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.

Jump to Trending Track Checklist

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

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.

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

POST MALONE
commented on SEBBY CLEMENS’ Short using his song “Congratulations.”
Like or comment on UGC
Like, Pin, Heart fan comments

Moderate

MOLIY
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

J.I.D.
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.