YouTube Music End of Year Recap
Rewinding the Year: How Creators Made YouTube Music Recap a Must-Share Moment
#YouTubeMusicRecap
Overview: Turning Music Memories into Shareable Moments
Every year, YouTube Music celebrates listeners’ top moments with its EOY Recap, a personalized highlight reel showcasing their most-played songs and artists. This campaign aimed to amplify excitement around the feature through influencers, driving engagement and encouraging users to share their Recaps. By tapping into creators on YouTube Shorts and Instagram Stories, we turned passive listeners into active participants in the conversation.
Challenge: Cutting Through the Noise of Year-End Wrap-Ups
The challenge was cutting through the noise of end-of-year music wrap-ups and ensuring YouTube Music Recap stood out. Competing with similar platforms, the campaign needed to create a compelling reason for users to engage, share, and celebrate their listening habits. Additionally, it was essential to generate meaningful reach beyond the platform’s core audience.
Solution: Creators as the Soundtrack of the Campaign
We partnered with 23 creators across YouTube Shorts and Instagram Stories to showcase their personalized Recaps. Each creator brought their own style—reacting to their top songs, reminiscing about their music moments, and encouraging their followers to do the same. The content felt authentic, shareable, and interactive, driving organic participation in the trend.
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Our Results:
The EOY Recap campaign successfully sparked engagement and participation, making YouTube Music Recap a widely shared and talked-about feature across social platforms.
23 Creators 🎨
23 influencers brought the campaign to life with engaging content.
147M Followers 🌟
The participating creators had a combined audience of 147 million, ensuring broad exposure.
7.6M Views 👀
The campaign gathered 7.68 million views, reinforcing YouTube Music’s presence in the EOY conversation.
1.86M Reach 🌍
The content reached 1.86 million unique viewers, expanding the campaign's impact.
374K Likes ❤️
374,000 likes showed strong audience engagement and approval.
432K Buzz 👍
432,000 interactions demonstrated an active and involved audience.
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The Creators Behind the Recap’s Viral Success
Our Creators Drive Influence Far and Wide
Here, you'll see how their dynamic content sparked a wave of engagement, with metrics that underline their impact. From substantial view counts to interactions that boosted visibility, this showcase captures the energy and reach of these creators. Each influencer helped kickstart the trend.
This Campaign Struck a Chord with Audiences
The EOY Recap campaign successfully positioned YouTube Music as an essential part of the year-end experience. By leveraging creators who made the trend personal and fun, we not only drove engagement but also strengthened YouTube Music’s connection with its audience.
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Sulfur helps clients create authentic content to fit the touchpoints of today's connected world 🌎. We do this by engaging influencers to drive awareness, amplify reach, and gain insights + data 📈 to optimize and scale future growth and performance.