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COMPANIES & CAMPAIGNS

their active lives, varied interests and wide-ranging at-
tention spans – and this approach yields real results for
both creators and artists.

In April 2022, for instance, Shorts containing content
sampled from long-form videos generated over 100
billion views. With the launch of Shorts, artist and crea-
tor channels uploading both Shorts and long-form vide-
os are seeing better overall watch time and subscriber
growth relative to those only uploading long-form vide-
os.

Lyor Cohen, YouTube’s Global Head of Music, said:
Remixing features, Cut (left) and Green Screen (right) “Everybody knows that our mission at YouTube is to
become the leading revenue generator for the music
creators and artists to see insights and performance industry. Money is great, but it's not enough. Building
data for specific content across the platform’s different artist fandom is equally important. We want YouTube to
video formats: VOD (video on demand), Live and be THE PLACE for artists to connect and create mean-
Shorts. This allows to individualize and optimize con- ingful relationships with their fans and grow long-term,
tent strategies more effectively to make the most of the sustainable music careers; Shorts, combined with long-
platform for both reach and revenue opportunities.
form videos, is proving to be a critical way to do that.
As YouTube introduces new products, a unique new It's our job to make sure that once fans find their life’s
trend emerges, namely “the rise of the multiformat crea- soundtrack on Shorts, they are met with prompts that
tor and artist”, who moves seamlessly between different encourage them to dive deeper into an artist's reper-
video formats on YouTube – from Shorts, Longform, toire. YouTube is the only platform that makes this ex-
Live and Audio. These multiformat creators and artists perience a reality and we are ALL IN on making it hap-
produce an infinite flow of content combinations to max- pen.” (Source: YouTube) ◊
imize their creativity, reach, community connection and By MediaBUZZ
revenue. This interplay between video formats mirrors
the reality of today’s viewer, who expect content to suit

July 2022: Search Marketing 31