.
YouTube’s Current Demographic
Being one of the most popular platforms online, YouTube caters to a wide range of people. That being said, its current most popular audience holds between the ages of 25 and 34 (at 21.3%), with the second largest demographic between the ages of 35 and 44.
Regarding its younger audience (14+), however, 80% of these claim to consume content of people or topics they are “fans” of on a weekly basis. Essentially, though they are less represented, they are dedicated to what they find entertaining.
4 Big Bets from YouTube
Earlier this year, YouTube’s own CEO Neil Mohan drafted a letter outlining the “4 Big Bets” he predicted would continue to rise in 2024. Starting with…
- AI will empower human creativity. With additions of AI-powered tools such as Dream Screen and Dream Track, YouTube wants to continue integrating AI not to replace human creativity but, instead, to “empower it”.
- Increase earning potential for creators. While your brand may (or may not) be considered a “creator” on YouTube, the revenue potential continues to expand via YouTube Shopping.
- YouTube’s next frontier is the living room and subscriptions. According to this report, YouTube is the leader in stream watch time for the past 11 months. In other words, YouTube is starting to replace traditional TV viewing. It is also growing its subscriptions list, with over 8 million current subscribers to YouTube TV.
- Ensuring high-quality content with responsible monitoring guidelines. Mohan ends his letter by reiterating YouTube’s dedication to providing high-quality content that is appropriate and useful. YouTube recognizes the power its content carries, and requires its video creators to uphold to its standards.
Popular Video Types on YouTube
Tutorials. With up to 500 hours of new content posted every hour to YouTube, it’s important to keep your channel fresh and interesting. Best way to do that? Utilize different types of video to get your audience engaged. Need some creative inspiration? We’ve got it below.
Shorts. By the end of 2024, the estimated number of monthly YouTube Shorts users is set to be 164.5 million. That’s a lot of people. Suffice to say, honing in on the power of short-form video on YouTube is an obvious must for your brand. Here’s one we created below to highlight our Video Partner Plan.
Customer Testimonials. This is where you can get your customers involved: get their testimonials! Not only do these build trust with your other online viewers, they also establish better relationship with the customers creating them (and generate affordable video for your brand!). Here’s one below that is simple, yet very effective.
Challenge Videos. This is where you can have fun and get creative! These videos are super popular on YouTube, and help to create buzz and customer engagement. Not sure how to do one for your brand? Think of your product or service. Maybe you sell shoes, and can create a challenge to see how durable they are! Or maybe you own a coffee shop, and can challenge your customer to buy a certain number of lattes per month that wins them a prize! In short, think outside the box. 😉
Trending Updates on YouTube
As with any social media platform, YouTube is constantly changing in both big ways and small. So, to help keep you and your brand current and up-to-date, we’ve compiled a few of their key changes and focuses for 2024.
- Thumbnail Split Testing. This new feature allows you the ability to test out 3 different thumbnails for your videos, seeing which one performs best via analytics.
- Rise of AI. This one we’ve already covered above so yes, keep an eye out for new AI-powered features including green screen backdrops for your videos and much more listed here!
- The Power of the Micro-Influencer. A micro-influencer is someone who typically has a following on YouTube of 10-100k. These people are great to help promote your brand and product while still maintaining relatability.
- “Vodcasting”. YouTube has jumped on the bandwagon of podcasting with its own unique twist: “vodcasting”. Yep, if your brand has a podcast, consider joining the club of YouTube “Vodcasters”, merging your audio with the visual component.
- Keep It Personal. This one has been around a long time but is ever-desired in this online world: authenticity. Keep your video content genuine and real, so as to keep and attract a new audience.
The Trend That Will Never Change
We get it. It can be exhausting staying on top of the “current trends” in this fast-paced online world. But one “trend” that will never fade? Connection to your audience.
It is so easy to get caught up in our screens (and hey, we’re a video production company so we definitely get it! 😉 ). But people still want to connect, more than ever. In fact, 91% of polled consumers said they were more likely to buy from a brand that was honest and authentic about their commitments.
Our point? Whether posting long-form, short-form, funny, serious, informative or just for fun video, always make sure your content is relatable and will tap into what your customer needs. Involve them in your brand, engage them in your conversations, and listen to what they have to say. Trust us, you and your brand will be thankful you did.