Do you have a marketing plan for 2024? Don’t worry, unless it involves YouTube Shorts

Meta’s Threads fades as quickly as its hype grows, BeReal has a blink-and-you’ll-miss-it moment in the sun, and the X (formerly Twitter) whirlwind is a drama that shows no signs of slowing down. It sparked a whirlwind of change.

Amid all this hustle and bustle, YouTube remains a steady presence.

YouTube: Stable as a rock?

YouTube’s unwavering popularity is evidenced by its users watching more than 1 billion hours of video content each day, making it the most-watched platform on connected TV (CTV) for most of the last year. It is also his second largest search engine in the world and the second most popular social media platform, with his 2.49 billion active users representing about 82% of Facebook’s user base. of users.

A quarter of viewers say they discover new brands and products through YouTube ads, which reach 86% of UK internet users.

Influencers are the foundation of any social platform. Content drives your feed and drives engagement. YouTube has always been a powerful platform for content creators. From its earliest vlogs to its newest channel, YouTube Shorts, the platform has always seamlessly integrated influencers and their real, accessible voices into its DNA.

Every day, billions of viewers eagerly tune into the platform to stay up to date with their favorite content creators. A whopping 68% of Gen Z users think these creators are the main reason they visit the platform.

So, with Facebook news on the decline and video-based networks continuing to gain popularity, YouTube is pushing for the top spot.

Versatility of YouTube Shorts

Shorts are the best weapon in your platform arsenal. It brings people together by creating tight subcultures like TikTok and Snapchat, but it’s also a feeder for the platform’s main domain.

According to YouTube, short videos now receive more than 70 billion views per day, and the integration of long-form and short-form content has never been smoother.

We see all kinds of advertisements (demonstrations, skits)., (intriguing stories), all of which drive sales and build fans for your brand. “Clash of Clans” earned him over 90 million views and over 3 million likes. Squarespace showed that you can sell anything with short videos.

of Part of resistance: Google search integration

YouTube is owned by Google. The platform’s integration into the world’s most used search bar means YouTube content answers queries across the web. It also connects the platform with viewers beyond the garden walls. YouTube (both long and short) is indexed directly into Google Search. This is a big change for creators and brands.

Consumers can watch the platform’s content on their phones, desktops, or CTV. If your video is enriched with keywords, catchy descriptions, eye-catching thumbnails, and creative captions, it will have a much higher impact in search.

Leverage fandoms and subcultures

YouTube is more than just a casual social media platform. It’s a playground for creators and fans to dig deeper into their favorite subjects: musicians, movies, TV shows, sports, games, and more.

Short videos are open to everyone, from creators to celebrities, brands to performers. According to Google, YouTube advertisers who added vertical creative assets and video action campaigns saw 10% to 20% more conversions per dollar spent on short videos compared to campaigns using horizontal only. %Increased has.

Partnerships between brands and influencers will continue to be a major source of content on the platform. Reese’s ad featuring Gen Z stars Merrick Hanna and Kausha Campbell It received 73,000 likes. Sugar Cosmetics’ makeup tutorial sparked a lively conversation with 14,000 comments.

And YouTube is expanding its secrets to bringing creators and viewers closer together with AI-powered filtering assistance, including Dream Screen, YouTube Create, and AI Insights tools. The result is a series of products and features that enable people to push the boundaries of creativity.

YouTube reaches surreal heights with AI

New features like AI-generated backgrounds, AI-driven scene transitions, automatic captions, and custom effects help creators create better videos, making professional-quality videos more professional than ever with minimal effort. You can reach many people.

And now Google Bard is partnering with YouTube. Bard’s AI connects to YouTube data to help you create connective marketing plans and unique video summaries that up your search game. Google Translate supports over 100 languages ​​and processes over 140 billion words every day. Google Photos has automatic image recognition.

TL;DR

So how can you make the most of your YouTube Shorts opportunities this year? Start by focusing on engaging users quickly. As you ideate and plan, try to grab their attention in the first few seconds through thumb-stopping visuals, questions, and overlays.

Next, make sure it matches your brand. The synergy of the client and agency partnership is the driving force for artistically injecting creativity while ensuring that the content stays true to the essence of the brand. Stay on top of what’s trending with pop culture moments, hashtags, and viral trends.

And finally, test, test, test at scale by analyzing the impact of your content and what your audience finds most appealing.

YouTube isn’t the only social platform to watch this year.it’s what makes a brand Must If you want a holistic brand experience online, incorporate it into your marketing strategy.