The year is leaving and the balance time arrives to learn about what has already been done and design what is to come. From the YouTube Culture and Trends team, we have been working so that, before taking action, you know what your audience could expect in 2022 and arrive with the perfect message on the platform that Latin Americans love.
Before the end of the year, we have a great opportunity to review all the work done, draw conclusions and start planning for the future. We know that 2021 has brought many changes and that reality will continue to be dynamic. It is true that we cannot anticipate what is to come, but we can learn from what these months have left us . Therefore, the YouTube Culture and Trends team analyzed the most viewed videos in the region, in order to identify what people are looking for today and what 2022 could hold.
The conclusions were revealing, not only because they reflect where we stand, but also a profound transformation in society . Knowing these 3 insights below can help you understand what people are expecting from your brand and how best to reach them.
traditional genres
We recently talked about how traditional formats are becoming more successful on YouTube thanks to the power of connected TVs . From comedy to the music industry, conversations between the creators of pop culture are racking up millions of views. The reason? Audiences come to YouTube to witness the most intimate side of celebrities for entertainment that resonates locally. A clear example occurred in Chile with La Junta, a YouTube program produced and hosted by the Chilean Julio César Rodríguez, known mainly for his television programs on the TV channel Chilevisión. Julio appears as the Top Popular Creator #1, and his interview with Marcianeke, owner of one of the newest names in the urban music scene of that country, which reached the first position in the ranking.
What is the lesson for marketers?
If you want to be where your audience is, you need to understand how they consume content. And this not only implies not losing track of what the new voices and new formats are. You must also understand in depth what the new creative horizons are and the possibilities of contact with your target audience offered by the platform in order to take advantage of its full potential.
2. Gaming and sports are a way to stay connected
Sports and playful games have always been a way to connect people. But, with the rise of YouTube, this connection is now also possible online. Both in gaming and in sports, the platform became a virtual meeting and conversation space for the audience, since it allows reliving key moments of the games and extending their life through content specially created by the players. fans. And, also, connect with each other those who share the same passions.
If we talk about traditional sports, the reel created by TyC Sports with the best moments of the Peruvian team in the South American qualifiers was a success in that country. While in Colombia, the video about the Cycling BMX Racing race was ranked eighth among the Top Popular Videos at the local level. The e-sports also conquered looks and go for more. Above all, the Free Fire League Finals, which were a trend throughout the region with more than 19 million views. The video broadcast on May 30 appeared as a Top Trending Video in Argentina, Colombia, Chile and Peru.
When it comes to video games, gamers from around the world have a notable presence among the most popular content of 2021. This is due, in large part, to their ability to use their game to create narratives that engage viewers. Minecraft has become one of the most popular in the region thanks to formats like Minecraft Pero and Survival Games: Invictor is one of the leading creators of the first format with more than 6M subscribers gained this year. Also, to the presence of creators focused on both the Top Popular Creators and Revelation Creators categories, as is the case of the Spanish MrDs4 , who received more than 3M subscribers this 2021.
But the list of successful gamer content doesn’t end with Minecraft, it spans different platforms and genres, from Roblox and Among Us to Friday Night Funkin and Clash Royale. This is proof that as creators continue to evolve the traditional game and look for new storytelling opportunities, audiences are eager to follow. Discover the creators WinnerMax and Lyna in Colombia; The Mariana in Mexico; and Golemcito Games in Peru to keep up to date.
3. There is a new way to tell stories
From doctors and expats, to comedy creators and magicians, Shorts has served as a growth medium for new creators looking to break through on the platform with amazing editing. While audiences have turned to long-form video to tackle familiar topics, short-form has become a kind of laboratory for new storytelling styles that offer a fresh experience on less common topics like humor. , magic and dermatology.
Some of the featured creators in the region were Chingu amigo , the Korean teacher who lives in Mexico and tells how she became Latina, and Palomares Magic , the Mexican Roberto Palomares channel dedicated to magic tricks and mind games, which sometimes reveals their secrets to their audience. Humor was also highlighted in Shorts. Examples are the case of Luis Méndez and Danny Fitt , who turned their family dynamics into a short-form comedy. What is learning for marketers? That sometimes short and simple works well, whether it’s giving people a behind-the-scenes look or demonstrating a new way to use your product.
