Like other social platforms, YouTube witnessed the rising need for online entertainment. It also became an effective platform for brands and businesses. So, the platform now focuses on enhancing its tools. It updated the Studio Dashboard and Audience Insights on 15 July 2020. On 04 August 2020, it added stories insights on the Creator Dashboard starting 04 August 2020. Today, YouTube introduces “Dynamic Lineups.”
Dynamic Lineups are powered by advanced contextual targeting. This helps YouTubers discover content that fits their interest. For advertisers, Dynamic Lineup is a new option to increase brand awareness. Google’s AI will analyze channels and content and organize them into more specific categories. Interested users can buy the categories into packages. Around 300 pre-packaged lineups are available at launch. Some popular topics included are:
- American Football
- Budget Travel
- Gen Z Influencer’s Spotlight
- Health & Fitness
- Interior Design
- Luxury Travel
- Teen Video Games
The feature will first roll out in:
- United Kingdom
- United States
It will then be launched globally until the month-end. YouTube introduces Dynamic Lineup as of 16 September 2020.
Implications for Marketers:
Dynamic lineups are the next generation of content targeting on YouTube. Marketers should focus on creating content that highlights a brand’s niche. This will result in better access to unique interests and needs. As such, you’ll be able to maximize the campaign at a lower cost.