The short format videos of the platform are viewed by more than 1.5 billion users each month.
São Paulo, July 7, 2022- A year ago, YouTube launched YouTube Shorts in Brazil to promote the mission of giving everyone a voice and helping content creators increase their audience and get inspired by new video formats. Since its creation, the format has generated a community of more than 1.5 billion users every month worldwide.
The voices of creators and artists occupy the center of the stage on YouTube and throughout this year, the platform has worked hard to innovate and refine the product's resources to bring to this new video format an even more enjoyable experience. Some of the recent updates include:
Video remix: using the world’s largest video library, YouTube creators can tap the content they love on the platform using the latest features of Video Remix: Hack and Green Screen, now available on iOs and soon on Android.
Cut: Allows a 1 to 5 seconds fragment of any video in long or short format, qualified, to be used in creating new Shorts content
Green Screen: allows a stretch of up to 60 seconds from any video in short or long format, qualified, to be used as a background for a new Shorts
Multiformat analysis: the platform recently launched a new design for YouTube Analytics that allows creators and artists to view specific content performance information and data in different video formats: VOD (on demand video), lives and Shorts. This allows them to more efficiently individualize and optimize their content strategies to make the most of the platform by thinking of reach and revenue opportunities.
As YouTube presents new products, a bold new trend emerged on the platform: “the rise of the multiformat creator.” Moving easily between different video formats on YouTube – Shorts, Longos, Lives and Audio – these creators and artists of various formats connect your community with the right content at the right time, creating an infinite flow of content combinations to maximize your creativity, reach and profit. This interaction between long, short, live and audio reflects the reality of the current viewer, who watches videos in different places and at various times of the day. These increasingly mobile viewers need content that adapts to their active lives, varied interests and wide periods of attention.
This approach is generating real results for creators and artists:
In April 2022, Shorts with content taken from video on demand (VOD) had 100 billion views. With the launch of Shorts, the channels of artists and creators who send videos both in short and long format are experiencing better viewing and growth time of subscribers compared to those who send only long format videos.
“The Shorts have become an essential part of YouTube experience for our creators and viewers. Now seen by more than 1.5 billion registered users every month, the product is growing thanks to the creativity of our community. Although we are still at the beginning of our journey with Shorts, we hope to continue to innovate the product so that our creators can continue to express themselves, connect with their audience and increase their reach and revenue opportunities on the platform,” says Neal Mohan, YouTube product director.
Lyor Cohen, YouTube’s global music director, clarifies “everyone knows that our mission on YouTube is to become the main revenue generator for the music industry. The money is great, but it's not enough. Developing artists' fandom is equally important. We want YouTube to be THE PLACE for artists to connect and build meaningful relationships with their fans and long-term and sustainable musical careers; Shorts, combined with long videos, are proving to be an essential path to follow. It is our job to ensure that once fans find the soundtrack of their lives in Shorts, they receive suggestions that encourage them to dive deeper into an artist's repertoire. YouTube is the only platform that can make this experience a reality and WE ALL PARTICIPATE to make it happen.”
“ YouTube is the only platform that offers creators and artists the chance to experiment and generate different types of content in one place. We seek to offer these creators of various new formats tools and ways to connect with their audience, which in turn allows them to expand their reach and diversify the way they earn on YouTube. Since its arrival in Brazil a year ago, Shorts has opened the door to a universe of possibilities for both creators and artists and users who enjoy original and creative content daily that they only find on YouTube,” explains Antoine Torres, the leader of YouTube content alliances in Latin America.
Photo: Google Blog
