YouTube has published its latest creative trends report, which this time around looks at “Creative Maximalism,” which is an umbrella term for a range of varied content trends that have been gaining traction in the app.
Though I do think YouTube misses a key point in its broader analysis in this respect.
So, first off, what is “creative maximalism” exactly?
Well, really, YouTube’s outline describes a kind of a mish-mash of various creative and cultural trends, culminating in a more information-dense, collaborative form of content, which is heavily reliant on web literacy and in-jokes.
Clear as mud, right? Well, here’s YouTube’s overview of the trend as it sees it:
As you can see in this explainer, YouTube has identified four key elements of “creative maximalism,” which is basically multi-layered, world-building style video series’, many of which have been influenced by overseas trends.
Examples of this, YouTube says, include the “Skibidi Toilet” series, “EPIC: The Musical,” and cat meme videos.
These are not just engaging videos within themselves, but these concepts invite viewer participation, and expanded fandom, by representing a range of perspectives and characters, and prompting broader engagement.
Each of these trends has spawned deeply involved discussion of each element, and what that might mean to its broader creative direction. Which is a worthy trend of note, for sure, but how you actually create such for yourself is a whole other question.
Because in each of the examples that YouTube has identified, there’s no way that the creators would have known that they’d strike the right vein, and connect with a large audience with their concept. Indeed, most of these creators attempted various content approaches that failed, before eventually hitting on a truly engaging trend.
So as a broader trend, it’s interesting to note how these elements have evolved, based on audience engagement behaviors. But if you were seeking brand-building tips stemming from the same, it’s a little more complex.
What we can say for sure is that each of these concepts works because of storytelling, and the fact that these creators have formed engaging, human-centric narratives that spark emotional response. Now, you might say that something like “Skibidi Toilet” is hardly pulling at your heart strings. But actually, the narrative structure of the series is very evident, and very traditional, drawing an audience into an ongoing battle for supremacy within a video game inspired world. It also taps into the nostalgia of old shooter games, and the good versus evil archetypes that we’ve grown up with, so when you dig a little deeper, it’s less about the presentation and approach, and more about the storytelling that makes it work.
That’s the true key to resonant stories, and really, that’s always been the real driver of engagement. A great story will gain fans, and establish a pathway for the development of a dedicated, invested community around the same.
Which is a point that’s missing from YouTube’s trend report. And while the elements that YouTube has highlighted are also relevant, without that core heart, that central foundation of story to build from, none of the rest will matter.
Though a particularly valid point that YouTube does note that it’s now seeing more YouTube-style trends being adopted into other connection formats:
“As today’s young people continue to flex their creative and curatorial muscles, Creative Maximalism will become entrenched in pop culture. This transition is already underway with mainstream entities adopting and normalizing this new creative language. Brands like Nutter Butter are adopting the style for social media, and major players like the NFL are adapting it through schedule release videos. Even Hollywood is actively scouting YouTube franchises like ‘Skibidi Toilet.’”
This is a relevant note, that the style of communication is changing, though I maintain that without a story and characters that people can invest in, the rest is just details.
So while there are some interesting trend notes here, based on engagement behaviors, I think the key lesson is that great storytelling remains critical to brand-building, in all forms.
You can check out YouTube’s full “Creative Maximalism” report here.
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