YouTube and eMarketer have published a report into the “untapped potential” of short-form video – targeting both digital-first creators and brands.
According to the report, the average daily logged-in viewers of YouTube Shorts grew by over 25% year on year in the US. “Consumers love short-form video,” commented Jasmine Enberg, VP, principal analyst at eMarketer. “For young people in particular, it’s now a major entertainment channel.”
Enberg continued that Shorts presents a “massive opportunity for brands, particularly those that are looking for more cost-effective creator-made ads…With short-form video an established part of social media marketing, YouTube Shorts offers brands a familiar and tested format for reaching audiences.”
Commenting in the report, Amy Neben, partner at Select management Group, said that “having the ability to include YouTube Shorts as part of larger campaigns has become critical for brand partners.” SMG has seen an increase in campaigns from leading youth-oriented brands like Abercrombie & Fitch and Domino’s.
Summarising the report’s core findings, eMarketer said:
YouTube Shorts marries the explosion of short-form video with YouTube’s audience and creator trust. Shorts can drive discovery and conversion.
Brands are already heavily invested in creator content, but there is untapped potential to reach a wider, leaned-in audience by expanding to Shorts.
Creators have engaged communities on YouTube and brands can use partnerships on Shorts to take advantage of that deep connection.
Brands that are already investing in Shorts are seeing success. And there’s opportunity for others to connect with their existing audience and find new customers.
In 2023, Shorts cross 2 billion monthly logged-in users globally. But it’s worth noting that it is not the only game in town. TikTok has led the short-form revolution and Meta is reportedly thinking about launched a dedicated Reels app.
