YouTube’s annual top trending list shows MrBeast reigns supreme, Kendrick Lamar really rules the airwaves, and Shorts captures the zeitgeist of a very specific moment.
The Big Picture: YouTube’s list reveals that while some creators remain stars of the platform, trending topics ebb and flow to match the biggest cultural events.
Between the Videos: Ranking as one of the top annual trends on YouTube truly is the stamp of approval of global popularity.
MrBeast ranked as the most popular creator for the fourth year in a row, which is an incredible feat of longevity, considering that he’s the only creator from the 2022 list who’s still in the top 10.
And MrBeast has a halo effect — after little-known creator Camilla Araujo appeared in his viral Squid Game recreation, she’s now in the top 10.
Kendrick Lamar beat Drake (and every other artist), appearing in the top 10 most-searched topics overall, while “Not Like Us” was the year’s top-trending song.
Sabrina Carpenter was also a big winner, ranking as a top search topic after several of her songs went viral on YouTube Shorts.
Closing Thoughts: Tubefilter notes that the conversion rate of a hit on Shorts becoming a hit overall on the platform is still pretty low. When it comes to songs, only Tommy Richman‘s “Million Dollar Baby” charted on both. That may lead to a bifurcated creator economy where there are influencers known specifically for Shorts and others for long-form videos.
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