Google allows brands to target viewers of Youtube creator videos

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According to YouTube’s most recent <em>Culture and Trend Report,</em>聽Gen Z are increasingly consuming content that fans of a show, for example, create.</p> <p>In response, Google recently began allowing advertisers to create remarketing lists based on viewers of specific YouTube creator videos, unlocking new opps for targeted campaigns. Previously, an advertiser could only create remarketing lists from those who interacted with its own YouTube brand channel.</p> <p>“As Gen Z become influential content creators, they are dramatically creating and shaping pop culture. This is a huge opportunity for brands, who can show up where fans are, and build deeper relationships that are rooted in shared passions,” says Susan Charles, brand strategy lead, YouTube Canada.</p> <p>In the last year, 60% of Gen Z respondents watched videos made by fans of specific content, artists or public figures. More than half of those respondents (58%) shared that they actually spend more time taking in content that unpacks and comments on a piece of culture, than they do with the culture itself.</p> <p>As an example, YouTube shared that during the 16th season of <em>RuPaul’s Drag Race, </em>which ran earlier this year, creators uploaded around 1,500 hours of content related to the show. And that’s not including videos from the show’s official YouTube channel.</p> <p>Or, take the Drake and Kendrick Lamar rap beef that played out earlier this year. Naturally, fans watched and listened to the videos released by the men at the centre of the beef. But, fans also watched other fans reacting to videos, covering the songs, and discussing them. According to YouTube research, since late March, there have been over 250,000 videos uploads on YouTube related to Drake or Kendrick, tallying over 3.5 billion views globally.</p> <p>Fans engaging with other fan content more than they engage with the original show, artist or celebrity is a cultural shift. But, it’s also one that advertisers can get in on, as 71% of Gen Z respondents said they enjoy when brands engage with the things that fans are interested in.</p> </div> </div> <div id="tags" class="clearfloat"> <h6>Tags:</h6><br/><br/><p> <a href="https://mediaincanada.com/tag/content-creators/" rel="tag">Content creators</a>, <a href="https://mediaincanada.com/tag/culture-and-trends-report/" rel="tag">Culture and Trends report</a>, <a href="https://mediaincanada.com/tag/youtube/" rel="tag">YouTube</a></p> </div> </div>  </div>   <div id="related" class="nocontent"> <h2 class="pagetitle">Related Articles</h2> <div id="related-posts" class="clearfloat"><ul> <a class="relA" href="https://mediaincanada.com/2024/12/05/tylenol-complete-and-loud-luxury-drop-sick-beats/"><li> <div id="relLug"><img width="300" height="172" src="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/12/pack-shot-end-frame-1-300x172.jpg" class="attachment-sidebar size-sidebar wp-post-image" alt="" decoding="async" srcset="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/12/pack-shot-end-frame-1-300x172.jpg 300w, https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/12/PACK-SHOT-END-FRAME-1-100x57.jpg 100w" sizes="(max-width: 300px) 100vw, 300px" /> </div> <div id="relBlurb">Tylenol Complete and Loud Luxury drop sick beats</div> </li></a> <a class="relB" href="https://mediaincanada.com/2024/10/10/roblox-and-wpp-partner-to-boost-gen-z-brand-engagement/"><li> <div id="relLug"><img width="300" height="172" src="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/10/tmnt-roblox-paramount-300x172.jpg" class="attachment-sidebar size-sidebar wp-post-image" alt="" decoding="async" loading="lazy" srcset="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/10/tmnt-roblox-paramount-300x172.jpg 300w, https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/10/tmnt-roblox-paramount-100x57.jpg 100w" sizes="auto, (max-width: 300px) 100vw, 300px" /> </div> <div id="relBlurb">Roblox and WPP partner to boost Gen Z brand engagement</div> </li></a> <a class="relC" href="https://mediaincanada.com/2024/10/07/budweiser-will-use-ooh-to-curb-friends-bailing-on-friends/"><li> <div id="relLug"><img width="300" height="172" src="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/10/image001-1-300x172.jpg" class="attachment-sidebar size-sidebar wp-post-image" alt="" decoding="async" loading="lazy" srcset="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/10/image001-1-300x172.jpg 300w, https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/10/image001-1-100x57.jpg 100w" sizes="auto, (max-width: 300px) 100vw, 300px" /> </div> <div id="relBlurb">Budweiser campaigns to prevent buds bailing</div> </li></a> <a class="relD" href="https://mediaincanada.com/2024/09/17/sobeys-and-ford-sign-with-stingray/"><li> <div id="relLug"><img width="300" height="172" src="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/09/p702bev_24_lariat_agate_black_01-300x172.jpg" class="attachment-sidebar size-sidebar wp-post-image" alt="" decoding="async" loading="lazy" srcset="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/09/p702bev_24_lariat_agate_black_01-300x172.jpg 300w, https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/09/p702bev_24_lariat_agate_black_01-100x57.jpg 100w" sizes="auto, (max-width: 300px) 100vw, 300px" /> </div> <div id="relBlurb">Sobeys and Ford sign with Stingray</div> </li></a> <a class="relE" href="https://mediaincanada.com/2024/08/12/spotted-evian-wants-to-educate-tennis-fans-with-experience/"><li> <div id="relLug"><img width="300" height="172" src="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/08/evian-1-300x172.jpg" class="attachment-sidebar size-sidebar wp-post-image" alt="" decoding="async" loading="lazy" srcset="https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/08/evian-1-300x172.jpg 300w, https://cdn.mediaincanada.com/wp/wp-content/uploads/2024/08/Evian-1-100x57.jpg 100w" sizes="auto, (max-width: 300px) 100vw, 300px" /> </div> <div id="relBlurb">Spotted! 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