2023 is shaping up to be another game-changing year for YouTube marketing. Is your business ready? With new trends emerging and the landscape constantly evolving, it’s more important than ever to stay ahead of the curve.
Interactive content, the continued rise of short-form video, and new opportunities for leveraging AI are just a few factors shaping the YouTube marketing landscape. Here are the top YouTube trends in 2023 that you need to watch out for (and jump on!) to succeed in the year ahead.
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Embrace the short, vertical video revolution
Short, vertical content is all the rage across social media, and YouTube Shorts is growing quickly. Adobe says “short-form video accounts for 80% of all mobile data traffic”. YouTube Shorts now has 1.5 billion monthly active users and sees more than 30 billion daily views, according to Think with Google.
This format not only adapts to how users consume video on mobile devices, but it also opens up new monetization and advertising opportunities for businesses. Many businesses are choosing to create content for YouTube’s Shorts feature instead of TikTok, due to the incentives offered by YouTube. Even MrBeast himself predicts many big names from TikTok will move to YouTube in the near future.
How to create shorts
To effectively create short, vertical content for YouTube, it’s important to approach the process with a clear intention and strategy. Here are a few tips to keep in mind:
- Start by creating videos with the intention of distributing them in a vertical format. This means thinking about how the video will look on a mobile device and making sure that it's designed to fill up the full screen.
- Even if you're primarily filming for YouTube, it's important to be mindful of how you'll be repurposing the content. Consider how the video will look on other platforms, and adjust your filming and editing accordingly.
- When filming, make sure that your subject is framed in a way that looks good in a vertical format. Avoid getting too close to the subject, as this can lead to a "cropped" look. Instead, aim to have the subject take up a significant portion of the frame, while still leaving room for text and other design elements.
- Use attention-grabbing visuals, music, and sound effects to capture the viewer's attention and keep them engaged throughout the video. Also, make sure your video is easy to understand and follow, try to avoid using too much text or information overload.
By following these tips, you’ll be well on your way to creating short, vertical videos that are great lookin’ and engaging for viewers. This increases the chances of your videos being shared and seen by more people. For more learning about YouTube Shorts, check out our “Guide to YouTube Shorts” blog post.
Leverage AI to get ahead
Businesses and creators are turning to artificial intelligence (AI) at a blistering pace as a way to gain a competitive edge. AI has the ability to generate ideas, scripts and formats for videos, analyze data, identify patterns, and even create content. All of which makes it an important tool for YouTube marketing in 2023.
One way that creators can leverage AI is by using machine learning algorithms to analyze their audience demographics, habits, and preferences. By gaining a deeper understanding of your audience, you can create more targeted and effective video marketing campaigns.
Another way that creators can leverage AI is by using it to ideate, create and optimize video content. With AI-powered tools like ChatGPT, it’s now easier than ever to develop high-quality, engaging videos. This can help you move faster, stand out, and reach a wider audience.
AI has the potential to change the way we create, analyze, and engage with our audiences. Whether you’re a business looking to improve your ROI or a creator looking to reach a wider audience, leveraging AI is a powerful strategy for 2023.
Build a thriving YouTube community
Creating unique, valuable content is essential to any successful YouTube strategy. However, it’s not just about having high-quality content. The competition is fierce on YouTube, with thousands of brands vying for attention. So how can you stand out?
By having a strong community of raving fans!
Community building has already proven to be a successful part of many channel’s strategies. If you have a strong community, audiences will stay engaged and keep coming back for more.
Your audience wants to feel like they’re a part of what you’re doing. That’s the appeal of YouTube, though many have forgotten that as it’s become more commercialized.
So, how do you build a thriving community on YouTube? Here are a few suggestions to get you thinking:
- Incorporate live elements into your content to connect with your audience in real-time and create a sense of urgency
- Providing your audience with exclusive content such as behind-the-scenes footage or special appearances to make them feel like they are part of an exclusive club
- Engaging with your audience through interactive elements such as games, polls, and submissions to encourage participation
- Giving your community a name and referring to them as such in your videos to help create a sense of identity
- Building a relationship with your audience by talking to them directly as if they're friends. Respond to their comments, and thank and acknowledge them for being with you
To sum it up, creating quality content remains important, but it’s not the only key to success. Building a strong community of raving fans is becoming more and more important. YouTube is all about community, so make sure to foster it within your channel.
Tap into the power of going live
One trend that is set to continue gaining momentum is the use of live content on YouTube. Not only is live streaming a great way to connect with your audience in real-time, but it can also be used as a powerful sales tool.
The popularity of live shopping, where brands showcase products and allow viewers to purchase them directly through the stream, has grown significantly in recent years. This trend is not limited to just big brands. Small shops and creators on TikTok have also been utilizing this feature to showcase their products and build their brand
In addition to live streaming, pre-recorded live-like content and “pop-up” streaming are also becoming popular on YouTube. Brands are using pre-recorded live-like content to simulate a live stream experience and boost engagement. Pop-up streaming, where brands go live 1-2 hours before an event to generate hype and increase fan engagement, is also gaining traction.
Vertical live streaming will also continue to be a trend on YouTube thanks to the continued rise of vertical video. As the trend of vertical video grows, brands should consider incorporating this format into their live streams to better engage their audience.
Create interactive content
Creating interactive content is becoming popular on YouTube as it helps boost engagement and make the viewing experience more exciting!
One of the fastest rising trends in this area is the use of follower interactive material such as polls, memberships, comments, and other interactive elements. According to Think with Google, the followers-decide video trend has garnered more than 100 million views on YouTube.
Another trend that is gaining traction on YouTube is the use of docuseries. Docuseries are a continuous and engaging form of storytelling that keeps viewers coming back for more. The episodic nature of docuseries means that once viewers watch one segment, they are more likely to keep an eye out for the next one.
Additionally, creating a docuseries caters to the growing trend of YouTube being watched on TVs, as it creates a more TV-like viewing experience. Brands should consider incorporating interactive elements and docuseries into their content strategy to increase engagement and retain viewers.
Lean into authenticity
Authenticity is such an important ingredient on YouTube these days as audiences crave real and relatable content. The rise of videos that have low production value, raw and unscripted styles, shows the desire for authenticity in the space. Viewers are growing tired of heavily edited and overproduced content, and are instead gravitating towards lower budget content that feels real.
To lean into authenticity, focus more on the audio quality as viewers are more likely to watch a video with bad visual quality as opposed to bad audio quality. When creating authentic content, consider filming it with handheld devices by real people, making sure it’s not overly salesy, and focusing on making your brand more personal.
Another great way to show authenticity is by going live. When you go live, your audience knows your content is less scripted and molded. If the odd mistake or hiccup happens, it doesn’t matter. We’re all human at the end of the day, and people welcome this less-than-perfect view into their favorite businesses and creators.
Authenticity is also becoming a trend in advertising, with brands hiring “UGC creators” to create authentic content for them. UGC creators are sponsored by a product but create videos that appear personal and authentic, blending in with a native feed and often feeling like reviews.
Younger audiences are turning to social media instead of Google as their main search engine, and prefer watching videos for recommendations, reviews, and educational content. Therefore, the shorter the video, the faster they consume key information. Targeting a younger demographic through authenticity and UGC creators is a winning strategy on YouTube. Even with older demographics, it’s still worth experimenting with these trends as consumer habits are constantly evolving.
Conclusion
2023 is going to be another big year of growth and change for YouTube. By following these trends and tips, businesses and creators will be well on their way to developing a successful channel. Keep in mind that things change quickly. It’s important to look at the data rolling in from your efforts and testing new ideas as you go.
As always, we’re here to help! If you need support with your YouTube marketing strategy or execution in 2023, we’re just a phone call away and are always happy to share our thoughts and perspective on what you’re up to. Book a time with our team using the banner below.
