Coachella est l'une des plus grandes scènes musicales. Pour ceux qui n'ont pas pu se rendre dans le désert en personne, YouTube était l'endroit idéal pour suivre le festival en direct, que ce soit en organisant une soirée de visionnage avec des amis, en suivant les images tournées par Shorts dans les coulisses ou en écoutant les concerts en direct depuis leur téléphone.
YouTube est la destination incontournable pour le contenu pendant la saison des festivals. C’est particulièrement le cas pour la génération Z qui vient sur la plateforme pour partager en vidéo leur expérience, les points forts des spectacles, des inspirations de tenues, des vlogs et bien d'autres choses encore.
C'est la raison pour laquelle nous nous efforçons de faciliter les moyens de connecter avec ce public qu’est la génération Z en lançant de nouvelles solutions publicitaires musicales alimentées par l'IA. Ces solutions publicitaires ont pour but de mettre votre marque en avant et au centre de la musique tendance, comme celle de BLACKPINK, qui occupe la tête d'affiche du festival Coachella. Ces solutions seront disponibles sur tous les appareils et dans tous les formats, y compris le format long, l'audio et, bientôt sur YouTube Shorts.
Atteindre le public de la génération Z où qu'il soit
YouTube a toujours été un espace incontournable pour la génération Z qui souhaite vivre une expérience musicale unique. On rappelle que YouTube Music compte plus de 100 millions de musiques dans son catalogue à travers le monde entier, ainsi que des versions localisées dans plus de 100 pays, et 80 langues.
De plus, selon l'agence de recherche TalkShoppe, les spectateurs déclarent partager leur temps de visionnage entre plusieurs formats vidéo différents. La génération Z (18-24 ans) ne consacre pas plus de 22 % de son temps de visionnage à un seul format. Afin de vous aider à atteindre la génération Z, quelle que soit la façon dont elle consomme la musique sur YouTube, nous lançons deux nouvelles solutions publicitaires musicales : Gen Z Music et Trending Music on Shorts.
Utilisez Gen Z Music pour toucher votre public sur les formats longs et audio
Il est évident que les chansons de Bad Bunny, Doechii et Rosalía sont populaires auprès de la génération Z, mais la plupart des marques ne réalisent pas que les classiques de Cyndi Lauper et la musique underground des futures superstars sont également populaires auprès de la génération Z sur YouTube.
Pour que votre marque reste toujours en phase avec les musiques les plus populaires auprès de la génération Z, nous lançons l'offre Gen Z Music, disponible dès à présent pour les longs formats et les fichiers audio. Elle met à profit des signaux alimentés par l'IA sur YouTube pour identifier les chansons les plus populaires auprès de la génération Z, afin que vous puissiez connecter avec eux grâce à la musique qu'ils connaissent et qu'ils aiment.
La musique permet de lier les utilisateurs entre eux. Lorsque les annonceurs utilisent la musique appréciée par la génération Z, ils parviennent à créer un lien avec elle.
Faites connaître votre marque grâce à la musique en vogue sur Shorts
L'opportunité d’atteindre la génération Z ne s'arrête pas là. Ce public utilise des vidéos de courte durée pour adhérer à la culture pop, découvrir de nouveaux succès et créer du lien avec leurs artistes musicaux préférés. YouTube Shorts compte plus de 1,5 milliard d'utilisateurs mensuels connectés et plus de 50 milliards de visionnages quotidiens. C'est pourquoi, dans les mois à venir, nous allons piloter Trending Music on Shorts pour les annonceurs.
La musique a une vie propre sur Shorts, sa popularité grimpe en flèche, grâce aux tendances et aux défis. Récemment, des fans de la génération Z du monde entier se sont emparés de Shorts, utilisant "Flowers" de Miley Cyrus pour accompagner leur contenu, et mettre en avant toutes les façons dont ils pratiquent l'amour de soi.
Ces Shorts ont été vus des millions de fois et témoignent de la créativité avec laquelle la génération Z utilise les vidéos de courte durée sur YouTube pour s'exprimer et se rapprocher des artistes. Grâce à Trending Music on Shorts, qui sera bientôt disponible, votre marque pourra participer à cet engouement en utilisant les musiques les plus en vogue.
Pourquoi utiliser la musique sur YouTube pour toucher la génération Z ?
Selon Pew, les adolescents américains sont plus nombreux à utiliser YouTube que n'importe quelle autre plateforme sociale. Aujourd'hui plus que jamais, les fans de musique de la génération Z veulent découvrir, consommer et participer à la musique dans de multiples formats.
Qu'il s'agisse de Shorts ou de contenus plus longs, YouTube est la seule plateforme où les spectateurs peuvent découvrir les nouvelles musiques, écouter des chansons en entier et participer aux tendances musicales, le tout en un seul endroit. 59 % des membres de la génération Z reconnaissent qu'ils utilisent des plateformes de vidéos courtes pour découvrir des choses qu'ils pourront ensuite regarder en version longue (source: Ipsos).
Quel que soit le format ou l'appareil, YouTube est l'endroit où rencontrer les auditeurs de la génération Z à chaque étape de leur voyage musical.
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