YouTube's civil war

YouTube finds itself in yet another rivalry...this time with itself.

Since its launch in 2021, YouTube Short has amassed over 2B users and YouTube's short-form video content receives approximately 50B views daily.?

So, why are senior staff at YouTube expressing concerns about Shorts?

Earlier this week, the Financial Times reported, "Recent YouTube strategy meetings have discussed the risk that long-form videos, which produce more revenue for the company, are 'dying out' as a format." More specifically, there is increased concern among YouTube staff that the short-form video app is cannibalizing YouTube's core business.?Honestly, we are so used to hearing about YouTube's rivalry and constant competition with TikTok that this update caught us off guard.?

Financial Times also shared that despite a recent uptick in ad sales on YouTube, internal data clearly suggests that not only are content creators uploading fewer long-form videos (due to a decrease in viewers' interest/engagement and a decrease in brands interested in partnerships), fewer people are eager to watch longer videos.??

What does this mean for the creator economy??

Don't worry, YouTube's long-form videos and Shorts aren't going anywhere. However, this surprising phenomenon clearly highlights the power both creators and viewers have over giant, uber-successful companies. At the end of the day, the success of social media platforms is dependent on influencers creating content and viewers consuming that content. If social media platforms want to stand out amongst their competitors and continue seeing success, they must ensure both sides of the relationship - creators and viewers - are getting what they want.?

It will be interesting to see how TikTok responds to YouTube's internal conflict.?

How do brands really feel about YouTube sponsorships?

Reports have shown that?70% of viewers?have purchased a product they saw on YouTube and?87% of viewers?want to see branded content (viewers like the element of ‘try before you buy’ in the digital sense.?So, it's no surprise that over the last few years, there has been a significant increase in brands tapping into YouTube sponsorships as part of their digital marketing strategy.?

But - while the internet is swarming with information targeted towards creators about YouTube sponsorships - how to get started with brand sponsorships, how to calculate your rate, YouTube sponsorship calculators, and which brands to reach out to. It seems like brands are left in the dust - especially when it comes to what brands really think about YouTube sponsorships.?

We asked a number of brands: What do you think about YouTube sponsorships?

Three main aspects were consistently mentioned and discussed:

1. Collaborating with the right influencers

2. Reaching a wider, engaged audience

3. Personalization and trust

Whether you are a brand that has already tapped into the influencer marketing industry or are eager to get started with YouTube sponsorships, this article is filled with insights from brands that want to share their experience, tips, and setbacks.?