 Today we're talking about the YouTube Culture and Trends. And Trends. This is an official report that you... Okay, Daenerys, you don't need to echo me. This is an official report that talks about what you need to know when creating content to follow the culture and trends to get more views. Right, Daenerys? This is Daenerys, my almost six-year-old who wants to run away. Click the link down there in the description below to see this website and I'm gonna click Get the Report right now so we can go through it together and learn how to get more views on YouTube. Culture and Trends is about pop culture. Gen Z. What is Gen Z? And how do they consume content? First, Gen Z, according to Google, is Zoomers. The people who were born in 1990 till 2010. Does that include you guys? It includes my daughters. And sadly, I no longer Gen Z. I am Gen X. What Gen are you? Okay, so those are the people that we are referring to, of which 85% have posted a video online at some point in their life. Pretty impressive. It means a lot of you are content creators who were born after 1990 and 65% agree that content that's personally relevant to them is more important than what everyone else talks about. So don't just make content that's popular to everybody. Think about what niche audiences will be interested in to help you get more views. And 55% say that they watch content no one they know personally is interested in. That means if you have a group of friends, don't really think about what your friends like. Think about what other people may like outside of your friend's circle. And there are three main forces that drive pop culture's evolution. There's three distinct forms. They are, whoops, and they are community, multi-format and responsive creativity. Let's go into each one. Starting with community. So there are, there were 10 billion views of flight spotting videos in 2021 that was instigated by the storm units that hit the UK in February 2022. Big Jet TV creator Jerry Dyer filmed the planes that he throw trying to land in high winds. This is what we call a tent pole event. Something that happens which many people are interested in that suddenly creates a spawn of videos, whoops, that get more views that wouldn't otherwise. So think about tent pole events and think about how Andem is one of the most powerful forms of community. 61% of Gen Z agree that they would describe themselves as a really big fan or superfan of someone or something. Does that include you? Who or what are you a superfan of? You could add your content to that community. Make videos reinforcing someone's brand or reviewing a popular YouTuber or reaction videos for popular content. These are all good ideas to help you grow faster. Now, what I found interesting is the professional fan has arrived. Not the professional YouTuber, but the professional fan. And that's these, these are the people who emerge to satisfy viewers' appetite for more nuanced, in-depth exploration of topics. These are the guys that really dig into the trailers. Look for the Easter eggs. Try to dissect everything about their passion. Either it's a game or a movie or a TV show. And YouTube is now a critical infrastructure for community culture. A lot of C's there. And yeah, this is where culture is created. But communities of creators and engaged viewers are also now becoming the lens through which we make sense of pop culture itself. We look at the fans to figure out what's popular. We don't just look at the source material anymore. Okay, are you looking at your fans? Are you trying to learn what drives them? You should. Let's get into the multi-format aspect. Number two of the three forces driving pop culture. Multi-format is pretty simple. It just means publishing in many different media. Writing, video, pictures. Those are examples of different formats. Short-form content, long-form content. They're both videos, but they're different categories or subcategories of videos. Live streaming, yet another. So the point is you should now be doing multi-format. Don't just make videos on YouTube. Don't just post on Instagram. Do both. Write articles. Flex your writing muscles. Start a blog. Embed your videos. Do multi-format guys. Expand your reach through different engines, search engines because Google will pick up your blog. Not so much YouTube search. YouTube search will actually completely ignore your blog. But you'll get access to those Google searches if you have a blog. Memes are important. Those are those funny parodies on popular topics. Anyway, multi-format is pretty self-explanatory. We don't need to delve. I clicked on something I shouldn't have. We don't need to delve into that. Okay, let's get back to where we were. And of course we have the king of multi-format, Mr. Beast. He's got his own chocolate bar. I don't think too many YouTubers can claim to launch their own chocolate bar. Can they? So good for you Mr. Beast. You, as your name suggests, you are a beast. In terms of YouTube views. All right, responsive creativity. What does this mean? This means you adapt to significant events. And if there is, for example, anxiety for young people like during COVID lockdowns where loneliness was the key because no one was able to go out to see their friends it's no surprise to see popular content that directly responds to this trend. For example, there was the aesthetic vibe content where it's just meant to be relaxing. Seeing you at the beach, winding down, soothing. A Puerto Rican artist, Bad Bunny released his new album accompanied by a series of 360 degree videos that enabled the viewer to vibe out with him and his friends on a tropical beach. This was directly because of the COVID epidemic pandemic. I should say. And 83% of Gen Z have used YouTube to watch soothing content that helps them relax. Does any of your content help your audience relax? Try to think of some ways to make content either chilling at the beach or some nice background music or just creating some ASMR. There's a lot of ways to create soothing content. I found that quite interesting. Apparently viewers are also finding comfort in horror content where millennials, the generation before Gen Z said they were looking for the jump scare. But Gen Z, horror tends to be far more atmospheric. Hence the rise of found footage style analog horror among young people. It's more about the experience, not the sudden jump scares. Okay, guys. How much of this did you find interesting? What did you like, don't like? Did you learn anything that will affect your content strategy from this report? It certainly affected us. How so? Well, we have a deck, a heartbeat deck. And in our heartbeat deck, we start... This is our first slide. For investors, we are the world's memories where we talk about how heartbeat is the best of YouTube where YouTube is the world's video library and heartbeat are the moments that matter to you. Let me... Oh, that's the last slide. Yeah, the last slide is never give up. And that's something we should all remember. If you ever feel like giving up, find some friends or motivation in movies, in communities to keep going. Never give up. Okay, let's get on to what I was going to show you. Quickly fast forward here. This was most important to me, how 65% of Gen Z agree that content that's personally relevant, that talks is more important than popular content that other people talk about. And that 55% believe that the content they're interested in, none of their friends are personally interested in. As well, I like these three forces, driving pop culture's evolution, community, multi-format and responsiveness to trends. And this is how heartbeat matches these points. So we heartbeat moments, let you capture moments that matter to you while consuming long-form content. And follow my heartbeat, we'll let you connect with strangers based on common interests to find personally relevant content and make new friends. And those are the three forces that drive pop culture's evolution. Oh, that's another article, or another slide. And regarding personally relevant content, the whole point of heartbeat moments is to allow you to press S whenever you see the start of an exciting moment while watching any video on YouTube and then S again to stop, creating these clips that matter to you which is certainly personally relevant because you just clicked it and 78% of people agree that they use YouTube... that they use YouTube because it serves them with content that's personally relevant. But we want to go further, we want to serve you just the clips, the moments that matter from the videos that are personally relevant to you so you can enjoy those scenes long after you've watched the video. All right, Freedom Family. I'd love to hear your thoughts on this and would you like me to go over the heartbeat investor deck in a future video? Tell me down there in the comments below and I'll happily do so if you would like to know more. YouTube Culture and Trends Report, again, this is the official website. Check it out, read it yourself and hopefully learn from it to help you get more views. All right, Freedom Family. I went to the gym today again, and who am I? I am your Papa George, I am your wife, Obi-Wan George Nobi and many other names. You, the beautiful Freedom Family has given me. I am the CEO and founder of Freedom for Freedom and the Freedom Family where we all help each other grow together as a family. That is the spirit of freedom. So as I said, I went to the gym today. Have you gotten your exercise? A walk? A few push-ups? A few sit-ups? Anything? Definitely do it. Get off your butt and you'll feel great. I promise, I feel great and I'll probably go again because my oldest daughter didn't go with me, but my next two daughters did so I need my oldest daughter to get some exercise. I'll probably do some more with her because she needs a role model or a companion. She just doesn't get herself out because we are there to guide and nurture our children to make sure that they do the right things that will help them be successful, healthy, happy, wealthy and have a nice family of their own one day in the future. All right. How many of you are parents? I'd love to know. Tell me down there in the comments below. I am George in the meantime. Yeah, to do this in the right order. In the meantime, if you enjoyed this video, click the like button and subscribe to Freedom Central, home of the George Show. And who am I? 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