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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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