Key Takeaways:
- YouTube Shorts combines short videos with YouTube’s trusted platform.
- Users trust creator recommendations on YouTube more than other platforms.
- Brands can tap into engaged audiences and boost sales through Shorts.
- Many brands haven’t embraced Shorts yet, creating an opportunity for early movers.
- Creators can help brands connect with younger audiences like Gen Z.
Why YouTube Shorts Matters for Brands
If you’re a brand looking to grow online, YouTube Shorts might be your next big opportunity. A new report from EMARKETER shows that Shorts is a powerful tool for reaching and engaging audiences. Imagine mixing the fun of short videos with YouTube’s massive and trusted audience. That’s exactly what Shorts does.
YouTube is already the #1 platform for influencer content, especially for product reviews. People trust what creators say on YouTube way more than on other social platforms. In fact, users are 98% more likely to trust creator recommendations here. This trust is gold for brands trying to sell products or build a loyal fanbase.
Shorts also has huge reach. It now has over 2 billion monthly logged-in users worldwide. That’s a lot of people! And the best part? Many brands haven’t jumped into Shorts yet, so there’s room to grow and stand out.
How Brands Can Win with YouTube Shorts
Brands are already investing in creator partnerships, but Shorts is still largely untapped. This means companies that start using Shorts now can get ahead of the competition. Plus, it’s more cost-effective than traditional ads.
Jasmine Enberg from EMARKETER says, “Shorts presents a massive opportunity for brands, especially those looking for more affordable creator-made ads.” So, if you’re looking to save money while still reaching a big audience, Shorts is a smart choice.
Gen Z Loves YouTube Shorts
Younger audiences, like Gen Z, are huge fans of YouTube. The report shows that 96% of Gen Z users in the U.S. watch both short and long-form videos on the platform. This means brands can use Shorts to connect with younger people who might not see their long-form content.
The number of daily logged-in viewers of YouTube Shorts in the U.S. grew by over 25% in 2024. This shows how quickly Shorts is becoming a go-to for entertainment and inspiration.
Brands Are Already Succeeding with Shorts
Let’s look at some brands that are crushing it with YouTube Shorts:
- Urban Decay partnered with creators like Kelly Strack and Ashley LaMarca to promote a new eyeshadow palette. The result? A 3% boost in purchase intent and a 278% increase in searches for the product.
- Eight Sleep worked with creator Mark Rober to show off their cooling mattress cover. The fun video, where Rober builds a mini ice rink, got over 19 million views.
These examples show how Shorts can drive real results, like more interest, searches, and sales.
Creators Are Key to Success
Creators have built strong communities on YouTube. By partnering with them, brands can tap into these engaged audiences. You can work with creators you already partner with or find new ones who reach different groups of people.
The report also mentions that creator content has driven nearly 50% of U.S. social shoppers to make purchases. This shows just how much influence creators have.
Enberg adds, “Creators can turn their fans into customers.” As more creators launch their own brands, it’s smart for marketers to partner with them before they become competitors.
The Future of YouTube Shorts
YouTube Shorts is becoming a must-use tool for brands. It’s perfect for both big campaigns and one-off social posts. Plus, creator-led content on Shorts is delivering 12 times more impressions and 17 times more engagement than brand-owned content.
As short-form video continues to shape how people consume media and shop, brands that embrace Shorts now will see big benefits.
Conclusion
YouTube Shorts is more than just a trend—it’s a powerful way for brands to connect with audiences and drive sales. With its massive reach, trusted ecosystem, and engaged creator communities, Shorts is a goldmine waiting to be explored.
So, what are you waiting for? Dive into YouTube Shorts and see how it can help your brand grow and thrive in 2024 and beyond!
