Short, shorter, YouTube Shorts

People have been talking for months about Instagram Reels vs. TikTok, but there is a third player in the short snackable vertical video market on social: YouTube Shorts. Unlike with Reels and TikTok, there are not many brands focussing on YouTube shorts and that is unjustified if we want to believe the data that YouTube shared this week.

First and foremost, a bit of data. Research shows that YouTube Shorts are now being watched by over 1.5 billion logged-in users every month. Considering the total number of logged in users on the platform is 2 billion, that means that 75% of all logged-in users are engaging with shorts in some form (yes, we did the math). Wow! Here are definitely some possibilities for your brand.

When looking from a marketing perspective: Shorts do not have a lot of competition at this moment, so the chances of your brand getting noticed are greater. Next, the format is ideal for storytelling. As said before, videos can be made for 60 seconds or less. Much easier to watch than the average YouTube video of about 11 minutes.

In short (pun intended), this YouTube format can have a lot of benefits for your brand. Inspiration needed? Below are three of my favorites!

• Number 1 – Ajax
• Number 2 – The Voice
• Number 3 – SportsNation