Google has launched the Gen Z Music Line, a new tool that helps marketers better connect with young people.
The paid feature is now available worldwide to help advertisers increase their appeal to 18-24 year olds.
Why we care Google has identified that the music favored by Generation Z plays an important role in shaping today’s culture. By discovering which songs are trending and allowing advertisers to show their campaigns close to the media that uses the music this cohort has on repeat, brands will be seen at the forefront of culture.
The Gen Z music line also gives marketers an opportunity to better connect with Gen Z, a group of people that is quickly becoming one of the largest online consumer groups. If advertisers don’t pay attention to the content that most appeals to these potential customers, they risk missing out on their adoption.
How it works. The Gen Z Music Scheduling feature uses audio, longform and shortform data from YouTube to identify trending music. Follow these steps:
The Gen Z Music Line identifies popular songs among 18-24 year olds using regularly updated data across audio, long-form and YouTube short films. Google AI then uses this data to package relevant music videos into the Gen Z music lineup. Marketers then have the option to purchase the lineup. By purchasing programming, advertisers’ campaign will run alongside content that plays the identified trending songs.
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What did Google say? Brian Anderson, Google’s global head of music and audio, made a statement via the Google Ads Help newsroom. He said:
“Gen Z plays an important role in shaping cultural spirituality. And that happens in a big way on YouTube, where Gen Z music fans discover, consume and engage with music in a variety of formats.” “Now we’re helping advertisers align their brand with the music Gen Z (18-24) audiences love on YouTube with the new Gen Z Music lineup.”
deep dive For more information, read the Google sheet Gen Z music announcement
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book “Mastering In-House SEO.”
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