By examining the list of the most viewed videos and best short films on YouTube for 2022, as well as the ranking of YouTube ads for the end of 2022, content marketers, content creators and digital advertisers can learn important lessons that can be applied in 2023.
But it's useful to have a secret decoder to decipher why there are three lists and why each of them uses different methods to generate rankings.
YouTube published its first list of the 10 most viewed YouTube videos in December 2010. Unfortunately, this list has taught many marketers that views are the only meaningful metric.
But I had my secret decoding episode in October 2012 when YouTube started adjusting video rankings in YouTube search results to encourage interesting videos that viewers watched.
In other words, YouTube replaced "views" with "watch time".
This was an important change because watch time gives you an idea of what content viewers are actually watching, rather than what videos they click on and then bounce.
In December 2012, YouTube moved from publishing its 10 "most viewed" videos of the year to publishing its "most viewed" videos based on time spent watching, sharing, commenting, likes, and enjoying. other factors.
In other words, watch time and engagement are now two important metrics.
Today, YouTube's algorithm rewards "viewer satisfaction".
In other words, YouTube doesn't care about videos; He cares about the audience.
So instead of trying to make videos that make the algorithm happy, focus on making videos that make your viewers happy.
This brings us to our lists of YouTube's "Popular Videos" and "Best Short Films" for 2022.
To learn important lessons that can be applied in 2023, we need to recognize that YouTube's discovery system uses absolute and relative watch time as signals to determine audience engagement.
Ultimately, YouTube wants both short and long videos to be successful, so relative watch time is more important for short videos and absolute watch time is more important for long videos.
7 most popular videos of 2022
1. "So Long Nerds" by Technoblade (6:32 runtime, 88.3 million views, 10.2 million shares)
In this touching tribute, the father of beloved Minecraft creator Technoblade reads a suicide note from his son.
The player lost his battle with cancer in June, but his legacy lives on on YouTube.
2. "Watch the uncensored moment when Will Smith beats Chris Rock on stage at the Oscars and drops the F-bomb" by Guardian News (length 1:24, 104 million views, 1.8 million shares)
It was a slap in the face that the whole world heard: Oscar-winning actor Will Smith abandoned the script and slapped Chris Rock live on stage at the biggest event in the film industry.
3. "Hi, I'm Dream" by Dream (length 5:42, 48.5 million views, 4.7 million interactions)
Dream's ingenuity in Minecraft has made him a top creator with a dedicated following.
But still no one knows what he looked like in real life.
4. NFL "Dre, Snoop Dogg, Eminem, Mary J. Blige, Kendrick Lamar & 50 Cent Full Pepsi Sb Lvi Halftime Show" (14:41, 146 million views and 3.5 million reposts)
Immerse yourself in an epic Super Bowl halftime show featuring the greatest artists in hip-hop history: Dr. Dre, Snoop, Eminem, Mary J. Blige, Kendrick Lama and Vincent.
5. "I built Willy Wonka's chocolate factory!" by Mrbeast (length 17:01, 132 million views and 5.1 million shares)
MrBeast takes place in a warehouse inspired by the Willy Wonka movie. Participants will have to cross a chocolate river, climb a candy wall, play with cookies and make their wildest fantasies come true.
6. "Pranks Destroy Scammers - Glitter Bomb Award" by Mark Robert (26:41 duration, 55.9 million views and 2.2 million interactions).
Engineer Mark Robert takes spectacular revenge on a fraudulent call center in the latest installment in the glitter bomb series.
7. "Being Not Straight" by Jaiden Animations (15:22 runtime, 17.8 million views, 1.7 million interactions)
In this episode of the video, Jaiden Animations explores the heroine's journey from adolescence to adulthood and how she discovered her sexual identity along the way.
7 Best Short Films of 2022
1. "Diver Breaks Egg 45 Feet Deep #Shorts" by Shangerdanger (Length 0:56, 251 million views and 12.3 million interactions)
The seabed is a mysterious place. It is full of unknown sea creatures, outlandish plants and... chicken eggs?!
Join Shangerdanger as he hacks into the internet and dives into the blue depths first.
2. "Sarah Trust Challenges" by Hingaflips (duration 0:31, 142 million views, 6.5 million interactions)
Better than parkour? This is Trampwall: an epic sport in which acrobats defy gravity by jumping from wall to trampoline and performing breathtaking stunts in the air.
3. "Come on, shave my furry dog!" #Dogrooming #Grooming #Goldendoodle by Brodie That Dead (length 0:52, 108 million views and 6.8 million shares)
Brody's long, soft coat has made him one of the most popular dogs on YouTube over the years. So it was a real heartache when it was decided he needed a clean cut.
4. “Dave and Busters made a 1,000 ticket bet that I couldn’t make it…” by Chris Evan (length 0:59, 83.6 million views and 6.3 million shares).
No one does special effects quite like creator Chris Evan. In short, he's trying to get a Dave & Buster record.
Price? 1000 tickets... if he can make it.
5. "The Gap Between Your Car Seat and the Center Console" by Jay and Sharon (duration 0:58, 182 million views and 6.4 million interactions)
We all missed something because of the terrible gap between the car seat and the center console.
In this sitcom, creators Jay and Sharon show us what's really going on.
6. "Welcome To The Stomach #Shorts" by Adrian Bliss (length 0:34, 118 million views, 7.0 million interactions)
In this tiny graphic, cult creator Adrian Bliss brings to life and celebrates all the characters trying to reach out and glorify their limited belly.
7. "America's Talents Explained" by Zach D. Movie (run 0:34, 97.4 million views, 5.6 million shares).
how he did it The America's Got Talent judges were stunned by the trick.
But not Zach D., an Internet detective who reveals his insidious secret.
The 7 Best YouTube Ads of 2022
Meanwhile, YouTube uses a completely different method to determine the best YouTube ads for its 2022 year-end rankings. It makes sense.
The best ads usually have the biggest budgets, which results in more views, but not always engagement.
1. "Amazon's Big Game Commercial: Mind Reader" by Amazon (duration 1:31, 69.7 million views and 25,700 shares)
The creative agency for this ad was Lucky Generals and media agency IPG was Rufus.
The ad description asks, "Is it good to read Alexa's mind?" No, it's not."
2. "Welcome to the Clan Capital!" New update for Clash Of Clans! From Clash Of Clans (length 1:20, 52.9 million views and 212,000 shares)
The creative agency was Psyop and the media agency was their own.
The ad description says:
Welcome to the ultimate goal of the tribe! A place where you and your tribe can build and survive together! A place called the Clan Capital!
3. “Goal of the X century BTS | Still to Come (Hyundai Ver.) official music video by Hyundaiworldwide (length 4:08, 40.5 million views and 886,000 shares)
The ad description says:
The "goal of the century" cannot be achieved by one person, but we can achieve it if we all come together and unite.
In the same way that footballers team up to score goals, we want to use the power of football to work together towards the greater goal of “World Unity for Sustainable Development”.
4. "Harry Potter 20th Anniversary: Return to Hogwarts | Official Trailer | HBO Max" by HBO Max (length 1:58, 27.3 million views and 739,000 actions)
The creative agency was in-house and the media agency was called Hearts & Science.
The ad description says:
Harry Potter 20th Anniversary: Return to Hogwarts takes fans on a magical first-person journey through one of the most beloved films of all time, starring Daniel Radcliffe, Rupert Grint, Emma Watson and other venerable actors and directors from the Harry Potter films. celebrate the anniversary of the release of the first film in the Harry Potter and the Philosopher's Stone franchise.
5. “Introducing iPhone 14 Pro | Apple" by Apple (duration 4:20, 23.8 million views, 571,000 reposts)
The ad description asks, "What's better than a traditional smartphone?" Let's find out This is an iPhone 14 Pro.
6. We are all dead | Official trailer | Netflix" from Netflix (2 hours, 35 years old, 22.6 million views, 518,000 reposts)
The creative agency was The Refinery and the media agency was their own. The ad description says:
"We all die. There is no hope." The school has turned into a bloody battlefield, and our friends have become their worst enemies. Who brings him back to life?
7. Sadaf Sally (Extended) | Big Game Commercial 2022 by Squarespace (length 1:07, 21.6M views, 67,600 shares)
The media agency was at home. The ad description says:
Check out everything Sally is selling in this extended video from the Big Game 2022 trailer. Zendaya as Sally and narrator Andre 3000.
Top marketers can apply in 2023
Looking at YouTube's lists of the most watched videos, best short films, and best commercials of 2022, marketers can learn an important lesson: One size doesn't fit all.
When measuring different types of videos, different metrics are important, and different types of ads are better suited for different marketing purposes.
Or as the English say: "There are horses to train."
This is a lesson we can all apply in 2023 and beyond.
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