At the end of April, YouTube began testing ads on shorts, this short video feature introduced in 2020 and similar to what Instagram Reels offers, but specifically TikTok. From now on, this advertising option will be available to everyone …
YouTube Short Ad Test: Encouraging Preliminary Results
Alphabet, the parent company of Google, announced its first-quarter results. Content creators know this is an unmissable opportunity to see all the news and updates on YouTube.
Sundar Pichai, CEO of Google and Alphabet, for example, said the number of YouTube channels with at least $10,000 in revenue increased 40% year-over-year. Remember that creators earn 55% of advertising revenue on the platform, which is not the case on other sites like TikTok for example, which offer ever-decreasing money.
To get ahead of the competition, YouTube introduced a $100 million Creators Fund for shorts last year. This update aims to get TikTok influencers to stream on YouTube, especially YouTube Shorts.
And while the latter is no longer entirely new, YouTube has been testing ads in short films to increase ad revenue.
Ruth Porat, Alphabet’s chief financial officer, said encouraging feedback and early results from advertisers.
YouTube decided to continue this momentum. Video Action campaigns and App campaigns will automatically adapt to short videos on the platform.
A company spokesperson said that although the company has started running ads in the shorts feed, there will be no direct revenue sharing from these ads for now.
Instead, we will continue to reward thousands of creators and artists every month with YouTube Shorts Box As we develop a long-term model for monetizing short film creators. We are actively working on a monetization solution for short film creators and will use the lessons learned from this launch to report on this. »
YouTube launched its $100 million creative fund for short films last year. Under the program, YouTube invites thousands of eligible content creators to claim payment ranging from $100 to $10,000 based on viewership and engagement for their short videos.
To be eligible, creators must meet several conditions to benefit from the fund:
- Produce original content – not videos re-uploaded from other channels or those with watermarks from other social networks;
- Be at least 13 years old in the United States or the age of majority in other countries and regions.
According to Google, short videos on YouTube achieve 30 billion views per day, four times more than last year.
Now that the platform is completely new and garnering a large number of views, the new advertising initiative will help YouTube increase ad revenue while potentially competing with the monetization opportunities offered by other platforms, such as TikTok.
Short video: The type of content to be adopted in 2022
Be it YouTube shorts, TikTok or Instagram Reels, short video has the highest return on investment 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 every brand’s content marketing strategy. A 2020 study by Wyzowl reported that:
- Users Sharing videos is double that faster than any other form of content;
- 84% of people are convinced to buy a product or service based on the brand video.
Other studies have also found that:
- A little more than half Videos under 90 seconds are watched to the end;
- more than 85% Many companies use video as a marketing tool.
Despite all these impressive numbers, don’t lose sight of your goal. Short videos on social networks in particular are more popular with young consumers, especially Generation Z. More than 70% of them spend at least 3 hours a day watching videos online.
It’s up to you to figure out how to adapt it to your brand, your goal, and your digital marketing strategy.