3…2…1…Liftoff! @youtubemusic has launched.
YouTube Music has been quickly growing as the go-to social spot for all things music. It had grown so large that it was time for it to have social media channels of its very own, apart from @youtube. We launched @youtubemusic—a unique handle with its own voice dedicated to serving up new music material—on Twitter and Instagram.
For the launch, we teamed up with megastars like Ozuna, Dillon Francis, Kelly Clarkson, and Dua Lipa to create original content and hype for what the channel would offer fans. The campaign was music to followers’ ears—it reached 54% of the target audience, and drove up YouTube Music’s rate of engagement 3-to-8x higher than that of competitors since launch, positioning @youtubemusic as a leader in the social music world.