YouTube Shorts
youtube-shorts
The Challenge
For years, YouTube reigned as the premier platform for video content. However, with the emergence of TikTok and Instagram Reels, the landscape of digital video consumption has shifted. This raises the question: How can a video platform reinvent and reintroduce itself to remain relevant in this ever-evolving digital age.
The Solution
Bring in top-tier talent, ranging from musicians to vloggers, to highlight what makes YouTube…YouTube, now in a fresh format. Clever writing and sleek motion graphics convey to the audience that YouTube is simpler to navigate than ever before.
Quick Clips, Big Impact
YouTube Shorts introduces a feature within the YouTube app that enables users to craft and disseminate brief videos, enriched with music and special effects, directly from their smartphones. These bite-sized clips, extendable up to 15 seconds, align YouTube with the burgeoning trend of short-form video platforms like TikTok, simplifying the video creation and sharing process for its users.
YouTube Shorts gives everyone the opportunity to have all the fun of short form video in a way that can only be done on YouTube. In one of our biggest brand marketing campaigns to date, we are leaning into ‘The shorter side of YouTube’ to show just how easy and fun it is to watch and make YouTube Shorts. Anyone can create Shorts using music from today’s leading artists like The Weeknd and Doja Cat in addition to other videos only on YouTube.
-Jodi Ropert, Vice President, YouTube Marketing
The promotional campaign for YouTube Shorts highlighted its distinct advantage over competitors: access to YouTube's extensive existing content library. This unique selling point was at the forefront of our advertising strategy. In collaboration with The Auxiliary Co. and Interesting Development, we developed a series of videos for both television and online platforms. These videos demonstrated the innovative ways creators could leverage YouTube's vast repository of content to produce engaging videos using YouTube Shorts.
