Making the Most of
Music Trends
Take viral songs beyond the buzz. Unlock the full potential of trends to fuel sustainable channel growth and build a dedicated fanbase.
The Nature of Trending Tracks
Your music can go viral at any moment, even years down the line.
Trends, whether out of pre-release hype or a sudden resurgence, are a massive opportunity for artists to spotlight their music and connect with a wider audience.
Learn how to identify trends and leverage these moments to build momentum around your music and keep new listeners coming back for more.
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ALEX WARREN boosted the success of his viral track “Ordinary” with consistent Shorts creations, fan engagement and multiple visual storytelling pieces.
Trends Often Boost
DISCOVERY
Exposure to short-form video
trends and social buzz
CONSUMPTION
Full song listens and music
video views
FAN ENGAGEMENT
Participation in short-form trends, engaging with artist, joining
social conversation
What is a Trend?
When thinking about how to approach trends, it’s important to identify what kind of trend you’re referring to.
TRENDING SONG
A song that has significantly increased engagement and creations using that song.
MEDIA TREND
A group of videos with the following in common:
- Shared Media - common song or sound
- Shared Concept - Short form video format that can be replicable, like choreography, transitions, challenges and more.
Types of Media Trends
Top-Down Trends
Trend that begins with
artist-made challenge that usually leverage choreography
& dance moves, which creators & users recreate.
MEOVV created a Short with a clear call to action for fans to join their #DropTopChallenge, with members mirroring the dance in the background.
Bottom-Up Trends
Trend starts directly from users based on their own challenge & choreography, and once it becomes viral, artists & creators join to recreate the challenge
J.I.D. recreated the trend for his 2022 song “Surround Sound” live with fans at one of his shows.
How to Identify Trends
Take into account growth in a relatively short period of time and growth in a concentrated market or geography
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Increased Shorts creations or other UGC
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Increased listens, views and search
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Shifts in audience demographics
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Fan-made, alternative versions of audio
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Increased comments or engagement
Evaluate Trends in Analytics
Monitor your music using song-level analytics within YouTube Analytics for Artists. From a high level, look at the number of creations, views by format and more—then dig in deeper as needed.
Roster View
For accounts that manage multiple OACs (ex. Labels, managers, content owners). Learn more here.
Trending Track Checklist
Here are some recommended considerations when optimizing your channel to support a trending track.
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Is the song and/or version of the song available officially?
Has the song been delivered to Shorts, YouTube Main, and YouTube Music with all necessary rights secured?
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Is there a visual storytelling asset, like a music video, for the video one the OAC?
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Do you understand where (and who) heightened activity is stemming from?
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Are you claiming the song correctly?
Is the song classified correctly? (ex. Web asset vs.
Music video)
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Are videos including the track and the artist channel updated?
Optimize thumbnails, descriptions, keywords that relate to virality, channel branding, featured video, etc.
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Is the song available for Shorts Remix?
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Is your channel currently blocking UGC?
Consider allowing UGC to consolidate all content using this track
Best Practices
Before a song even trends, there are ways to set up your channel for success by boosting discoverability and engagement.When a track takes off, maximize the moment, act fast and use strategies to convert new listeners into lasting fans.
Engage with Your Fans
Your fans and audience are pivotal to your song’s success. Build on the momentum they started for your song while deepening your connection with your growing fanbase.
LIGHT
commented on SEBBY CLEMENS’ Short using his song “Congratulations.”
Like or comment on UGC
Like, Pin, Heart fan comments
Moderate
remixed a fan-made Short doing the “Shake It To The Max (FLY)”
dance trend.
React to or Remix UGC
Feature fan-made content in a
Fan Shorts playlist
Strong
recreated the trend for his 2022 song
“Surround Sound” live with fans at one of his shows.
Participate in the ongoing trend
Embrace fan-made versions of your song
Before a Trend: Set a Good Foundation for Discoverability
Create a music video for your track
It’s important to have a compelling visual available when fans search your song. A strong visual helps tell your story and lets fans truly connect with your artistic vision.
Tease your new song
Create Shorts using your Preview sound to build familiarity among fans. Repeatedly seeing content with this clip may build anticipation for the full release.
Continue to highlight catalog music
Link your past release to a current cultural moment. You'll reignite fan love, attract new listeners and market the song like it’s new.
USHER highlighted the 20 year anniversary of his album Confessions by showing his music video for his track “Yeah!” side by side with his residency performance.
Once a Song Starts Trending - Boost Growth
Add to your visual storytelling
If your trending track doesn’t have a music video already, it’s a great idea to create one while discovery is happening in mass.
If you already have a music video out, explore fresh visuals that introduce your creative vision to new audiences.
Embrace alternative versions, whether original or fan-made
Lean in and amplify different versions of your track - like sped up, slowed down, mash ups, etc. - to build excitement and familiarity with your song.
If your track is trending globally, it may be time to build an export strategy and collaborate with local artists that fans are already familiar with.
THUY reacted to fan mash ups with her song “girls like me
don’t cry.
Organize your channel layout to highlight trending song
Make content featuring your track easy to find. Set the song’s music video as your channel featured video or create a playlist featuring videos using the song, including fan-made content.
Thank Fans and Acknowledge Their Support
Whether you’re sharing a Short, post or comment, sharing your gratitude or acknowledging fans’ support can make them feel unified and inspired to support in more ways.
RAVYN LENAE showed gratitude for the support around her resurgent song “Love Me Not” a year after its release.