The New YouTube 'Shorts' Campaign Looks to Take On TikTok
Niko Pajkovic — August 14, 2021 — Marketing
References: youtube & campaignlive
The new Youtube 'Shorts' campaign intends to promote the company's TikTok-like video clip feature. Not surprisingly, it comes on the heels of YouTube's recent $100 million investment into its development, which aims to monetize 'Shorts' and create a platform capable of competing with TikTok and Instagram's 'Reels.'
Created in collaboration with Interesting Development, this new ad campaign seeks to introduce audiences to "the shorter side of Youtube" via 30 and 15-second commercials. These high-energy ads feature prominent musicians including Doja Cat, The Weeknd, and Camilla Cabello. In addition, the ads succinctly highlight how the new feature will actually work for both creators and viewers.
Released in July and now available in over 100 countries, YouTube 'Shorts' intends to “empower the next generation of mobile creators,” said a spokesperson from YouTube.
Created in collaboration with Interesting Development, this new ad campaign seeks to introduce audiences to "the shorter side of Youtube" via 30 and 15-second commercials. These high-energy ads feature prominent musicians including Doja Cat, The Weeknd, and Camilla Cabello. In addition, the ads succinctly highlight how the new feature will actually work for both creators and viewers.
Released in July and now available in over 100 countries, YouTube 'Shorts' intends to “empower the next generation of mobile creators,” said a spokesperson from YouTube.
Trend Themes
1. Video Clip Monetization - The competition between short-video platforms presents an opportunity for businesses to develop innovative monetization strategies for creators.
2. High-energy Ad Campaigns - Businesses can leverage high-energy ad campaigns to create excitement around new products or features and capture the attention of younger demographics.
3. Short-form Video Culture - The rise of short-form video culture presents an opportunity for businesses to quickly and effectively communicate with a younger audience.
Industry Implications
1. Social Media - The social media industry can capitalize on the trend by developing short-form video features and expanding monetization options for creators.
2. Music Streaming - Music streaming companies can partner with short-video platforms to feature prominent artists and songs in high-energy ad campaigns and drive user engagement.
3. Advertising - Advertising agencies can leverage the popularity of short-form video culture and high-energy ad campaigns to create compelling and effective marketing strategies for clients.
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