The year of the pandemic brought us all closer through technology, this new way of relating showed changes in the website dedicated to sharing videos, YouTube, in relation to behavior that reveal how we are as a global community and where we are going.
Misik , the leading technology company in importing and distributing innovative electronic products, shows you what to see in the latest study by Think with Google Latin America about the miles of millions of hours of daily viewing on YouTube, a window into the state of culture around the world.
The adoption of virtual connections dominated 2020 and the accelerated use of technology led to new creative behaviors. On YouTube this manifested itself through behavioral shifts that signaled bigger transformations in popular culture, here are three key shifts marketers need to be aware of.
1. The archetype of the creator evolved
The creator archetype, that is, what we think a creator should be, verse or what content he should create, has been expanded and evolved. Genre conventions are breaking down as the video generation has become democratized as a result of the continued proliferation of digital tools and the growth of new platforms.
And, ultimately, the fact that there is greater access to technology, meant that in 2020 we saw the emergence of new types of YouTube creators, especially older adults, virtual creators – or Vtubers (who come to life thanks to the technology of motion capture, which transforms actors into animated avatars) – and indigenous rappers.
2. Community experiences improved the way we consume content
As the coronavirus imposed restrictions on most aspects of daily life, online videos played a critical role in the global community’s adaptation to the pandemic. More than ever, users were looking for opportunities to connect with others through content, suggesting that the future of video may be increasingly influenced by interactive experiences that enhance the way we view content.
When the quarantine began, group streams offered a safe way to continue consuming content and live events together. This type of experience involving multiple audiences has long been common in the world of video games, where different gamers compete with each other and broadcast the game at the same time to allow fans to choose who to support.
3. The video helped us cope with a changing world
In addition to using YouTube as a safe way to connect with others and experience content in company, people turned to the platform for help on how to cope with social distancing and understand the challenges and uncertainty of an outlier scenario.
Many users managed to get through the first months of the pandemic by developing a new skill. For some, this meant learning something relatively simple, like germinating seeds step by step. For others, it was a more challenging slogan, like learning to play chess. Globally, videos with variations of the term “beginner” in the title had more than 7 billion views and a more than 50% increase in average daily views since March 15, 2020, compared to the rest of the year.
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