New year, new platform.
In a recently-released letter from YouTube CEO Susan Wojcicki, we get a peek under the hood at some of the biggest changes coming to the platform and consider how brands can prepare themselves for these new opportunities. Here are two key areas that all brands should be aware of:
YouTube Shorts
The format released in late 2020 has already reached 5 trillion all time views and is poised to continue its rapid growth, but many brands have yet to fully embrace this. Additionally, exciting new functionality like remixing allows Shorts to utilize audio from other YouTube videos.
Made-for-Shorts content is ideal, but brands can consider leveraging their TikTok videos, Instagram Reels, or even recutting their existing YouTube uploads (when creatively possible) to program the format and test the waters.
A steady flow of Shorts could prove very valuable for brands looking to drive both eyeballs and sales as shopping functionality is further rolled out (see below).
Shopping
YouTube released a creator tagging pilot program last year and is looking to expand this further in 2022. It’s no surprise given 75% of viewers agree that YouTube enhances the traditional shopping journey by delivering unexpected inspiration.
Look for shopping to become available to brands as well as integrations with Shorts. Considering YouTube reaches more 18- to 49-year-olds in an average week than all cable TV networks combined, brands should seriously consider consistently programming streams that include their products.
It’s a plus that livestreams can be made available as VOD after-the-fact with the shopping functionality intact.
Of course, there are many other areas in which YouTube has noted changes – equity, the regulatory landscape, the living room TV experience, sustainability, and more. In actuality, YouTube is always changing.
From audiences, to content, to the algorithm and beyond, doing what worked yesterday is a recipe for falling behind today. Don’t be discouraged, though! In fact, brands have been very successful at revitalizing existing content libraries, refreshing algorithmic approaches, and marrying tried-and-true content pillars with innovative, new formats to deliver business impact.
Long-tail discoverability and impact are actually one of the most interesting and unique characteristics of YouTube for brands compared to other social media platforms. (When was the last time you searched for an old video on Facebook versus on YouTube?)
What’s important for brands looking to make an impact on the platform is consistently showing up, creating intentional content, and being able and willing to experiment with new methods to attract and engage audiences.
This Thought Leadership piece was written by Chris Mengay, VP, Head of Sales at Little Dot Studios.
