Fresh off its recent coverage of Coachella 2023, YouTube has announced two new ad options that will better enable advertisers to tap into emerging music trends. Recently, YouTube has shown more focus on identifying and highlighting trends, which greatly helps out its creators in better determining the eventual direction of their content. More ad options will equate to more monetization, which is a bonus anyone would be willing to take.

In Addition

The first of the new ad options are plainly called ‘Gen Z Music’. Wow, YouTube really hit the bell with that naming. Anyhow, Gen Z Music will allow brands to show their promotions alongside the latest trending music clips. As YouTube explains:

“It’s a no-brainer that songs by the likes of Bad Bunny, Doechii, and Rosalía are popular with Gen Z, but most brands don’t realize that classic hits by Cyndi Lauper and underground music from the latest soon-to-be superstars are popular with Gen Z on YouTube, too. To align your brand with the music most popular with Gen Z at the moment, we’re launching the Gen Z Music package, which leverages AI-powered signals across YouTube to identify songs trending with Gen Z, so you can reach them with the music they know and love.”

Essentially, it’s a trending music placement option that’ll make it easier for brands to showcase their promotions in connection to the latest trending music clips. So, the next time someone makes a TikTok clip to a, say, Doja Cat song, thus sending waves of people to YouTube to search for the track, you’d be able to tap into that rising popularity, allowing your brand to align with said clip.

YouTube’s also developing a new ‘Trending Music on Shorts’ offering, which will essentially provide the same placement opportunity within Shorts clips.

“Music takes on a life of its own on Shorts, skyrocketing in popularity through trends and challenges. These Shorts receive millions of views and speak to all the creative ways in which Gen Z uses short-form video on YouTube to express themselves and connect with artists. Soon, your brand can get in on the love by surrounding Shorts using trending music.”

So, it seems YouTube is cashing in on the latest music trends, via ad placement options, which will likely come at some cost, given the views and engagement such content sees. But it could be an effective way to build brand awareness and maximize reach and resonance by association.

The Wrap

That would be a valuable consideration. YouTube mentions that it now has over 100 million songs in its YouTube Music Catalog, with global and localized versions of trending tracks in over 100 countries, and 80 languages. This presents a significant opportunity, and could well be a good means to maximize your branding and promotional efforts, provided you can afford it. Read more about YoTube’s new music placement options here.