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YouTube Shorts kick-starts rise of platform’s next generation innovator

By Eniola Daniel
08 July 2022   |   12:27 pm
*Celebrates one year in Nigeria YouTube Shorts has kickstarted a new phase to capture the rise of the platform’s next generation innovator. One year ago, YouTube introduced Shorts in Nigeria to further it mission to give everyone a voice and help creators grow their audiences and be inspired by new video formats. Since its inception,…

YouTube PHOTO: REUTERS

*Celebrates one year in Nigeria

YouTube Shorts has kickstarted a new phase to capture the rise of the platform’s next generation innovator.

One year ago, YouTube introduced Shorts in Nigeria to further it mission to give everyone a voice and help creators grow their audiences and be inspired by new video formats. Since its inception, YouTube Shorts has grown a community of more than 1.5 billion monthly logged-in users globally.

At the heart of YouTube’s journey are the voices of creators and artists.

It says when it introduced Shorts, it knew that it was bringing an important new format to the YouTube repertoire.

Since inception, for artistes, the path to success has never been more demanding, so it designing products like Shorts to make YouTube the place for them to connect with their fans and grow long-term, sustainable music careers.

It has worked innovation and refining the product features its community knows and loves to incorporate this new video format into the broader YouTube experience.

In April 2022, Shorts containing content sampled from long-form videos generated over 100 billion views.

With the launch of Shorts, artist and creator channels uploading both Shorts and long-form are seeing better overall watch time and subscriber growth relative to those only uploading long-form.

Some it recently launched highlights include Video remixing, Cut,  Green Screen.

Others are Multiformat analytics which evolves the in-depth analytics. It recently rolled out a new design for YouTube Analytics which allows creators and artists to see insights and performance data for specific content across its different video formats: video on demand (VOD), Live and Shorts. This allows them to individualize and optimize their content strategies more effectively to make the most of the platform for both reach and revenue opportunities.

As YouTube introduces new products, it has seen the birth of a new trend unique to the platform. The rise of the multiformat creator and artist. Moving seamlessly between different video formats on YouTube from Shorts, Longform, Live and Audio. These multiformat creators and artists create an infinite flow of content combinations to maximize their creativity, reach, community connection and revenue. This interplay between video formats mirrors the reality of today’s viewer, who expect content to suit their active lives, varied interests and wide ranging attention spans.

This approach is yielding real results for both the creators and artists.

YouTube’s Chief Product Officer, Neal Mohan, said: “Shorts have become an essential part of the YouTube experience for our creators and viewers. Now being watched by over 1.5B logged in users every month, the product is growing thanks to the creativity of our community. While we’re still at the beginning of our journey with Shorts, we look forward to continuing to innovate the product so our creators can continue to express themselves, connect with their audiences, and increase their reach and revenue opportunities on the platform.”

Also, YouTube’s Global Head of Music, Lyor Cohen, said: “Everybody knows that our mission at YouTube is to become the leading revenue generator for the music industry. Money is great, but it’s not enough. Building artist fandom is equally important. We want YouTube to be the place for artists to connect and create meaningful relationships with their fans and grow long-term, sustainable music careers; Shorts, combined with long-form video, is proving to be a critical way to do that. It’s our job to make sure that once fans find their life’s soundtrack on Shorts, they are met with prompts that encourage them to dive deeper into an artist’s repertoire. YouTube is the only platform that can bring that experience to reality and we are ALL IN on making it happen.

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