Marketers Test YouTube Shorts, One More Rival to TikTok

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by Lindsey Francy Aug 9, 2022 News
Marketers Test YouTube Shorts, One More Rival to TikTok

One of the few competitors to TikTok's short- video sharing platform is YouTube Shorts.

Like TikTok, shorts is a feed of short-form, vertically oriented videos on the site. The videos can last up to 60 seconds and can include music or audio clips. The platform was launched in India and the US last year.

According to analysts, TikTok is a direct threat to YouTube, which is a key piece of the online advertising business atAlphabet Inc.

In June, it was revealed that more than 1.5 billion people watch YouTube shorts a month. The audience for Shorts was similar to the one for TikTok, which had 1 billion monthly active users.

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The integration of Shorts with the broader platform is an asset. That is due to the fact that YouTube has been a video platform from the beginning, unlike other TikTok competitors.

Food52 Inc.'s executive producer said that the company is posting short films that offer sneak peeks at its longer-form content on the traditional version of YouTube.

Ms. Mangino said that people always come to the site to watch videos. She said that it's adding a layer on where you have an established audience, where you subscribe to channels, and you get notifications when new things are coming up.

Some brands have found that the content that works on TikTok isn't always what works on shorts.

Photo: Drupely Inc.

Drupely Inc.'s olive-oil brand has seen success with how to cooking and recipe content since it started experimenting with shorts. A video showing how to cut a bell pepper has 7,000 views. The videos that focus on Graza products do better on TikTok.

The brands that use shorts are trying to spread awareness more than they are trying to sell. She said that consumers aren't ready to be sold to on shorts, unlike Reels or TikTok where they are already well-accustomed to seeing brand videos and advertising.

Now that ads and branded videos are available on shorts, the distinction may be reduced.

Philipp Schindler, senior vice president and chief business officer at the company, said during the company's second-quarter earnings call in July that they were excited about the opportunities in the area.

Photo: Glossier Inc.

Glossier Inc., a beauty brand, created a challenge for users to try in order to sell their products through Shorts. It gave a lot ofInfluencers its new No.1 pencil eyeliner and encouraged them to make short videos with the #WrittenInGlossier in the caption. The users who tapped the # were taken to the website where they could purchase eyeliner and be asked to recreate a look as part of the challenge. Shoppable is any Shorts video that includes the #.

The amount of revenue generated by the test was not disclosed. It said it is constantly evaluating opportunities across all platforms.

The same style brands are already using as they make video for other platforms can be seen in short films.

He said that success on shorts can give the agency and brand more confidence to spend more money on bigger executions of their ideas.

David Dweck, senior vice president of paid media at Wpromote, said that YouTube has an advantage over other platforms because of its specific audience. The purchasing power of active YouTube users is higher than that of TikTok users.

A captive audience that is unique is one of the factors that will help the company.

Write to Ann-Marie Alcntara.

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