A tendency is defined as that natural inclination or disposition of a person towards a certain thing.
In the framework of digital marketing, the trend refers to the most viewed on social networks. An upward, clear and sustained movement of some element of the digital market. Youtube, the audiovisual platform, presents an analysis of current trends in digital consumption where it is proven that content in video format has more and more followers, becoming an essential channel in our lives.
Feeling connected with loved ones, connected with friends, connected with the world. The sense of globality, empathy and participation reinforces the sense of community. Under this premise, video becomes a necessary tool to satisfy perhaps innate demands. In the words of Aristotle: “Man is a social being by nature.”
Active Communities
In a few years of confinement, the video has been very present in the lives of citizens. The impossibility of contact led to an opportunity to explore new media. The video becomes that nexus, that bridge that connects us virtually. An increase in broadcasting of live events has been observed. During the past year, 85% of users have enjoyed the live broadcast. Among the most relevant events is the landing on Mars of NASA’s Perseverance robot, which reached a record number of 22 million simultaneous reproductions, radio stations, live concerts from the living room or film festivals. The essence of success is found in the broadcast of the act live, which generates a common feeling, a bond between the spectators.
Another element is the possibility of transforming a private experience into a moment of socialization. YouTube finds that up to 67% of people view their content accompanied, broadcasting from television screens.
The identification
The health crisis has brought a sense of community in the population. The lack of contact is countered by a much stronger collective feeling. The barrier between the private and the public is vanishing. Business meetings from the living room or kitchen. The personal trainer who now attends us from the dining room. This metamorphosis led public figures to open the doors of their homes. The closeness becomes clear, they stop being idealized and start speaking the “same language.” An example is found in the case of the renowned Indian comedian Samay Raina, who began broadcasting games of chess, a game traditionally linked to intellectual elites. Samay got the channel to reach more than 330 million views related to this board game.
Immersive Videos
Multi-sensory media has become quite an upward trend. To ASMR (Autonomous Sensory Meridian Response) videos. The reproduction of relaxing sounds that produce a sedative effect on the body. Now, audio-based formats are added that are narrated from the first-person perspective. They are the so-called video podcasts, where the observer is immersed in that same space, moment and action from the protagonist’s angle of view. Within this category, Minecraft videos accumulate millions of views. Since May 2020, these films discover a magical world. An RPG with an improvised plot. Its protagonists, professional storytellers.
Trendy dances have become a social hit. We remember the famous Jerusalem choreography with more than 600 million views.