Cracking the YouTube Code

The Internet is a big place. As of late 2023, there are currently 8 billion people alive on planet earth. And an estimated 5.4 billion of them (or 67%) have access to the Internet. That’s a giant number of people who can access online content, including Google and YouTube.

Here’s another eye-opening stat. We tend to take Google and YouTube for granted since these platforms have been around for years now and are such a big part of our daily lives. But do you ever stop and think about just how many people are on YouTube? The stats are mind-boggling.

There are an estimated 2.5 billion active users on YouTube!

If you’re using a YouTube channel to build up your business, grow your audience, and bring in more potential clients, you need to know what this massive group of people is searching for.

And that’s why you’re here. We’re going to crack the YouTube code and show you all the latest insights into YouTube search terms. We’re also going to show you how you can use tools like Google Trends to do your own research and find the trends you can build content around.

So if you’ve ever wondered, “What do people search for the most on YouTube?”, we’ve got you covered.

Using Google Trends to Research

Using Google Trends to Research

It all starts with a tool called Google Trends. Google Trends is software made available by Google to help people discover what people are searching for. Their tagline is: “Find stories and terms people are paying attention to.”

Here is how Google describes the tool on their Google Trends website:

“Google Trends allows you to see the topics people are—or aren’t—following, practically in real time. Journalists can use this information to explore potential story ideas, and can also feature Trends data within news stories to illustrate a general level of interest in, say, a political candidate, social issue or event.

“The Google Trends homepage ( features clustered topics that Google detects are related and trending together on either Search, Google News, or YouTube. Trending Stories are collected based on Google’s Knowledge Graph technology, which gathers search information from those three Google platforms to detect when stories are trending based on the relative spike in volume and the absolute volume of searches.

“The Featured insights at the top of the new Google Trends homepage are curated by News Lab to highlight additional data patterns or interesting trends.”

Harnessing the Power of Google Trends

Google Trends provides a vast treasure trove of data and insights into what people are interested in, including historical and real-time data so you can stay informed.

And Google Trends doesn’t just show you what people are searching for on Google, but also shows you trending search queries for YouTube.

If you’re building up a YouTube channel, you need to start getting really familiar with Google Trends. It will pay dividends in the long term, and help you discover which trends to build content around.

You can even sign up for a “Daily Trends” newsletter where they send you the latest insights straight to your inbox every day.

Harnessing the Power of Google Trends

Finding the Right Trends

Are you worried about missing out on trends? Worried that you won’t be able to create content in time to tap into the latest hot topics?

Don’t sweat it. Not all trends are quick, flash-in-the-pan events. Some trends are ongoing, meaning you can pinpoint a trend that you could use for your business or channel, and create video content around it.

Think of it like waves in the ocean. Some waves (trends) appear out of nowhere and no one sees them coming. Those are hard (almost impossible) to spot and capitalize on. But other waves build slowly out in the open ocean and you can see them coming. These are the kinds of trends you want to look for. Trends that are relevant, overlap with your business and industry, but also have an Internet shelf-life of more than ten minutes.

Google Trends lets you dive into any topic to see how many people are searching for that term—or keyword. You can also narrow your research into certain regions or locations around the world, and different time periods. For instance, you could see what the top searched term was in California in 2022.

Snapshot in Time

So, what are people searching for on YouTube?

On September 13, 2023, here are the top five most popular search trends that Google is highlighting. All of these terms have at least 20,000 daily searches:

  1. Justin Timberlake 
  2. Lauren Boebert 
  3. Unity
  4. Maneskin
  5. iPhone 12

So when you’re trying to find what types of content to create, head over to Google Trends and see what’s trending on a given day or time period.

Most Popular Searches in 2022

Most Popular Searches in 2022

While Google hasn’t released the most popular searches for 2023 yet (since the year isn’t over yet), we can look at 2022.

Here is a list of what people in the United States searched for the most in 2022.


  1. Wordle
  2. Election results
  3. Betty White
  4. Queen Elizabeth
  5. Bob Saget
  6. Ukraine
  7. Mega Millions
  8. Powerball numbers
  9. Anne Heche
  10. Jeffrey Dahmer


  1. Election results
  2. Queen Elizabeth passing
  3. Ukraine
  4. Powerball numbers
  5. Hurricane Ian
  6. Monkeypox
  7. Texas school shooting
  8. Will Smith Oscars
  9. Johnny Depp verdict
  10. Roe v Wade

Near me

  1. Gas prices near me
  2. At home COVID test near me
  3. Voting near me
  4. Early voting near me
  5. PCR test near me
  6. COVID booster near me
  7. Easter egg hunt near me
  8. Where to vote near me
  9. Concerts near me
  10.  n95 masks near me


  1. Johnny Depp
  2. Will Smith
  3. Amber Heard
  4. Antonio Brown
  5. Kari Lake


  1. Antonio Brown
  2. Serena Williams
  3. Joe Burrow
  4. Aaron Judge
  5. Manti Te’o


  1. Wordle
  2. Quordle
  3. Elden Ring
  4. Heardle
  5. Worldle

You can see that it’s a wide variety of interests. But there are some trends and patterns you can pick up on that could help you grow your YouTube channel to make sure you’re giving people the kind of content that they want.

What Are People Interested In?

Besides digging really deep into daily search trends, you should also be familiar with the broad interests that people have.

Next we’ll show you some of the most popular categories of videos on YouTube. Overall, YouTube searches vary widely, ranging from educational content to entertainment and everything in between. As YouTube continues to be a source of entertainment, learning, and inspiration, content creators and marketers need to keep these popular search categories in mind to effectively reach their target audience.

1. “How to” videos

One of the most common searches on YouTube is related to “how to” videos. People are constantly looking for tutorials on various subjects, ranging from fixing a leaky faucet to learning coding languages. 

With the rise of DIY (do-it-yourself) culture and the accessibility of information on the Internet, YouTube is now a go-to platform for learning new skills.

2. Product reviews

Another popular search category on YouTube is related to product reviews. Before making a purchase, consumers want to gather as much information as possible about a product. YouTube provides a platform for users to share their opinions and experiences, making it a valuable resource for potential buyers.

3. Travel and adventure

Travel and adventure videos are also highly searched on YouTube. Virtual travel experiences became even more significant during the COVID-19 pandemic, as people found new ways to explore the world from the comfort and safety of their homes. From city tours to breathtaking nature landscapes, YouTube allows people to embark on virtual journeys and satisfy their wanderlust.

4. Fitness and wellness videos

Fitness and wellness videos have also witnessed a surge in searches. With the increasing emphasis on health and well-being, individuals are turning to YouTube for workout routines, healthy recipes, and wellness tips. Fitness influencers and experts provide valuable content, guiding users through their fitness journey.

5. Entertainment

Let’s not forget entertainment. This is another category that dominates YouTube searches. People are always looking for the latest music videos, movie trailers, and celebrity gossip. YouTube provides a platform for artists to showcase their work and for users to stay up-to-date with their favorite celebrities and entertainers.

YouTube is also obviously a hub for funny, entertaining content. Comedy skits, prank videos, and funny animal compilations never fail to bring a smile to viewers’ faces. People search for these videos to unwind, de-stress, and have a good laugh.

6. Gaming

Gaming videos have taken YouTube by storm, becoming one of the most popular types of content on the platform. From Let’s Plays to walkthroughs and highlight reels, gamers all over the world flock to YouTube to watch their favorite creators showcase their skills and provide entertaining commentary.

One of the top gaming channels on YouTube is PewDiePie. With over 110 million subscribers, Felix Kjellberg, better known as PewDiePie, has become an Internet sensation. His energetic and comedic style, coupled with his genuine love for gaming, has captivated audiences for years.

7. Tech

People also turn to YouTube to learn all about the latest technology. When it comes to tech, YouTube is a treasure trove of information and entertainment.

From product reviews to tutorials, tech enthusiasts flock to the platform to stay updated on the latest gadgets and innovations. 

One of the top tech channels on YouTube is Marques Brownlee, also known as MKBHD. With over 17 million subscribers, Marques has become a trusted source for tech reviews and in-depth discussions about smartphones, laptops, and other gadgets. His high-quality videos and detailed analysis have established him as a go-to resource for those looking to make informed tech purchases.

Another popular tech channel is Unbox Therapy, run by Lewis Hilsenteger. With over 17 million subscribers, Unbox Therapy takes a unique approach to reviewing and showcasing the latest tech products. Lewis puts gadgets to the test, unboxes them with excitement, and gives his honest opinions. Viewers are not only entertained but also informed about the pros and cons of various tech devices.

These are just a few of the top categories on YouTube to give you an idea of what people are searching for. The list could go on and on. The diversity and range of interests show the platform’s ability to cater to a wide audience and provide endless hours of entertainment, learning, and inspiration.

With its vast collection of videos and content creators, YouTube continues to shape and reflect the cultural zeitgeist, keeping us entertained and informed on a daily basis. And it’s a great place for businesses to grow their online presence and build their audience.

What Can Raffiti Do for Your Business?

Building a successful YouTube channel is not easy. It takes a ton of time, effort, consistency, and dedication. But once you understand the psychology behind viewer behavior, it can be a shortcut and a roadmap for you and your brand to create engaging content that connects with people.

If you’re looking for extra support to grow your YouTube audience, our team at Raffiti Media can give you customized strategies to crush your YouTube business goals.

Here are just a few of the things we can help with:

  • How to master the complex world of YouTube SEO (Search Engine Optimization)
  • When and how to add captions and subtitles to get the most views for your videos
  • What types of video content to create to reach your target audience
  • What type of content your target audience is interested in
  • Navigating trends on YouTube and other social media platforms to cash in
  • How to add chapters to your YouTube videos 
  • The psychology behind attracting more YouTube subscribers
  • How to grow your YouTube to 10,000 subscribers and beyond
  • How to monetize your YouTube channel

We offer packages that can help you really hone in on an effective YouTube strategy to grow your business.

We’ve helped our clients earn billions of organic views and millions of dollars in revenue with their social media strategies.

Schedule a free call today!

Cracking the YouTube Code: Insights into Popular Search Queries