What kind of YouTube content to create in 2021

What was happening in the digital world in 2020

Priority 1: Promote Educational Content

2021 has been declared a year of Education on the platform. This year, YouTube plans to help more people learn new skills and to promote channels with educational content. Creators should consider this fact and focus on creating useful videos.

Priority 2: Expand Creators’ Opportunities

YouTube has long ceased to be simply an entertainment platform. Many authors create media projects with their production teams and multi-million audiences. Besides helping people find jobs, YouTube does much more — They help people find their calling which affects the overall economy of the country. According to Oxford Economics, in 2019 creators contributed $16 billion in the US GDP (the equivalent of 345K jobs). That same year GDP in the UK increased by 1.4 billion pounds (the equivalent of 300K jobs), and in France by 515 million euro (the equivalent of 15K jobs).

  1. Investment in instruments for additional revenue will increase.
    Today, creators are finding new ways to connect with audiences and increase revenue. In 2020, the number of channels that receive most of their revenue from Super Chat, Super Stickers, or YouTube Sponsorship has tripled. In the third quarter of 2020, YouTube Music and YouTube Premium subscriptions reached over 30 million paying members. In 2021, the platform team plans to continue investing in additional sources of revenue for creators.
  2. Creation of an inclusive platform.
    YouTube has always strived to be a place where creators can speak up, make friends with similar interests, or even build a business. The team is now studying how the platform guidelines and policies work for different communities, and whether the system expresses bias, in particular, towards Black and LGBTQ +. To make YouTube even more comfortable for creators and to help them create and express themselves in 2021, the platform will start asking US creators for information about themselves (on a voluntary basis). This data will include gender, sexual orientation, race, and ethnicity. By collecting this data, the team will be able to better understand how content from different communities is processed in search, detection, and monetization.
    This information will help protect against hateful comments, improve commenting functions, and help creators promote content on the platform more safely.
    So, with the help of new technology in comment moderation since the beginning of 2019, YouTube has increased the number of daily deletions of hateful comments by 46 times. And in the last quarter of 2020, over 54K comments were removed for incitement of hatred.

Priority 3: To Fight Against Fake Information

It’s important that the platform audiences receive only reliable information, and that distributors of fakes are aware of the penalties for violating the guidelines.

  1. Reduce the distribution of questionable content.
  2. Support and distribute competent and reliable content.

What YouTube Creators Should Focus on in 2021

2020 has proved that YouTube audiences need content. People united through watching the content of their favorite creators. That’s why YouTube is working to create better conditions for faster growth on the platform. Creators should simply follow these recommendations:

  1. Use opportunities provided by YouTube. This applies to Super Chats, Super Stickers during live streaming or Sponsorship, and paid subscription to a channel.
  2. Take responsibility for the information you share. Do not spread fakes otherwise, your channel will face sanctions from YouTube.

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AIR Media-Tech

AIR Media-Tech

We help digital-first creators and brands globally grow faster and earn more on YouTube and beyond. One of the leading YouTube partners in the world since 2011