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The latest insights around trends, content, and culture | Unboxing content inspires high-intent shop

The latest insights around trends, content, and culture | [REVIEW- trends experts 600x190-v4.gif] What trends experts are seeing across the world Brands maintain relevance by remaining close to the pulse of culture. However, keeping up with the speed of today’s trends, cultural shifts, and viewing habits is more challenging than ever. To help, we’re spotlighting the latest insights and recommendations from our experts – YouTube’s Culture & Trends team. [Unboxing_500x179.jpg] Unboxing content inspires high-intent shoppers to purchase during the holidays From hauls to get ready with me (GRWM) content, shopping thrives on YouTube year-round. During the holidays, viewers are especially drawn to unboxing videos. Because of YouTube’s multiple formats, Shorts are often used to show the packaging and ultimate reveal of the item, whereas longer content tests and reviews the purchases. Together, viewers watch to assess durability, fit, performance, size, color, and other key purchase considerations. Unboxing content is great for both consumers and brands, since 93% of US respondents who shopped on YouTube said they kept their purchases1. While these videos are most popular among tech devices, clothing, and toys, these videos can drive demand and excitement for any brand. This is especially true among high-intent consumers who are looking to convert quickly. With over 25 billion views of videos with “unboxing” in the title this year2, [brands have even started to embrace the art of unboxing in their video creative]() in order to drive further engagement on YouTube. 💡 According to a survey conducted by Ipsos in the US, more than half of Gen Z is using YouTube for their holiday shopping3. Connect with consumers this holiday season by showing up where they’re already engaged. Watching creators unbox Advent calendars has become an anticipatory holiday tradition, especially in the beauty community. Unboxing pro [@Alexandria-Ryan]() (450K subscribers) has already shared an early look into her massive haul. Follow along this holiday season to see what’s revealed. [READ MORE]() [tate.png]() #KissesToMyExes: The Gen Z Shorts dance challenge on the rise As viewers move from consumption to creation, lo-fi dance challenges offer Gen Z an exciting, accessible way to engage directly with culture. That’s one of the reasons breakout artist Tate McRae (4.41M subscribers) has become a beloved pop star among this group. Her latest single “exes” has sparked the[#KissesToMyExes dance trend]() on Shorts, which comes on the heels of her immense success with the “greedy” [trend](). Tate’s music is driving cultural momentum and engagement, and she’s having a full circle moment. Her musical and dance career started on YouTube in 2017, and now, she’s earned more than 1.2B lifetime views. [CHECK OUT TATE]() [Streetfood_500x179.jpg] Street food is reaching new global audiences - offering accessible, authentic cultural immersion Food and cooking have always been popular video categories, but its subcategory ‘street food’ has recently broken out as its own genre. Once reserved as a term to reference the food of local street vendors, street food has entered mainstream cuisine to signal an authentic culinary experience. On YouTube alone, there have been more than 80 billion views of videos related to street food so far this year4. The popularity is due to the content’s ability to fuse together evergreen categories and filming styles. For example, it brings in elements of a day in the life (DITL), travel vlogs, oddly satisfying, and more – all wrapped into one video. Also, it introduces a fresh perspective to traditional food content. Breaking away from perfectly polished content and step-by-step recipes, street food content puts viewers in the point-of-view of a local patron. They see the cookware, ingredients, packaging, and pace of the city – offering viewers a convenient cultural immersion experience. Best of all, street food’s unfiltered, quick end-to-end process feels native to Shorts. Just ask Shorts creator Mammi Ka Dhaba who has gained over 1.68M subscribers by showcasing local Indian street food dishes, like [Mumbai's famous pudla sandwich](). 💡Street food is embedded into the culture of many countries, offering brands an opportunity to tap into a global audience. YouTube teamed up with popular food explorer [@MarkWiens]() (10.2M subscribers) to embark on a 24-hour street food tour around the world. From breakfast in India to a late night snack in Thailand, this is the ultimate food adventure. [EXPLORE MORE]() [Review Nov Trends_01_Did you know_V4.gif] New ways for marketers to remain front and center of culture’s biggest moments Viewers want to be a part of today’s biggest moments but in a modern, personalized way. That means consuming content like behind-the-scenes footage, highlight reels, and fan commentary. Curated viewing experiences for sports, award shows, and more makes it increasingly difficult for marketing leaders to own these moments at scale. To reunify this experience, brands can leverage Spotlight Moments, an AI-powered [dynamic moment-based experience]() to identify the most popular, relevant content. [SusanSchiekofer.png] "We’re thrilled to partner with Google and offer clients across GroupM first-to-market access to Spotlight Moments. This solution optimizes advertisers’ business outcomes and reinforces cultural tentpoles that are at the forefront." 💡Align to marquee moments to help increase your SOV. Ask your Google team for more information. Sources 1 Google/Talk Shoppe, Video Research Study, US, 2022, n=2000 video watchers, July-August 2022 2 YouTube data, Global, January 1- November 1, 2023 3 Google/Ipsos, Holiday Shopping Study, Online survey, US, n=1,084, Americans 18-26 (Gen Z) who conducted holiday shopping activities in the past two days. October 13, 2022 – January 4, 2023 4 YouTube data, Global, January 1, 2023 - October 6, 2023 5 Google/Ipsos, Global (U.S., U.K., AU, FR, DE, MX, IN, ID, KOR, CAN, JP, BR, KSA, EGY), YouTube Trends Survey, n=25,892, online adults, age 18-44, May 2023 How was this edition? [Smile_terrible.png]() [Smile_bad.png]() [Smile_neutral (1).png]() [Smile_good.png]() [Smile_excellent.png]() Terrible Bad Neutral Good Excellent Got this as a forward? [Subscribe to Re:View]() [Twitter]() [Facebook]() [Facebook]() This email was sent to {EMAIL} because you indicated that you are willing to receive occasional YouTube product-related emails. If you do not wish to receive such emails in the future, you may [unsubscribe here](/MTcyLUdPUC04MTEAAAGPtaX1hC5yoL0KyQzHhI0FkO20PgMWg3pi2L5VzuvLayBlKd0I6-9h0pb683dKD9oFQBtlt3g=). © 2023 Google LLC, d/b/a YouTube, 901 Cherry Ave, San Bruno, CA 94066

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