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Following the release of its videos and creators of the year, YouTube has just revealed its most sensitive global trends from the platform, covering a very memorable 2023.
Some are not surprising, such as Pink Core thanks to the hugely popular Barbie story, starring Margot Robbie and Ryan Gosling, or retrogaming, the resurgence of vintage games and consoles such as the original Nintendo and Atari.
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Some trends were pleasantly surprising, such as the transformation of Wes Anderson’s life. Anderson is an American filmmaker with a distinctly eccentric and colorful cinematic style, best known for films such as The Royal Tenenbaums, Rushmore, and The Grand Budapest Hotel.
Others were, finally, strangers. If you’re not familiar with Skibidi Toilet, this is your arrival on a trend that has amassed over 65 billion prospects in the last 12 months. That’s a lot of toilets.
Maddy Buxton, YouTube’s director of culture and trends for North America, believes that the most productive videos and trends of the coming year are driven through fandom. “The fandom is increasingly the key detail in figuring out what survives. “There are more classic celebrities that other people look at and spread out around,” Buxton says. “For example, Pedro Pascal in Hot Ones, Adele Carpool Karaoke, but there are also a lot of franchises and auteur series that become popular because they have interaction with our fan communities.
Check out the complete list of this year’s top global trends on YouTube below.
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There was no escaping Barbie and her organization of pink-loving friends. With over a hundred collaborations, Barbie is a cultural phenomenon. Some of our favorites included a clothing collaboration with the local Roots logo that couldn’t be kept on the shelves, a collection of Barbie-inspired shoes and bags from ALDO, and everything from toothbrushes, pillowcases, and Barbie hair products, skincare products, and the old yellow roller skates used in the movie.
On YouTube, makeup and fashion trends were all the rage, along with some nostalgic and poignant moments from the film that brought female bonds closer than ever. Oh, and the pink paste.
Aqua’s Barbie Girl has made a comeback and even major hotel chains have jumped on the bandwagon, providing Barbie Dreamhouse-like experiences, such as the Barbie Dream Suite at the Fairmont Queen Elizabeth in Montreal.
Fans flocked to the video streaming platform to watch their favorite YouTubers offer ideas, tips, tutorials, and inspirations for fingernail and toenail taste. This trend has basically gained traction thanks to Shorts, YouTube’s editing of a short vertical video uploaded directly from a smartphone.
Canadian YouTuber-turned-nail art owner Cristine Rotenberg of Simply Nailogic introduced her nail polish line, Holo Taco, after gaining popularity on the streaming platform. It now includes 33 collections and has sold more than a million orders worldwide.
Readers can recreate this trend at home using nail polish (we love Essie) and a Nail Art Brush Set, or, make it ultra simple with a Press On-Nail Kit or nail decals.
The trend of Lofi music (soothing instrumental music played alongside hour-long videos of a women’s reading or reading) began years ago. Often used as background music while running or reading, the music is relaxing and upbeat, like sitting in a cozy coffee shop.
When Lofi Girl disappeared this year, the internet was ablaze with fan theories. Her disappearance ended up being a crafty ploy to garner attention in the lead-up for a big reveal — Lofi Boy, a new character set to synth-wave music.
It’s hard to miss Anderson’s eclectic and quirky film taste. If he hasn’t had a chance to see any of his films, such as Moonrise Kingdom or his latest, Asteroid City, he can expect over-the-top sets and architectural elements. bright pastels, retro-inspired aesthetics, and perfectly symmetrical shots. The creators of YouTube Shorts took note of this and created Wes Anderson-inspired mini-movies that focus on rituals.
To create your own Anderson epic, all you need is a smartphone like an iPhone or Google Pixel, a big space, and the ability to edit. Make sure you come with some head-on shots and an original musical montage.
The strangest of the trends, and the most viewed of them all. DaFuq!?Boom! Is the animator and mastermind behind this bizarre series which has a raptured audience of 36 million and spans 68 episodes (with multiple parts to many). The series follows a head that has emerged out of a toilet along with the head’s bodiless toilethead pals as they battle a group of camera-headed people. Something that must be seen to be understood.
Fans can now purchase a variety of products from Skibidi Toilet, adding plush dolls, building sets, action figures and clothing.
Genres and stats on this trend differed across the globe, but here in Canada, we saw a major rise in Punjabi music, with Canadian artists Karan Aujla and Ikky coming out on top. Country and rap were close behind.
“Music this year is really cool. Not only because there are a bunch of Canadian artists on [the top list] — it is a very global list,” says Buxton. “The Canadian list has a lot of local talent and a lot of different music genres that just show the diversity of what people are listening to. There are a lot of Punjabi tracks this year, more than we’ve ever had in the past. And then female artists who are really redefining hip hop — Pink Pantheress is a great example.”
Virtual humans are the AI-assisted metamorphosis of the globally popular VTuber animated characters that became famous in Japan in the mid-2010s. While VTubers are cartoon avatars, virtual humans are digitally rendered and hyper-realistic. Creators make videos that those characters take. Participate in popular dances with demanding situations and versions of songs.
This trend celebrates everything related to old games. The games and consoles of yesteryear are making a comeback, thanks in large part to millennial nostalgia. The majority of retrogaming videos uploaded to YouTube in the last 12 months correlate with consoles from the 1980s and 1990s. adding Nintendo and Atari.
Canada’s Best Creator of the Year, Corey Tonge, has played a role in spreading the retrogaming trend with his high-energy gaming-inspired adventures.
Like Tonge, all of YouTube’s more sensible creators seem to have express experience. ” We’re seeing more and more that creators who are interested in more explicit interests are doing really well because the audience can connect with them on a less public level. ” says Buxton. They see things that interest them that they wouldn’t necessarily see otherwise in the mainstream media. “
Learn more about YouTube videos and creators and stay tuned for our interview with Tonge.
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