Is Shorts the next frontier for music discovery?

7 music insights from YouTube Shorts

As interest grows around YouTube Shorts, Round’s data is showing a growing correlation between Creations on Shorts and music charts as well as how user interactions with music content on Shorts is showing deeper engagement than other platforms. Here are some of the insights that are driving our campaigns:

1.   Correlation with the Billboard Hot 100 has been growing

We’ve monitored the YouTube Shorts charts since they launched in November and compared correlation with the Billboard Hot 100, paying attention to the number of matching songs and their relative placement on both charts. Since February 2024 the correlation between the Shorts and Billboard charts has increased sharply. While we won’t speculate around which one is impacting the other, the data at least suggests a growing relationship between the two.

 

2. It’s 50/50  Frontline vs Catalogue with a preference for Pop tracks

Using YouTube Shorts charts data we categorized all Audios  by release type and genre. Of the highest charting Shorts audios just over half are Frontline releases vs 43% Catalogue and just 2% are original sounds. Compare this to TikTok where Frontline tracks dominate and Instagram Reels where Catalogue is more prevalent.

3. Views on Creator posts accumulate over a longer period of time

Whereas on TikTok the majority of views accrue in the first 24 hours, views on YouTube Shorts are more gradual. From a sample of 50 posts over a two week window we found that only 20% of views occurred in the first 24hrs. This is definitely something to keep in mind when comparing Shorts campaigns against other platforms.

4. More subscribers =  more views, but Micro creators still go viral

Creators with more subscribers are getting more views– however, these creators are used to the (far) bigger brand budgets that come with sponsorship on the main app. Micro creators on the other hand while naturally having less views/subscribers are still going viral. Across our Micro creator campaigns, between 10-20% of posts are getting over 10k views, with 5-10% getting over 50k views.

5. Comments play a bigger role in Engagement than TikTok

We’re seeing far more comments on YouTube shorts posts than on their TikTok counterparts. In the case of one creator who posted the same content across both platforms, they were seeing 3x more comments on YouTube shorts than on TikTok. Not only is there a greater volume of comments, those comments tend to be more relevant to the post and music, and less ‘spammy’. This could be inherited from the famous/infamous YouTube video comment culture that’s commonplace on the primary platform.

6.   The content feels like ‘early’ TikTok

A lot of Shorts original content reminds us of TikTok from a few years back; there’s more dancing, pranks, arts & crafts, and simple transitions. While these verticals are of course still popular on TikTok – they’ve become more self-referential and meta whereas on Shorts they come with less cynicism.

7.    Family content over-performs

Whether it’s content aimed at parents or kids – Family oriented content has been over-performing. It makes sense – Family vlogs are incredibly popular on the main app and the break-away YouTube Kids app has meant that younger audiences are used to being on the platform – unlike other video apps, both parents and their children are well acquainted with YouTube.

 

Are you interested in YouTube Shorts? Get in touch with our team today

 

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Which UK Festival ‘won’​ TikTok this summer?

TL/DR

  • The content coming out of festivals this year was about the campsites, not the artists
  • Wireless was by far the biggest and most viral festival on-platform this year
  • Official Audio usage of lineup artists dropped during festival season in favour of random original audios
  • LF System x Parklife was one of the festival season’s biggest trends

Every summer as festival season kicks off our feeds become inundated with pictures of other-worldly outfits and stages, mud and party-hungry revellers. The past decade has been dominated by Instagram; where the glitzy shadow of Coachella looms large. However, as TikTok becomes the platform where audiences spend most of their time , we ask three key questions:

  • What does festival content look like on the platform?
  • Which festivals were the ‘biggest’ on TikTok?
  • How did festival appearances affect artists’ profiles on TikTok?

What we did

We focused on 10 of the UK’s most loved festivals. The festivals below reflect a range in terms of size, audience and genre:

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We analysed the amount of views under year-specific hashtags (i.e. #boardmasters22) to work out the digital ‘size’ of each festival as well as the general hashtag (i.e.#boardmasters) to get a full picture in terms of content and trends. We looked at content a week before the festival, the week of, and the week after.

What did festival content look like in 2022?

Though it was blockbuster line-ups that sold tickets this summer, festival content was about one thing… the campsites. When looking at the top creations for each festival, the majority of content revolved around campsite shenanigans; mud, unruly neighbours, ‘wars’ with other groups, to name a few. Interestingly, Glastonbury which had a primarily 25-34 audience (whereas the rest were mainly 18-24) was slightly different; ‘Daily diaries‘ or Festival-ground tours were a lot more common.

         Apart from a few notable exceptions – artists were eerily inconspicuous in festival content. Harry Styles, as expected, was a major talking point for BBC R1’s Big Weekend, and there were trends around throwing phones at the stage at Wireless, but the content that overwhelmingly trended largely left the headliners out of the picture.

         One of the year’s biggest festival trends also involves one of the year’s biggest tracks. LF System’s Afraid to Feel was much intertwined with Parklife Festival. In the run up to the festival, variations of this trend were pushing up the views on the Parklife hashtags and the creations on the Afraid to Feel Audio even though LF System weren’t on the lineup.

When looking at the top creations for each festival it was clear that the majority of content revolved around campsite shenanigans.

Which festival was biggest?

Wireless, by a country mile, had the biggest moment on TikTok this year – whether we look at video creations, views, or engagement; every metric shows that it was the favourite. As to the why – it’s a natural fit between genre, audience and platform. The lineup was made up of some of Rap and RnBs biggest artists which currently have a huge Gen Z audience; these are the artists that Gen Z love to shout about, and TikTok is naturally where they go to do so. The festival ran for two weekends which provided more opportunity for viral content to spring out and its attendees were particularly good at generating the sort of content TikTok loves.

We saw two extremely viral moments; one of a would-be attendee/ prominent influencer  sneaking in and one that started a common trend of people throwing their phones onto the stage in the hope that the performing artist will pick it up.

Views under each hashtag

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Creations under each hashtag

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Festivals and TikTok Audios

With festivals being such a big topic of conversation we expected that line-up artists’ TikTok presence would grow.  However, the opposite was true – the majority of content coming from audiences relied on ‘original’ sounds meaning that the majority of Official artist audios on TikTok decreased across the festival season. That’s not to say the same was reflected in streaming figures, but certainly on TikTok, artist appearances did not translate to greater usage of those artists’ audios.

artist appearances did not translate to greater usage of those artists’ audios.

What does it mean for festivals? What does it mean for artists?

 For artists

–   You don’t have to be in the line-up to take advantage of an upcoming festival

–   Artist campaigns should focus on the pre-amble to a festival rather than the festival itself as audio usage is likely to drop in that time

–   Consider having alternate ‘original’ versions of your songs available for the festival weekend

For festivals

–   Collectively the festival hashtag had over 10 billion views this summer. TikTok is a platform for discovery – the content from festivals this year will inform purchase intentions next year, so being active on platform early will help sell tickets during the key purchase period

–   The campsite is where the majority of content comes from, not the arena – people want to show the experience rather than the headliners – lean on the experiential element of your event in your marketing to get the most from TikTok

Some of our favourite festival moments

–  The Boardmasters water tunnel

–  The Truck classical mosh pit

– The  Glastonbury “paramedic”

7 music insights from YouTube Shorts As interest grows around YouTube Shorts, Round’s data is...

Request a copy of the playbook here Why did we write this playbook? Since its launch, Reels...

The Barbie movie has not only dominated the singles chart Top 5 with its Mark Ronson produced...

What the music industry can learn from TikTok’s #Barbiecore revolution

The Barbie movie has not only dominated the singles chart Top 5 with its Mark Ronson produced soundtrack and shattered box office records with its record-breaking opening weekend, it has had a palpable impact on the digital zeitgeist. But now that the pink dust is beginning to settle, what does the data actually tell us about what drove Barbiemania and, importantly, what can the music industry learn from the story of this cultural phenomenon?

Think pink?

While the buzz ahead of the film was intense, it reached a fever pitch immediately after the movie’s debut; and at that point, there was also a marked shift in attitudes towards the film. Data collected from creator activity on TikTok shows that the carefully curated line-up of artists and songs on the album had a pivotal impact on defining attitudes towards the film, contributing to the fundamental reshaping of the Barbie brand.

Before the movie’s release, data sourced via Round’s proprietary technology – which allows us to identify, understand and leverage trends that are emerging on TikTok in real time – showed what many might have expected: that the excitement surrounding the movie was focused on its materiality, with conversations revolving around the film’s striking aesthetics, giving rise to the #Barbiecore craze.

#Barbiecore celebrates the neon pink aesthetics associated with Mattel’s doll and, during the three weeks before the movie hit screens, the hashtag accumulated around 300 million views. To put this acceleration into perspective, the hashtag has gained approximately 700 million views in total since its inception in the summer of 2022. #Barbiecore, along with its sub-trends #Barbieshake, the #Barbiefeet challenge and ‘Hi Barbie’, surfaced in response to the style and vibe of the initial trailer. Alongside this, Aqua’s 1997 hit Barbie Girl unsurprisingly experienced a resurgence on TikTok, underscoring the role of music and nostalgia in driving movements.

Based on these trends, expectations emerged around the upcoming movie’s narrative. Many anticipated a high-energy, pink-themed experience that resonated with Barbie’s core essence. In response, marketing teams across the music industry were doubtless poised to activate content strategies that capitalised on the ‘pink wave’ to promote associated songs and artists across digital platforms.

#Barbiecore no more

But as soon as the movie and its Mark Ronson-produced soundtrack were released, the real-time public reaction hit the brakes and took an unexpected U-turn, pulling the rug from under any carefully devised #Barbiecore influenced marketing plans.

According to Round’s data, #Barbiecore tracks Dance The Night, by Dua Lipa, and Nicki Minaj and Ice Spice’s collaboration, Barbie World, initially gained popularity, with around 15,000 daily videos each after the film’s release. However, their trajectory quickly plateaued.

7 music insights from YouTube Shorts As interest grows around YouTube Shorts, Round’s data is...

Request a copy of the playbook here Why did we write this playbook? Since its launch, Reels...

TL/DR The content coming out of festivals this year was about the campsites, not the...

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