May 31, 2023 [[read-time]] minute read
Welcome back to another month of Try a Trend — a series where we surface some top trends that our experts are seeing around the world on YouTube. Last month, we talked about the world of virtual humans, nail art, wash day routines and Majorette dancing.
Here's what's on our radar this month. Read on to find your trend, express your creativity and get creating!
What this is: Filmmaker Wes Anderson is renowned for his cinematic style of symmetry, eccentric color palettes, and unique visual narratives that make his films quickly identifiable. As of late, his signature style has made its way from the big screen to the small screen, as Shorts creators are producing their own bite-sized Wes Anderson inspired films based on their daily activities.
Why this matters: While many trends involve challenges or other calls-to-action, this trend gives creators a prompt rooted in a particular aesthetic and vibe to create a narrative video. Tapping into aesthetic trends can grant Creators the ability to express their own uniqueness and creativity, while still partaking in bigger phenomena.
What this is: What started as a niche local community in Japan, anime, which features original animated characters and stories, has steadily grown and reached new heights in global popularity. Uploads of videos related to anime have grown 40% YoY globally1, with 85% of total anime viewership now coming from outside of Japan.2 One such example of this worldwide influence is seen with the anime Toca Toca dance trend which quickly saw many recreations in Korea and India.
Why this matters: The global success of and demand for anime is due in large part to the Creator-fan interaction that anime Creators have encouraged. Creators have amassed fans around the world and increased engagement by implementing their participation, from crowdsourcing ideas to crowdfunding to community-building. Consider bringing your audience into your creative process to both deepen and widen your connection.
What this is: For years, a devoted fandom across the globe tuned into Lofi Girl, a study buddy known for tranquility and productivity, to accompany them with calming beats during everyday tasks. However, a few weeks ago, Lofi Girl disappeared from her iconic study desk post, in the crafty lead up to the reveal of a new livestream and character to synthwave music, Lofi Boy.
From clues on Shorts to fan theories to a livestream countdown, the channel's Creator used multiple formats and platforms to set fans abuzz in anticipation of the big reveal.
Why this matters: The launch of Lofi Boy is a masterclass of how to leverage multiple complementary formats to achieve outsized success. Because every format allows for different creative canvases and interactivity, Creators can amplify their storytelling and get both existing fans and casual viewers involved by capturing the best of what every format offers. In this case, the interactive and multi-format strategy successfully spiked the original stream’s one-day views to an all-time high of 1.4M, the day before the reveal.3
The increased appetite for content that crosses cultural borders has made space for artists and Creators to creatively express themselves in ways that both embrace cultural roots, yet match the modern times.
What this is: By the second week of May 2023, over 25% of the US Top Songs chart was made up of Música Mexicana. This music has seen explosive growth recently, and includes a swath of folk genres from rural Mexico and bordering portions of the United States, such as mariachi, banda, norteño, and Corridos.
While the genres have long been present on YouTube, an exciting new wave of artists are increasingly bringing the sound into the mainstream by putting a fresh aesthetic on traditional music. One dominant example, being rising star Peso Pluma who took the #1 slot across Global Top Songs, US Top Songs and US Top Artists in May.
Why this matters: The increased appetite for content that crosses cultural borders has made space for artists and Creators to creatively express themselves in ways that both embrace cultural roots, yet match the modern times. Video has been the key to this opening, as audiences are responding well to this juxtaposition and creative expression of modern themes and visuals against older traditions.
What this is: Color Theory is a growing trend in which beauty creators are mixing primary pigments (specifically red, yellow, blue and white), to create custom foundation shades. In the last 90 days, there have been more than 35M views of videos related to beauty with “color theory” in the title.4
While inclusive beauty is prevalent in the beauty industry, it transcends verticals in its importance, relatability, and viewer expectations. As a global and engaged audience is tuned all day, every day on YouTube, Creators should look to embed inclusion into their content strategy and make inclusive creative choices that reflect the world we live in.
Why this matters: While inclusive beauty is prevalent in the beauty industry, it transcends verticals in its importance, relatability, and viewer expectations. As a global and engaged audience is tuned all day, every day on YouTube, Creators should look to embed inclusion into their content strategy and make inclusive creative choices that reflect the world we live in.
1. YouTube data, global, May 1, 2021 - April 30, 2023
2. YouTube data, global, 16 Dec 2022 - 12 May 2023
3. YouTube data, Global, 12 July 2022 - 14 May 2023
4. YouTube data, Global, 15 Feb 2023 - 13 May 2023
