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In late April, YouTube had begun testing ads on Shorts, this short video feature introduced in 2020 and similar to the one offered by Instagram Reels, but mostly TikTok. From now on, this advertising option is accessible to everyone …

YouTube short ad test: encouraging first results

Alphabet, Google’s parent company, had announced first quarter results. The creators know this is the unmissable opportunity to learn about all the news and updates on YouTube.

Sundar Pichai, CEO of Google and Alphabet, for example, said the number of YouTube channels that generated at least $ 10,000 in revenue increased 40% year-over-year. He remembers that creators earn a 55% share of ad revenue on the platform, something that doesn’t happen on other sites like TikTok for example, which offers ever-decreasing creator funds.

To outrun the competition, YouTube introduced a $ 100 million creator fund for Shorts last year. This update aims to entice TikTok influencers to flock to YouTube and specifically YouTube Shorts.

And while the latter isn’t entirely new anymore, YouTube has been experimenting with ads in Shorts to boost ad revenue.

Verdict?

Ruth Porat, Alphabet’s chief financial officer, announced encouraging feedback and anticipated results from advertisers.

And YouTube has decided to continue in this momentum. Video action campaigns and app campaigns will automatically adapt to short videos on the platform.

A spokesperson for the company said that although the company has started running ads in the Shorts feed, there will currently be no direct revenue sharing from those ads.

“Instead, we will continue to reward thousands of creators and artists each month through the Fund for YouTube short films as we develop a long-term model for creator monetization in Shorts. We are actively working on a monetization solution for short film creators and will use the lessons learned from this launch to inform you. “

Last year YouTube launched its $ 100 million creative short film fund. As part of the program, YouTube invites thousands of eligible creators to claim compensation ranging from $ 100 to $ 10,000 based on viewership and engagement with their Shorts videos.

To be eligible, creators must meet several conditions to be eligible for the fund:

  • Produce original, non-video content that has been uploaded from other channels or with watermarks from other social networks;
  • Be at least 13 years old in the United States or have reached the age of majority in other countries and regions.

According to Google, short YouTube videos generate 30 billion daily views, four times more than last year.

Now that the platform isn’t entirely new and amassing a significant number of views, the new ad initiative will help YouTube increase ad revenue by potentially competing with monetization opportunities offered by other platforms, such as TikTok.

Short video: THE type of content to adopt in 2022

Whether it’s YouTube Shorts, TikTok, or Instagram Reels, short videos have the highest ROI compared to other types of content used in digital marketing strategies. 30% of marketers plan to invest in it more than any other trend in 2022.

We all know that video content is increasingly becoming an important part of any brand’s content marketing strategy. A 2020 study by Wyzowl reported that:

  • Users share videos twice as much faster than any other form of content;
  • 84% of people were persuaded to purchase a product or service based on the brand video.

Other studies also found that:

  • Just over half videos shorter than 90 seconds are watched until the end;
  • Over 85% of companies use video as a marketing tool.

Despite all these compelling numbers, don’t lose sight of your goal. Short videos on social networks, in particular, are more popular with young consumers, mainly Generation Z. More than 70% of them spend at least 3 hours a day watching videos online.

It is up to you to see how to adapt it to your brand, your target and your digital marketing strategy.

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