For the last 15 years, YouTube has shaped culture, but culture equally shapes YouTube. Because the platform’s Trending tab is curated based on what’s popular, it’s a true reflection of society and culture by country - and therefore an invaluable resource for brands. This week we’re joined by YouTube’s culture and trends lead, Roya Zeitoune, whose job it is to track these trends. In this episode she reveals what is popular right now, how brands can use that information in their strategy and what you can learn about your audience with these insights. We also discuss how YouTube content reflects how our needs have changed since the pandemic on a truly global scale. Plus we cover the impact of YouTube on culture, broadcasting, celebrity and discoverability. This episode is a must-listen for brands and marketers that want to crack YouTube, understand the function of its many content formats and understand its nuanced relationship with your customers.