Ep. 104 - Watching the World: What YouTube’s Trending Tab Says About Your Audience | Roya Zeitoune - YouTube, Google

For the last 15 years, YouTube has shaped culture, but culture equally shapes YouTube. Because the platform’s Trending tab is curated based on what’s popular, it’s a true reflection of society and culture by country - and therefore an invaluable resource for brands. This week we’re joined by YouTube’s culture and trends lead, Roya Zeitoune, whose job it is to track these trends. In this episode she reveals what is popular right now, how brands can use that information in their strategy and what you can learn about your audience with these insights. We also discuss how YouTube content reflects how our needs have changed since the pandemic on a truly global scale. Plus we cover the impact of YouTube on culture, broadcasting, celebrity and discoverability. This episode is a must-listen for brands and marketers that want to crack YouTube, understand the function of its many content formats and understand its nuanced relationship with your customers.

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SocialMinds sets out to make social media second nature for any marketer. Be a fly on the wall as our host, Eve, goes behind the scenes of the best global brands in the game, and extracts actionable insight from their experts, for you. Including bi-weekly interviews with guests like Ryanair, Formula 1, Innocent Drinks, as well as fluff-free bulletins on important platform updates, this top-rated podcast is designed to provide unfiltered access to the most coveted names in the industry, wherever they are in the world.