Market strategy for YouTube Shorts - By Collab Japan

Sagawa, who has surpassed 10 million YouTube subscribers, talks about rapidly growing content and future prospects

We conducted a survey based on data by creators belonging to Collab Japan on trends in the short video market in the future.

In June 2022, according to an official announcement from Google, it was announced that the number of monthly login viewers of YouTube Short exceeded 1.5 billion in less than two years after the service started.?In April of this year, Google and Alphabet CEO Sundar Pichai said that YouTube Shorts averaged 30 billion views a day, four times more than a year ago.

As evidenced by this, as of May 2022, the total number of views of YouTube Short videos of Collab Japan creators has grown significantly, about 10 times that of January 2021. (See graph below)

YouTube also notes that with the start of shorts, channels that upload both feature-length videos and shorts have increased overall viewing time and number of subscribers compared to creators who upload only feature-length videos. increase.

In addition, Collab Japan is also paying attention to the fact that the short video format is a format that can be easily deployed on other platforms such as TikTok and Instagram Story, and YouTube Short video is also used to maximize the reach of creators' content.

We anticipate that we will make a significant contribution in the future. We believe that this trend will lead to the acceleration of new entry of creators who are active on multiple platforms, and will also lead to the revitalization of the creator economy.

Since the beginning of 2022, the number of promotions utilizing YouTube Shorts from companies and consultations on short content production has been increasing.?In social media marketing, the content style is subdivided into Instagram feeds and stories, YouTube tie-up videos, and YouTube Short videos, and depending on the characteristics of the products that appeal, the viewing scale can be strategically and efficiently used by using different platforms and media. It is changing in the direction of increasing.

Collab Asia also supports promotion on various social media platforms including not only YouTube and TikTok but also Weibo and BiliBili in China, based on the latest marketing trends from the perspective of both creators and companies.

Sagawa, which keeps the top number of views per month in the world YouTuber ranking, uses YouTube Shorts, and short and easy-to-understand funny videos that have become very popular and are strongly supported by overseas.?In the case of Sagawa, the channel is mainly developed for shorts instead of the usual feature-length videos, and the number of views of short videos is about half a year from November 2021 to May 2022 when the YouTube channel was opened and as you can see that it has doubled.

For the first time, Sagawa himself provided an opportunity to talk directly about whether there was a strategic background to such growth.

The reason why Sagawa started disseminating content in the current style is that "Non-verbal content started to be popular in the world shortly before starting TikTok, and JUNYA / Junya was the only non-verbal content growing in Japan. So I felt the possibility. "

When he was asked what he was conscious of when making short videos, he said, "I try not to post videos properly, and vice versa, and I try not to aim too much, and I take the reaction plainly. After that, I watch TikTok and YouTube Shorts videos that are buzzing overseas every day. As you can see, I am building my own style through trial and error and research through trial and error."

To grow the number of views, registrants, and followers, it is necessary to reach a larger audience, but Sagawa says, "I rarely advertise using social media to increase the reach."Unlike Japan, overseas content has almost no effect even if you use social media other than YouTube, and it will not grow unless you buzz for each content. My Instagram followers (14,000 as of July 2022) If you look at it, you'll understand it. As you can see, the number of views of Sagawa's short videos has increased because we post multiple contents a day."

Regarding the future of short content, Sagawa said, "I think that vertical short videos such as YouTube Short and TikTok will continue to grow. My expectation is that more creators will make vertical feature videos that are not short. "?Vertical videos are becoming more common not only on social media platforms but also in digital signage in towns and stations, and electronic comics are becoming more and more vertically read. We anticipate more creatives that are not limited to (16: 9).

Finally, we received a message from Sagawa for creators who mainly produce short content, which will increase further in the future.

"Don't bend your beliefs, not just short creators. If you want to be a creator like this, try watching all the videos of that person, or imitate them. The videos of creators you usually watch casually can be complicated, if you look at it and try to imitate it.Especially since short content is about 15 seconds, it is more difficult to sell yourself in a limited number of seconds. In most cases, even if you make it, you will not be able to see it at all. If you continue to do that, some creators will break your heart, but if you do not bend your beliefs and face it seriously, the results will come out clearly. I had a period of patience for about half a year, but as a result of believing in myself, I have seen the results now. And just recently, I have 10 million subscribers on YouTube. Short content is possible I think there are still more, so I'm looking forward to the appearance of new people like Luffy in One Piece in the future. "

Collab Asia currently has offices in 7 Asian countries, and as an MCN, it supports more than 2,000 YouTube channels and influencer marketing in each country, but Junya is also popular overseas, including Sagawa. , ISSEI and other creators' content will be developed on various platforms centered on YouTube, making full use of Collab Asia's network and know-how, firmly controlling the trend of video content on various social platforms, belonging We declare that we will support the growth of creators.

In addition, Collab Asia uses the YouTube system to perform digital rights management (DRM), and its strength is to maximize the value of content through revenue collection and geoblocking, which cannot be dealt with on an individual basis.?By supporting the YouTube channels of creators, we aim to create an environment where you can concentrate on your creative activities and further improve profits.

[Survey outline]

? Survey period: As of May 2022

? Survey organization: Collab Japan Co. , Ltd.

? Survey target: Data of creators belonging to Collab Japan

? Survey method: YouTube Analytics