We all know that vertical videos are big right now, but when it comes to YouTube Shorts, the platform is just getting started. And for YouTube, at least, nothing demonstrates this better than recent data from EMARKETER.
The report involved surveying Gen Zers in the US, and one statistic found that 96% of those surveyed watch both short-form and long-form YouTube videos. But that only tells half the story. As Jasmine Enberg, vice president, and principal analyst at EMARKETER points out in a statement, “Consumers love short-form video. For young people in particular, it’s now a major entertainment channel, and that offers opportunities for brands from storytelling to sales.”
She adds that “with short form video now an established part of social media marketing, YouTube Shorts offers brands a familiar and tested format for reaching audiences.”
When it comes to reaching audiences, YouTube Shorts is among the best, with the report noting that average daily logged-in viewers of YouTube Shorts increased by over 25%.
Another key part of the report emphasizes the power of creators, as it claims that influencer recommendations drive nearly half of all social media purchases. So, as Tubefilter points out, if brands were to work with Shorts creators, they’d be heavily rewarded.
Ultimately, despite TikTok’s current spotlight, this report underscores that YouTube Shorts remains a significant contender.
