2025年每个品牌应该如何使用YouTube短片

YouTube Shorts: OrganicContent for your Brand’sChannel02 Introduction01 Key Takeaways04 Advertising onYouTube Shorts03 Introduction Longer-form horizontalcontent for YouTube on TV Short-form video is becoming a staple of consumerconsumption. In fact, according to Talk Shoppe, viewersnow report watching more short-form video than studio-produced TV and films.*While there are now multipleplatforms brands can use to leverage short form videocontent,YouTube occupies a unique space because brandshave the ability to create campaigns that mix long-formand short form content, and mobile and TV views to createan impact. In this report, we’ll discuss how brands and agencies shouldbe approaching short-form vertical content on YouTube. Thetop brands are already taking advantage of YouTube Shorts,and as other brands follow they should pay attention to someof the best practices we’ve laid out here. Short form verticalcontent for YouTubeShorts Google/TalkShoppe, WhyVideo, n= 2000 weekly video viewers 18-64 (US), fielded from 12/22/22-1/9/23. YouTube Shorts:Organic Content forYour Brand’s Channel What areYouTube Shorts? Launched as YouTube’s answer to TikTok,YouTube shorts are vertical videos that can liveon a channel like a normal video but can also beviewed in the Shorts tab on mobile. First madeavailable to creators in India in September 2020,the YouTube Shorts was rolled out worldwidein July 2021. Originally capped at 60 seconds,Shorts are now defined as any vertical video thatis up to 3 minutes long. YouTube Shorts Have Grown Rapidly YouTube Shorts have grown rapidly since theirlaunch in 2021. Daily views have more thandoubled in the last 3 years, going from 30 billionin 2021 to over 70 billion in 2024, which is theequivalent of over 100,000 years of viewing time.While still not quite as big as TikTok in termsof views, YouTube Shorts now have basicallyunlimited inventory potential for advertisers. Daily Views of YouTube Shorts 100K+ Years of Viewing Time Shorts Are Mostly Viewed on MobileDevices, But Viewership on TVScreens is Beginning to Grow Share of YouTube Shorts Views By Device, Q1 2024 Although intended mostly formobile viewing, Shorts contentcan be watched on any deviceincluding TV screens. In fact, thereare signs that viewership of Shortson TV screens are growing rapidlyand will soon represent a largershare of Shorts views. For typical YouTube videos, creators make 55%of the revenue from ads that appear on theirvideos, with 45% going to YouTube. How CreatorsMonetizeYouTube Shorts For Shorts, a creator pool model is used similarto TikTok. Revenue from ads in-between shortsis pooled and shared with monetizing creatorsbased on their share of views in the pool. Oftheir revenue share, they keep 45% and 55%goes to YouTube. YouTube disclosed that over 750,000 ofits 3 million Partner Program membersare now making money from theirYouTube Shorts. Brands Are Building ShortsContent for Their Channels Creators aren’t the only ones who have taken advantage of the new popular Shorts content. Brands likeEmirates are creating Shorts or cutting down their longform videos to engage with audiences organically withthis vertical format. This has been happening long before brands could target shorts for advertising purposes. Viewer Interactionwith Shorts Viewers can take the following actions on a Short Advertising on YouTubeShorts The New Age ofAdvertising onYouTube Shorts Up until December of 2023, there was no wayto target ads so that they’d appearonlyonYouTube Shorts content. Before December2023, advertisers could only get their ads intoShorts content by using formats where it wasone of many placements where their ad wouldappear. Since 2024 was the first full year with thistargeting ability, it opened up a whole new wayof segmenting campaigns for advertisers and awhole new type of engagement on YouTube. "With the growth of YouTube Shorts,YouTube has become a leaderin short-form social video rightalongside TikTok. We've seen greatsuccess in incorporating Shorts inadvertising plans for clients, alongsideother tactics that drive high audienceengagement and maximized reachand performance." Melissa SierraEVP, Media Integration Vertical Ads on YouTube are Not New –And They Work Like a Charm onHorizontal Content While brands couldn’t target vertical ads to Shorts contentuntil December 2023 , they could target vertical ads toHorizontal content. While this makes for a strange visualwith an ad that only occupies the middle of a horizontalspace, it grabs the attention of users and performsextremely well compared to horizontal ads. Vertical Ads vs. Horizontal Ads in Horizontal Ad Positions2X10%+ Greater CTRHigher VCRAs much as What Works and Doesn’t Work WithAds on YouTube Shorts Ads on YouTube Shorts are 6–60 second skippable video or image ads that show up between Shorts contentin the YouTube Shorts feed. Because of this, ads that appear on Shorts get very low completed views as usersflip quickly th