Hey, what’s trending on YouTube?
In the July YouTube trending update 2025, the tech giant has officially discontinued its Trending tabs, ending an era of manually curated, suggestive viral content.
This sudden change in the YouTube trending page reflects a shift from generalised ‘viral’ content recommendations.
Users now want discovery that understands their language, preferences, and behavior. They have gone beyond the collective consciousness’s preference for generalised popular culture when it comes to YouTube content consumption.
Individual preferences have led to identity resonance with niche communities within the YouTube user base.
With the YouTube trending page gone, creators now need to rethink their content targeting or rely upon promotional strategies for a better head start.
Why Did YouTube Remove the Trending Page?
Reasons for the Shutdown
There were three main drivers behind this decision:
- Declining engagement: As user behavior evolved, the YouTube Trending page started getting less traffic. Most users were discovering content through the Home feed, Shorts, and search.
The one-size-fits-all model couldn’t keep up with rising diversity in regional trends, languages, and genre interests. Internal metrics showed low engagement on the tab compared to more dynamic surfaces like Shorts feeds, Home recommendations, and the Subscriptions tab.
- Rise of personalized feeds: Viewers today expect tailored content. YouTube’s data showed that people engage more with videos that align with their past behavior and local preferences.
YouTube’s new discovery model favors:
- AI recommendations based on user watch history
- Search trends and regional interest signals
- Real-time interactions like likes, shares, and comments
- YouTube Shorts and Discover feed dominance: YouTube Shorts’ explosive growth changed how audiences consume and discover content. Instead of visiting a static list regarding what’s trending on YouTube, users now scroll through personalized feeds. They can find creators organically, based on interest, behavior, and real-time engagement.
The YouTube micro-communities like gaming, regional comedy, tech, fashion, education, etc are thriving currently! That’s where YouTube has redirected discovery as per its YouTube trending update 2025.
What Replaces the Trending Tab?
Explore & Shorts Feeds
YouTube is steering users toward a personalized Explore tab and an endless Shorts feed. Instead of a global list on the YouTube trending page, users now get:
- Genre-based trending charts, like:
- Trending Music Videos
- Weekly Top Podcasts
- Gaming Explore Page
- Popular Movie Trailers
- Revamped Explore categories that update dynamically: fashion, tech, wellness, regional news
- Shorts tab that constantly pushes bite-sized viral content based on your scroll and interaction patterns
This format aligns with how users consume content in 2025 on mobile, in the moment, and through smart recommendations.
New ‘For You’ Curation
The new “For You” section is where the AI does its heavy lifting. It curates content for each viewer by analyzing:
- Watch history
- Engagement style
- Regional language preferences
- Search behavior
This means every user’s feed becomes their own version of “what’s trending on YouTube.” It’s fast, responsive, and infinitely more relevant.
Impact on Creators
Harder to Get Viral Hits?
Without the Trending tab, creators lose a built-in spotlight. Smaller channels that previously gained momentum through the tab might feel the hit, especially if they don’t have an existing subscriber base. Viral moments are now earned through AI-driven algorithms.
That said, virality hasn’t vanished; it’s just become platform-driven. To get discovered, you now need to engineer interaction: clicks, comments, watch time, shares.
Algorithm Matters Even More
With AI in charge of discovery, the YouTube algorithm is now the ultimate gatekeeper. It prioritizes:
- Click-through rate (CTR) from thumbnails and titles
- Viewer retention within the first 15–30 seconds
- Engagement depth (likes, comments, poll responses)
Creators need to reverse-engineer their content for these signals. Working with a YouTube Video Promotion Platform like Flintzy can help push content into these smart feeds by targeting the right audience demographics.
New Opportunities with Shorts
The Shorts format is now the go-to discovery engine for YouTube. Why?
- They autoplay in feeds
- Users scroll endlessly, increasing impressions
- Discovery is fast and AI-led
Creators can grow much faster through Shorts than long-form videos alone. Combine that with the Community tab and posts, and even small creators can trend without the Trending tab.
Refresh your content calendar and script according to the details of YouTube Shorts’ New Post Feature.
How Creators Can Adapt
Optimize for Recommendations
The algorithm now favors:
- Clear, curiosity-driven thumbnails
- Retention-optimized openings
- Compelling titles with emotional or informational hooks
To get recommended, creators must focus on:
- Increasing average view duration
- Crafting metadata that matches viewer interest
- Driving clicks and comments early after upload
Even if you don’t go viral, you can build sustained reach through algorithm tuning.
Focus on Shorts & Live
YouTube is favoring real-time and short-form content. Try:
- Posting 3–5 Shorts per week to test topics
- Going live for product drops, Q&As, and behind-the-scenes moments
- Repurposing long-form videos into 15–60 second Shorts
These formats boost impressions, especially on mobile. They also keep your channel in the “active” zone of YouTube’s algorithm.
Leverage Community & Collabs
The Community tab is now a full-blown growth tool.
- Post polls, memes, and teasers between uploads
- Use it to bring back dormant subscribers
- Collab with creators in overlapping niches to expand reach
Collaboration is still one of the most effective ways to reach new, interested audiences, especially if both channels already have algorithm trust.
Conclusion: Stay Relevant Without Trending
Evolve with the Platform
YouTube is now letting the data decide what’s viral. Creators must evolve with this philosophy. Platforms like TikTok, Instagram, and now YouTube all favor:
- Relevance over popularity
- Niche growth over mass appeal
- Real-time engagement over static exposure
Build Loyal Communities
Instead of chasing viral spikes, focus on building consistent engagement. YouTube’s algorithm rewards:
- Repeat viewers
- Session starts
- Subscriptions driven by content, not just promotion
A loyal audience signals quality, which in turn increases visibility across personalized feeds.
Track Updates Regularly
YouTube is iterating fast. Creators need to:
- Follow the YouTube Creator Blog
- Stay tuned to platform updates
- Monitor tools like the Inspiration tab and Hype features
For strategic help, explore YouTube’s New 2025 Monetization Rules to align your content and business model.