2021 YouTube Trend in Indonesia
Amid the post-Covid-19 era in 2021, a large number of people around the world are still locked at home, actively or passively, most of the time, at the fear of virus distribution. Hence, the growth of time spent on social media by users has remained extremely high since the surge in the first half of 2020. Total views of YouTube videos created in 2021 by Indonesian channels increased by 11.57% compared with 2020 videos, according to NoxInfluencer. The attention of social media users also called traffic, is the new gold in the 21st century.
Therefore, grasping the latest trend and mastering deepest insight of social media is core of influencer marketing strategy for most brands. Especially when TikTok’s explosive rise let marketers find a wild west as a new marketplace where full of massive traffic from Gen Z await to be targeted.
As a leading social media analytic platform and a competitive influencer marketing player, it’s obligation of NoxInfluencer to inform brands and creators of insight into YouTube trends and to offer them the latest perspective of social media marketing.
In this report, we will uncover multiple trends in Indonesia on YouTube in 2021. Knowing what kind of content is the new attention-grabbing power, who are leading the trend on social media, what kind of content is popular among creators, are all significant for both brands and creators. Brands have to leverage traffic trends to grow business. Creators need to select trendy ideas to create popular content, as a way to grow channels.
(Keep watching: 6 statistics will be published by order in the next week)
1. 2021 Most Popular Channel Category for New YouTube Influencers in Indonesia, by Channel Counts (2020 and 2021)
According to this statistic, it seems that People & Blogs, Gaming, and Entertainment are still top 3 channel categories for new influencers to create content about on YouTube in 2021, accounting for nearly 75% of all newly created channels in Indonesia.
Compared with the number in 2020, the ranking place for most categories keeps unchanged, but with slight changes in specific numbers. As a whole, the category of new channel distribution has a Matthew Effect, which is strengthened in 2021 compared with 2020. In 2021, the top 3 new channel categories all increased, by 20% around, while almost all remaining decreased.
Specifically, some number changes are explainable. For example, Travel & Event, decreased by 63.77%, probably as a result of long-time quarantine and travel restrictions. Content of traveling is hard to create. Concerning Gaming channel’s increase of 33.81%, the long time spent at home produced plenty of gamers on YouTube.
2. 2021 Most Popular Video Category for New YouTube Influencers in Indonesia, by Video Counts (2020 and 2021)
Similar to the distribution of new YouTube channels, there is a correlation between number of new channels and new videos. The ranking profile remains changed but with slight difference. Channels of People & Blogs, Entertainment, and Gaming, are still the driving force on YouTube Indonesia to create content in 2021, with 2,147,407 videos in total, accounting for 39.4%. It is also worth noting that videos of News & Politics in Indonesia plunged from 11.86% to 6.2%.
In this statistic, the 3 most-viewed content in Indonesia, Comedy, Film & Animation, and Entertainment, gathered the largest YouTube audience. However, the 3 most created videos, seen in the last statistic, are People & Blogs, Entertainment, and Gaming. Apparently, it can be concluded that in social media content market, the supply side of creators hasn’t fit the audience’s demand side.
This statistic demonstrates the average subscriber numbers of channels that were created in 2021 and is displayed by category. Then we can see the top 3 channel categories are Film & Animation, Comedy, and Entertainment, which are consistent with the top 3 in the average video views ranking chart.
Considering that creators are more willing to create content or establish channels of People & Blog and Gaming in the first two statistics, we can make an inference that the creation difficulty of these content is so low that people are more willing to work on. While creators need to devote more effort if they create content of comedy or film & animation. More efforts devoted means higher quality of content and thus larger ability to attract users’ attention. Therefore, if creators want to grow their channels faster and attract more subscribers, they should devote more effort to their content and do those things that are not easy to do.