VidCon is happening this week, and YouTube is releasing a new “Fandom” trends report to coincide with the event, highlighting to creators the importance of building community within the app.
The 10-page summary is packed with insights into the growing value of fandom and the communities that form around niche trends. In fact, the report offers insight into why fandom is valuable and how users benefit from participating in topic-related groups.
Reportedly:
“According to KR&I’s Fandom Institute, fandom is the relationship people have with the object of their fandom — something they can relate to, feel uplifted by, and that inspires dedication and investment. As technology evolves, so too does the relationship between fans and their favorite creators, artists, and other entertainment outlets.“
There are some interesting statements here about the consumption of augmented content around a topic or trend: According to YouTube, augmented content often generates much more engagement than the focal content itself.
One example is the bizarre YouTube series “Skibidi Toilet,” which uses video game characters in a completely different context.
The series, currently airing up to episode 75, has developed into a unique entity and has become part of the wider web culture, and while at first glance the concept of a “Toilet Head” taking on a “Camera Head” (and maybe even a “G Squad”) seems like a strange idea, the series actually has a narrative flow and a clear flair for cinematography and direction.
That’s why it became so popular and has now gained a huge fan base, especially on YouTube.
This doesn’t seem like a huge entertainment trend in itself, but even non-mainstream ideas have the ability to reach and attract viewership of millions through YouTube.
And there’s also this:
YouTube is a key hub for these fandoms and groups, with a whopping 80% of fans frequently engaging with trending content within the app.
And within that, there are opportunities for brand partnerships and marketing drives.
So, should you consider sponsoring “Skibidi Toilet” for brand placement?
I don’t think that’s an option, but with the right brand it would definitely be a valuable placement if possible, and there are heaps of these communities and fandoms within the app.
It’s an interesting insight, and YouTube’s report offers a lot of insight into the power of community and how it can be leveraged within the app.
You can download the latest YouTube Trends Report here.
