Business

What needs emerge during the pandemic? These video trends show it

Online videos are used to deal with social isolation, connect in new ways, or enjoy your passion.

4 min read

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What needs emerge during the pandemic? These video trends show it
What needs emerge during the pandemic? These video trends show it


By Karla Agis, Culture and Trends Manager, YouTube Latin America

Since the beginning of the pandemic, we have been watching closely how people around the world turn to platforms like YouTube for different needs. Online videos are used to deal with social isolation, connect in new ways, or enjoy your passion. These trends also reflect a major international shift towards a “new normal”.

Over the past few months, in the context of a study by Susan Kresnicka, a US-based cultural anthropologist, we’ve noticed an increase in visualizations across different categories that shows us the similarity to people and the power that the video has, especially on a platform like YouTube to bring them together. The content we found on the rise was related to that personal hygiene, the Social connection and the identity.

The personal hygiene it relates to the satisfaction of our biological and emotional needs. One thing we noticed is that during the pandemic, people were forced to find new ways to care for them. On YouTube in Mexico, between March and September, we saw a year-over-year increase of more than 258% in exercise videos whose titles included the words “at home” or “without gear.” Today these videos add up to billions of views. This shows that the trend is reacting to the search for alternatives to improve the condition of every individual despite being narrowed down.

The content category related to the Social connection It arises from the deeply social nature of man affected by the restriction. Since the connection between people is limited, technology has played an important role in bridging this gap. As proof of this, we found a 600% increase in videos in the “Conmigo” genre, where users indirectly share an activity of a creator and feel accompanied by their interlocutor. Another example, which was also one of the most viewed of the year in Mexico on YouTube, are games, focused content creators and online competitions. Unlike 2019, the 2020 lists include the appearance of the final of a four-hour virtual competition among the top 10 most viewed videos showing people’s connection to video games during those months.

And finally in the category identity We relate to what we understand about ourselves and our experiences. Video has proven to be an engaging way for people to have a window to express who they are and who they can become. One of the examples of this trend has to do with learning a new skill, such as figuring out how to cut hair at home. Another trend that has been gaining strength in this category has to do with beliefs and religion. Many people couldn’t congregate because of lockdowns and turned to videos. 15% of the top 100 YouTube live streams as of September were religious.

The first step in developing a digital strategy is to consider the needs of the users. Trends are therefore an important guide. If you focus the content on these three core principles, you need to meet the needs we share with others and create a bond with the viewers. Video is an important opportunity for business owners and this is the best time to explore it.

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