Will Shorts be a good opportunity for brands? Whether that audience is going to be as engaged in shorter content on the platform, when they already have other apps specifically designed for their short-form needs, is the ultimate question. It also may offer a higher intent audience as many people turn to YouTube seeking information that often informs purchase behaviour, such as tutorials or product comparison research in the form of video reviews. Roughly 77% of Youtube’s audience is 18-35, meanwhile over 60% of TikTok’s audience is under 24. This is a social marketers dream as it not only saves your time, but allows you to publish content during your peak performance time, without having to be there manually doing it!ĭemographically speaking, the average YouTuber is older than the average TikToker.
TikTok and Reels both have the option to save drafts, but you cannot schedule your content to go live directly in the apps. Shorts’ uploading process is pretty much the same as YouTube videos, which means you have access to the scheduling tool. The scheduling tool is a social marketers dream This can only suggest that partnering with these YouTube creators on Shorts could help your brand achieve a higher reach and engage more of your customers than compared to its competitors. Thousands of creators on the platform have already built an engaged audience and have grown their YouTube channel with a loyal subscriber base. YouTube’s loyal users can increase your reach This gives Shorts a major leg up against its competitors, as the platform’s huge audio library gives users an abundance of popular and undiscovered songs to choose from, possibly more than what TikTok and Reels offers its users. What makes Shorts different from its competitors?Īlthough Shorts is looking and sounding a lot like TikTok and Reels, it does have some differing qualities that brands can take advantage of.Ī huge majority of artists upload their music to YouTube – specifically their music videos. Vamp’s Co-Founder, Aaron Brooks weighs in on the topic with AdNews Australia. Will it work similarly to YouTube’s algorithm, which prioritises viewers’ previously watched content, watch time and engagements? YouTube hasn’t released how their Shorts algorithm works yet. It also has a highly-addictive algorithm that quickly learns what content will keep each user scrolling and gives creators a chance of overnight success. You can find out more here.īut when we take a look at TikTok’s success, it hasn’t only been down to the content format. It’ll be distributed over the course of 2021-2022 and anyone is eligible. The platform has set aside $100 million to pay out to creators. YouTube also knows that where creators go, users will follow, so the launch of Shorts alongside a generous creator fund was a wise move. Daily views were reportedly reaching 6.5 billion. There’s a big appetite for short-form content and Shorts’ already has strong usage numbers in the markets it’s available.
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