3 min read
YouTube’s latest creative trends report has put a name to a phenomenon long in the making: Creative Maximalism. For Gen Z, content is no longer a passive experience but a complex, layered world of pop culture mash-ups, inside jokes, and deeply engaged storytelling.
Examples like the surreal animations of Skibidi Toilet, the theatrical brilliance of EPIC: The Musical, and meme-spliced cat videos represent a new paradigm where viewers become part of an immersive, co-created culture.
The Elements of “Creative Maximalism”
YouTube’s study, based on research across top markets and thousands of online users, identified four key elements driving this trend:
- Audio/Visual Complexity: Maximalist content is characterized by a dense, fast-paced assault on the senses. Layered information, intricate visuals, and rapid-fire edits are common, all of which reward high “web literacy” and sustained viewer attention.
- Narrative Co-creation: These trends build massive, decentralized entertainment properties with immense casts of characters and storylines. Viewers are invited to create, remix, and interpret, making them active participants in a sprawling, public-generated narrative.
- Internet-Referential Humor: Much of the humor and ideas are built on layers of online inside jokes and meme culture, creating a “secret language” that only devoted fans understand. This fosters a sense of community and exclusive belonging among those in the know.
- Globally Influenced: The content seamlessly blends cultural references from around the world. As Gen Z media consumption has become borderless, so too has the palette from which Creative Maximalists draw their inspiration.
From Passive Viewers to Active Fandom
The rise of Creative Maximalism signifies a profound shift in Gen Z’s relationship with media. In contrast to older generations who primarily consumed content from film and television, today’s teens possess the tools and platforms to become creators themselves. This transforms the viewing experience from a one-way street into a rich, two-way relationship between creator and fan.
This is most apparent in how fandom has evolved. Fans don’t just consume; they actively participate by generating their own content, whether it’s fan art, explainer videos, or parodies. In some cases, this fan-made content can even surpass the original in popularity and cultural impact, creating a virtuous cycle of creation and consumption. A prime example is the Amazing Digital Circus, where fan content garnered billions of views more than the original show.
Beyond the Shorts: Gen Z Embraces Long-Form Content
Although many stereotype Gen Z as having a short attention span, studies show they actively engage with longer, meaningful content. YouTube wants to develop a complex viewing habit where short-form, maximalist clips can serve as an entry point into a deeper, more immersive world of content. That includes video essays, live streams, and multi-part series. This willingness to delve deeper is a key takeaway for content creators and marketers.
For creators and brands, understanding Creative Maximalism is no longer optional. Audiences want narratives they can expand on and remix. Success is less about a single viral hit and more about constructing a universe that fans can inhabit. The “polished” style of traditional advertising is often a turn-off for Gen Z, who value authenticity and humor.
Creators who embrace absurdity and speak directly to their audience’s internet-native sensibility often see greater returns. Creators who engage with their audience through polls, Q&As, and acknowledging fan-made content build deeper loyalty and stronger communities.
At its core, Creative Maximalism is about compelling storytelling. Even the most chaotic or surreal content, like Skibidi Toilet, works because it follows classic narrative structures that resonate on an emotional level with its audience.
