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

James Loveridge

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands