YouTube is adding new ways for brands to maximize their reach and introduce Shorts to their awareness campaigns.
In a company blog post, the video streaming platform announced its plans to include Shorts in its Video reach campaign to “help brands of all kinds stay relevant and connected with today’s viewers.”
Video reach campaigns are powered by Google AI to give users the best combination of ads, all while improving the reach and efficiency of brands on YouTube.
In the campaign update, brands can upload minute-long vertical videos along with other assets. They can also opt to use existing horizontal videos and use the streaming service’s AI-powered features to optimize their videos for a vertical screen. Additionally, in-feed video ads will incorporate Video reach campaigns to make it easier for brands to connect to their audience.
The app also introduced a new tool that helps brands stay “top-of-mind." With the YouTube Select Run of Shorts lineup, brand ads will appear in viewers’ Shorts feed alongside other popular and relevant videos.
Another one of its features includes the new First Position on Shorts, where advertisers can “break through” at the start of a user’s viewing session by making their ad the first Short they see.
The new changes come as a big win for brands, advertisers, influencers, and content creators. With more options and formats to choose from, they can create content that can be better marketed to specific audiences while utilizing the strong userbase of Shorts, which currently sits at 1.5 billion logged-in monthly Shorts users.
“This lets you land a strong first impression in a highly immersive environment,” the company explained. “Tapping into YouTube for awareness campaigns means more people can see your creative messaging as they watch the creators and content they love.”