Back in the past, people used to rely on a handful of traditional media outlets—newspapers, TV, DVDs, to name a few. However, ever since its launch in 2005, YouTube has revolutionized the way people worldwide consume media. From simple how-to videos, gaming walkthroughs, and breathtaking sights to niche content like ASMR, the content from this platform has become a pivotal part of our daily lives. The number also shows that YouTube has an enormous viewership with 1.7 billion unique visitors per month.
Beyond a diverse range of entertainment anyone can enjoy, YouTube YouTube has also paved the way for new business opportunities, benefiting both the companies and individual creators. However, since topics covered on YouTube are so plentiful, it might be helpful to delve into the top 20 trending YouTube topics in 2023. Note that these trends aren’t ranked by popularity and can serve as a guide to help you create content that resonates with a broad audience.
Remember that you don’t need to stick to only these most popular topics on YouTube in order to be viral online. Instead, use them as a springboard for brainstorming and igniting creative sparks in content ideas. Ready to get started? Now, let’s begin!
20 Top YouTube Trends
#1 YouTube Shorts
It’s almost impossible to deny that almost everyone must have come across TikTok by now. Due to TikTok’s influence, numerous platforms have shifted their focus towards short-form videos, and YouTube is no exception to this trend.
Based on the latest figures, it’s quite remarkable to see that Shorts had already surpassed 50 billion daily views by February 2023. Therefore, this might be the business opportunity you want to seize.
#2 Try On Haul
One of the current leading trends on YouTube is known as ‘Immersive Shopping,’ which aims to craft a simulated environment for viewers to interact with products in diverse ways. One of the most well-known examples of this trend is the ‘Try On Haul.’ In this style of video, influencers try on clothing and provide their opinions, whether the products are sponsored or not.
Surprisingly, Try On Haul is gaining significant momentum. The search growth over the past 5 years has been astonishing, reaching a whopping 426%.
#3 Community Engagement
Have you ever come across videos like “Letting Subscribers Choose My Meals for a Day” or “Answering My Subscriber’s Questions”? Basically, these are ‘Community Engagement’ types of videos since they involve YouTubers interacting with their own community. These videos have gained quite a bit of popularity lately, as they give viewers a sense of deeper connection with their beloved creators.
#4 Morning and Night Routines
Speaking of the connection between creators and viewers, another type of video that’s becoming increasingly popular is Morning and Night Routines. The reason why many people like this kind of video is probably because watching your creators in their pajamas with makeup removed allows the viewers to feel closer to them. This kind of connection is particularly effective among beauty bloggers as seeing their real-life routines can increase credibility.
#5 DIY/Life Hacks/How To
Raise your hand if you’ve ever typed “how to…” into the search bar on YouTube. A lot of us have turned to YouTube as a quick way out when we want to learn new skills. That’s why it’s clear as day that there is a high demand for How-to, DIY, or Life Hacks videos, from day-to-day tasks to more specialized instructions. No need to wonder if you’ll come across thousands of videos like these nowadays.
Who would believe that a very niche genre of videos has managed to become one of the most popular trends on YouTube? Yes, we’re talking about ASMR.
ASMR, which stands for Autonomous Sensory Meridian Response videos, involves creators making clips that have soothing sensory tingles, often referred to as “brain massages.” Whether you find it surprising or not, ASMR has ranked third on the most searched terms on YouTube worldwide.
If video games aren’t your thing, you might not know the power of Gaming YouTubers yet. To showcase their power, there are now over 40 million active gaming channels on YouTube. Moreover, according to YouTube’s own statistics, people spent over 100 billion hours watching gaming content in 2020. So it’s worth keeping a close eye on this market because this trend doesn’t seem to be fading away any time soon.
#8 Live Streaming
When we talk about gaming content, the word ‘Live Streaming’ is likely to come to mind. However, in this day and age, you can stumble upon thousands of live streams covering a wide range of topics, not only just gaming. The statistics also show that many people are into live streaming more than ever before. In the first half of 2020, daily live streams went up by 45%, showcasing its growing popularity.
#9 TikTok Compilation
As straightforward as its name suggests, a TikTok Compilation is essentially a long montage video that combines several TikTok clips. With the TikTok trend booming, it’s no wonder that many people can’t resist clicking on TikTok Compilations even when they come across them on YouTube. This is clearly illustrated by the staggering 6,200% search growth over the past five years, from 2019 to 2023.
#10 YouTube Challenges
Another trend that may have emerged from TikTok trends is the challenge video. Videos like “Couple Challenge” or “Spicy Ramen Challenge” are typically quite entertaining to watch. And given that YouTube Challenges, in general, tend to attract more views than regular videos, many content creators use these videos as a quick and easy way to expand their own reach.
For those who are not familiar with the term ‘VTubers’, it stands for Virtual YouTubers. In a nutshell, VTubers are content creators who use digital avatars as a representation of themselves. Their entire brand revolves around these digital personas. What’s intriguing about this market is that the most successful VTuber, Gawr Gura, has amassed 3 million subscribers and has raked over a million dollars quite recently.
#12 360 Video
360 Video or Immersive Video might be new to some of us. For those who haven’t experienced them yet, these videos allow viewers to either use a VR headset or simply drag their screen to see the surrounding views as if they were turning in a full circle. With the rising popularity of the Metaverse and Virtual Reality, it’s likely that this trend will continue to grow.
#13 Lofi Music
Many people hop onto YouTube solely to enjoy some brilliant music. Some might be multitasking, or working on something else while listening to music such as Lofi music.
Lofi music, short for low-fidelity music, is a genre of music recorded with a bit of background noise to help listeners focus and unwind. Believe it or not, Lofi is one of the most beloved music genres on YouTube. In fact, the most subscribed Lofi channel has around 12.6 million subscribers.
#14 Celebrities Channel
Back in the day, celebrities usually leaned on traditional media outlets or record labels to put out their content. But things have taken a different turn in today’s world. Nowadays, plenty of celebrities have turned to YouTube as a platform to express their “more authentic side,” expand their fanbase, and connect with already existing fans. On the bright side, this shift also holds a lot of advantages for their business, opening up additional avenues for brand ambassadorship.
#15 Minimalism & Sustainability
Caring for the environment isn’t just a boon for the planet; it’s also a major trend in 2023 YouTube. Many people are giving sustainability and minimalism a shot now and then, and some are fully committed, even documenting their efforts on YouTube.
These days there’s a whole bunch of influencers and creators out there discussing eco-friendly methods of living. As a creator, you might not have to make a full turn to the eco-focused influencer, but you can definitely use these trends to add creative sparks to your content.
How can we talk about YouTube without talking about Vlogging videos? It’s almost a given that most content creators have Vlogs peppered throughout their channels. There are so many kinds of vlogs out there, for instance, a daily vlog, a travel vlog, a cooking vlog, a family and friends vlog, or a lifestyle vlog. And just like Morning/Night Routine videos, Vlogs can make viewers feel closer to their favorite YouTubers. In fact, many people watch these videos to unwind from their exhausting day.
We’re all familiar with documentaries, but when it comes to Docuseries, it means releasing documentary-style videos in segments, sometimes on a regular basis. The cool thing about these videos is that they complement each other; once viewers catch one episode, they’re eagerly waiting for the next.
This growing fondness for Docuseries might also have contributed to the significant increase in watch time on YouTube and YouTube TV on television screens in 2020.
#18 AI-Based Technologies
In 2023, AI is pretty much all around us. You might have come across Midjourney, an AI image generation tool, or ChatGPT, an AI-powered natural language processing tool. Given its widespread popularity, it’s no wonder that videos related to generative AI tools have racked up over 1.7 billion views in 2023. If your YouTube channel revolves around technology, this is an opportunity you definitely shouldn’t let slip by!
While we’ve covered the trending themes for creators above, there’s another aspect of YouTube that you might want to know, and that is ‘Shopify’.
Thanks to a partnership between YouTube and Shopify, YouTubers can now connect their videos to a landing page on Shopify. This allows viewers to be directed to the exact product, sometimes with discounts and special offers. Fortunately, this collaboration has opened up opportunities for both influencers and businesses.
#20 Video Chapters
Last but not least, there is a feature that long-form content creators should get to know and take advantage of: Video Chapters. This feature allows viewers to jump straight to the parts that pique their interest. For content creators, it’s a chance to weave in more keywords that could expand the potential audience reach. Moreover, it appears that influencers who tap into this feature are more likely to enjoy a broader reach compared to those who overlook it. YouTube tends to favor creators who embrace innovative choices and novel features, after all.
Let’s Jump on Trends
We’re all well aware that trends in the online world tend to rise and fall at lightning speed. Sometimes, what was a hot trend yesterday can become old news in the blink of an eye.
Keep in mind that this article is only meant to inform the major themes dominating the YouTube landscape in 2023, helping you align your marketing strategy accordingly. Still, you will need to keep a watchful eye on trends not just on YouTube, but across other platforms as well. In order to reap rewarding results from your content, you must stay relevant and be ready for whatever comes next!