One thing every influencer should know is that video is one of the hottest mediums for sharing content, and it will likely remain that way for a long time to come. That means YouTube continues to be one of the most successful platforms, even if it’s one that’s been around for quite a while. Whether you’ve been a vlogger for years or you’re just starting out, knowing the top YouTube Marketing Trends of 2021 is an important step towards growing your following and your brand.
Educational and How-To Videos
We’ve spent so much time at home lately, thanks to the COVID-19 pandemic. For many people, that meant having some free time for a little life enrichment. You couldn’t go out and take that dance class you’ve always dreamed of or sign up for that cooking demonstration at your local supermarket. But you could go to Youtube to learn a new skill. And that’s why we expect educational and how-to videos to continue to be one of the top trends of 2021 and possibly beyond. Whether you’re replacing your kitchen faucet or want to learn how to apply your new makeup, you can find it all on YouTube.
Looking Behind the Scenes
This one applies more to brands and businesses than it does individual YouTube influencers, but it’s still something you should keep in mind. Take your viewers behind the scenes. Viewers are no longer content to just see your product or service in action. They want to see how it was made, discover who works in your office and find out what played a role in your humble beginnings. The more personal you can get when creating videos, the better.
If you didn’t already know, YouTube has a live streaming feature, and it’s becoming quite popular with viewers and creators alike. Expect it to become a big part of marketing strategies over the next year. Live streaming allows you to engage in real-time, answering questions and responding to comments. And it can help build your reputation. When you’re willing to go live, with no filters or edits, you come across as more authentic.
You can take a look at Netflix’s millions of subscribers to understand just how much people love to watch any kind of television series. Combine that with everyone’s passion for documentaries, and you have one of the hottest trends of 2021: the docuseries. The Oxford Dictionary defines a docuseries as “a television series that follows a particular person or group of people and their involvement in real events and situations over a period of time.”
To create one that catches attention, each episode of a docuseries must complement the next by enticing the viewer to stick around for another installment. Brands like Church’s Chicken, Stella Artois, American Express and Gillette have already caught on to this trend and used it to their advantage.
Another popular YouTube trend that is certainly on the rise is the shoppable video, and it works well for both companies and individual influencers. Imagine you’re trying to sell a product with an ad, commercial or how-to video. At the end, you may tell your viewers to check the link in your bio or visit your website. This means viewers have to take an extra step to buy the product. They may decide it’s too much trouble, they could get sidetracked or they may just not be able to find the link.
But with a shoppable video, the link to the product is right there in the video. All the viewer has to do is click on it. They’ll land right where you want them to, eliminating a step and the potential for them to move on to something else.
There’s a myth going around that people don’t want to watch hours of video online. While shorter is sometimes better — more about that in a minute — it’s not always the case. If you can tell a good story, you can engage viewers for any length of time. Companies like Toyota and Adidas have figured it out by telling stories about how their products work their way into consumers’ lives. When you tell a good story, the viewers immerse themselves, and you improve engagement with your target audience.
Now, for those who don’t want to watch a long story, the platform launched YouTube Shorts in 2020. The goal was to compete with other short-form video sources, like TikTok and Instagram Reels, and we expect it to be a huge hit in 2021. Any content creator can shoot a 60-second video with their phones, and use the tools provided to edit it down to 15-second clips. As of February 2021, YouTube Shorts had already received about 3.5 billion views per day.
Vlogger Routine Videos
If you’re not sure you have the material to create a good story and YouTube Shorts aren’t your thing, you still have options. Keep things real by giving viewers an up-close and personal look at your daily routine. If you’re a lifestyle vlogger, you may already be doing this. If you’re not, it’s time to start.
Viewers want to learn from you — and relate to you. So giving them a glimpse into how you keep it all together is a great way to let them into your world. If you’re a busy mom blogger with five kids, show your viewers how you manage to get them all dressed and fed for school in the morning. Or show them what a summer day with all the kids at home looks like.
If you’re a food blogger, show them how you prepare dinner for your family at night and who does the dishes. You can add tips or show that life isn’t always as perfect as it appears on social media.
The 360-degree videos are becoming extremely popular with viewers because they allow them to interact with video content like never before. Viewers can move it around and immerse themselves, almost like a type of virtual reality. It’s an excellent way to sell products and services, and it will gain steam in 2021.
Last but not least, we can’t deny that live stream gaming makes up some of the hottest videos on YouTube. The platform itself reports that it has over 40 million active gaming channels, and viewers spent over 100 billion hours watching them in 2020. At least 80,000 of those creators have at least 100,000 subscribers. And at least 1,000 of them have over 5 million subscribers. Don’t expect those numbers to drop anytime soon. The top games watched in 2020 were Minecraft, Roblox, Garena Free Fire, Grand Theft Auto and Fortnite.