$GOOGL - How Advertisers Are Approaching You Tube Shorts

I’m on youtube enough to notice how quickly the youtube shorts are growing like kudzu.

Like America’s attention span, videos on social platforms are getting shorter. After TikTok’s explosive growth, both Meta and Google introduced short-form video products aimed at copying capturing the endless scroll (and ad dollars) from the controversial platform.

Instagram’s pivot to Reels has been well-documented (and plenty criticized). Less explored is Google’s YouTube Shorts, which rolled out in more than 100 countries last summer. During its Q3 earnings call this fall, Google executives shared that Shorts had 1.5 billion logged-in viewers every month, totaling 30 billion daily views. As of last fall, TikTok reported having more than a billion monthly users.

“Engagement is strong. We’ve always said that we focus on building great user and creator experiences first and then follow that with monetization over time,” Philipp Schindler, Google’s chief business officer, told investors.

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