YouTube Shorts: Targeting a younger demographic through short-form content

Advice for marketers on using YouTube’s latest short-form video format.

With the explosive growth of TikTok and its domination amongst young audiences, YouTube responded with its Shorts product. Is Shorts just a poor imitation, or can it be the next big step to unlocking younger, diverse audiences and supercharging your online video content?

Let’s explore the best practice on this nascent product and shine some light on how to make the most of short-form vertical video on the biggest social video platform globally.

Why care about Shorts?

It would be easy to dismiss Shorts as a cynical clone of TikTok and a thinly veiled attempt to stem the flow of...

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