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EXCLUSIVE – Experts question YouTube Shorts

by Emily Knox | 21.07.2021

Local experts question how successful YouTube Shorts, the platform’s TikTok rival, will be among users and brands, but say it could benefit from the platform’s reach and the strong appetite for short form vertical content.

YouTube Shorts launched in Australia last week as part of a global expansion of the format. The new feature within YouTube is an attempt from the Google-owned platform to capture some of the short-form mobile video audience.

It’s not the first media company to try to take on TikTok, with Instagram launching Reels and Snapchat launching Spotlight last year.

Edward Deal, head of strategy at talent agency Born Bred, says YouTube’s brand equity will likely give Shorts a boost, but questions how much of a success it will be.

“As far as influencer marketing goes, it offers the potential to what could be a more devoted and invested fan base than ever before in terms of YouTube creators,” Deal tells AdNews.

“However, those audiences are not often on YouTube as a platform for shortform content or their favourite creators producing that type of sponsored content.”

However, Vamp co founder Aaron Brooks says YouTube has a history in short form video.