But many digital publishers may be in a position to benefit from this direct monetization of Shorts content depending on how much they invest in original content, he added. are going to use Shorts as a marketing vehicle,” such as HBO Max or a podcast publisher, Cicero said. “Depending on what type of publisher you are, you’re going to start to use Shorts differently. Nick Cicero, vp of strategy at Conviva, said podcast highlights are performing really well on Shorts because they have a high tendency to get viewers over to the full-length episodes on publishers’ main channels. Spiegel said that Shorts played a major role in bringing 6,000 new subscribers to the publisher’s “U Up?” YouTube channel. In addition to full episodes on its main YouTube channel, edited-down clips from those podcasts were posted on Shorts. But in an effort to build up its presence on the platform and participate in a revenue-share program, the company began posting video recordings of its popular podcast shows including “U Up?” in October. This strategy has yielded more than 1 million views on many of the brands’ Shorts videos, the company’s spokesperson said.īetches Media only has about 12,000 followers across its YouTube channels. Vox Media’s other brands, Eater and The Dodo, have taken a more bespoke approach to Shorts content, using the long-form videos it posts on YouTube to inform the most interesting or engaged-with moments and then creating 60-second clips from that. The main driver of NowThis’’ viewership and subscriber growth on YouTube this year was Shorts, the spokesperson said, adding that NowThis increased its YouTube subscriptions by 50% compared to 2021. The strategy seems to have worked well for the publisher. NowThis’s Shorts strategy is to post the same or similar content to what it posts on TikTok on YouTube Shorts, with a slight variance in cadence, according to a spokesperson from the brand’s parent company Vox Media.

In the last 90 days, the number of YouTube videos posted to the platform with “#Shorts” was up 51% compared to the 90-day period before that, based on a study of 1.6 million YouTube Videos from more than 11,000 YouTube accounts, according to Conviva Social Insights. Creators across YouTube are experimenting more with Shorts.

Youtube shorts down