Fandom, Remix Culture & a Responsive YouTube? – What's Working in Marketing?

Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this,?follow me on LinkedIn ?or create a?FREE Insight Library account , our team is publishing tons of free research that you won't want to miss.

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Let's get into it... This week we're breaking down:

This week we're breaking down:

• The Highlights:?Unpacking the culture and trends of YouTube in 2022
• The Watercooler:?Outlining how to choose the right creators for your brand
• #MarketingTwitter : Diving into three Tweets about 5 mistakes made when interviewing buyers, a look at ClickUp's content marketing and SEO strategy and the payoff of walking in your buyers' shoes

YOUTUBE'S CULTURE & TRENDS REPORT

Following Spotify, YouTube has now released its own culture and trend report to understand how its audience is operating and navigating the digital landscape. Their team analyzed hundreds of trends and distributed surveys in 90 markets to identify that there are three main drivers behind pop culture's evolution.

1. Community Creativity

Community is the root of distribution and ideas. Fandoms are dipping into a new league of their own as the 'professional' fan is sought after for an in-depth analysis of people's favourite celebrities and moments.?

In K-Pop, content is dedicated to how to start a fan page and record labels are repurposing and posting fan content as official content. These communities have become important to not only give pop culture space to thrive but also to develop & shape it.

2. Multi-Format Creativity

63% of Gen Z have followed one or more meme accounts in the past year. Remixable content has been a major way people are consuming content and connecting, especially through the medium of a meme. 57% of Gen Z said they like it when brands participate in memes.?

Content consumption is also free-flowing, videos are being watched across different platforms with short-form content as the vehicle to investing watch time in longer videos. The norm is leaning toward hybrid creators who specialize in a variety of content including remix culture.?

3. Responsive Creativity

This arises from the ways that people adapt to trends as a means for psychological and emotional needs. People are looking to feel transported after the stress of the past few years.

83% of Gen Z use YouTube to watch content that will help them relax. Similar to Spotify Trends, nostalgia has become increasingly important to viewers. Interestingly, "analog horror" is trending amongst younger audiences as atmospheric horror acts as a gateway to soothing anxiety and trauma.

HOW TO CHOOSE THE RIGHT CREATORS FOR YOUR BRAND

Here are three Tweets you should check out this week:?

1. 5 mistakes marketers make when interviewing buyers

2. ClickUp's content marketing and SEO strategy

3. The payoff of walking in your buyer's shoes

?? Thank You! ??

That's all for this week, I hope that you enjoyed it. If you found this valuable, I'd really appreciate it if you tagged someone who should read this in the comments.

I'll catch you next week. ???

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