Marketers test YouTube Shorts, one more Rival to TikTok

But more than 1.5 billion logged-in users watch YouTube Shorts a month, Google said in June, the first time it has disclosed such a stat on the platform. Drupely Inc.’s olive-oil brand Graza has seen success with how-to cooking and recipe content since it started experimenting with Shorts in June, said Kendall Dickieson, head of social for Graza. Olive-oil company Graza is using Shorts to post how-to cooking content. Asked whether the company planned further shoppable challenges, it said it is continuously evaluating opportunities across all platforms. Kitchen and home marketplace Food52 Inc. is posting Shorts that offer sneak peeks at its longer-form content on the traditional version of YouTube, as well as repurposing some recipe videos, said Gabriella Mangino, executive producer at the company. Glossier Inc. gave about 100 influencers its newest product to feature in shoppable Shorts videos as part of a test campaign. Copyright ©2022 Dow Jones & Company, Inc. All Rights Reserved.  Da ta h​as ​been gen᠎erated wi᠎th GSA Content Generato᠎r ​DEMO.

However, there is a chance these websites may shut down or won’t work in the future because of copyright issues. As global economies decarbonize, an agenda to support millions of workers whose jobs may be vulnerable to climate change and the clean energy transition can help them adapt to a net zero future. That distinction may shrink now that YouTube has made ads and branded videos available on Shorts. And videos focused solely on Graza products do better on TikTok than on Shorts, Ms. Dickieson said. Many brands using Shorts are trying to spread awareness more than they are trying to make an immediate sale, Ms. Dickieson said. Marketers are increasingly experimenting with reaching consumers using YouTube Shorts, one of the few rivals to TikTok’s short-video sharing platform. That is partly because YouTube has been a video platform from the start, unlike other TikTok competitors such as Meta Platforms Inc.’s Instagram, which is emphasizing a feed of short vertical videos called Reels. 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, she said. “So this is adding a layer on, where you have that established audience, where you do subscribe to channels and you get those notifications when their new things are coming up, and you have a much more curated experience on YouTube,” she said.

2021. YouTube said in June that more than 1.5 billion logged-in users watch Shorts a month. People have always come to YouTube to watch video, Ms. Mangino said. Still, the content that works on Shorts isn’t always what works on TikTok, some brands have found. Shorts is YouTube’s answer to Bytedance Ltd.’s TikTok, presented like TikTok as a feed of short-form, vertically oriented videos. That seemed to put the audience for Shorts on par with TikTok, which last September said it had 1 billion monthly active users. “There’s tailwinds that YouTube will get from just having a captive audience that’s unique,” Mr. Dweck said. YouTube’s particular audience gives it an advantage in its competition with TikTok and other platforms, said David Dweck, senior vice president of paid media at performance marketing agency Wpromote LLC. Shorts monetization are also encouraging, and we’re excited about the opportunities here,” said Philipp Schindler, senior vice president and chief business officer at Google, during the company’s second-quarter earnings call in July.

Leading retailers are investing in new technologies and advanced analytics to create more customized store plans. Shorts can lower brands’ barriers to entry on YouTube because its viewers are accustomed to a relatively lo-fi, user-generated, vertical look-the same style brands are already using as they make video for other platforms, said John Gross, chief executive of Fat Earth Media LLC, a digital marketing agency. Any Shorts video that included the hashtag was shoppable. A Shorts video that shows users how to cut a bell pepper, for example, has 7,000 views. Active YouTube users have the lowest overlap with TikTok users and a greater purchasing power, he said. You have to allow all the permissions it asks for in order to proceed. Analysts have pointed to TikTok’s growing hold on consumers as a direct threat to YouTube, which is a key piece of the online advertising business at Alphabet Inc.’s Google. In such a case, you still have the option to download YouTube Shorts videos without logging in to the account.

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