As published in wwd.com: * TikTok is a short-form video platform that has pioneered the growth of short-form video globally.
* YouTube Shorts is a short-form video platform that is a part of YouTube.
* Data from Dash Hudson indicates that YouTube Shorts views have grown 24% this year compared to the fourth quarter of 2023.
* TikTok and Instagram Reels have seen respective declines of 18% and 3% during the period.
* Instagram Reels is more developed at this stage, garnering nearly the same average views per video that TikTok does.
* The sample of beauty brands using YouTube Shorts is smaller than those using TikTok or Reels, but early-adopter brands are seeing success.
* Laneige is a beauty brand that has benefited from a well-established presence on YouTube Shorts.
* Fenty Beauty, which launched in 2017... has been successful on YouTube Shorts by fine-tuning its long-form savvy.
* YouTube has a cross-generational appeal, "with a more sizable Gen X and Baby Boomer viewer base than its counterparts." Dates of events related to this: * 2017: Fenty Beauty launched during the tail end of YouTube's golden era.
* Fourth quarter of 2023: TikTok and Reels saw declines in views... while YouTube Shorts' views grew 24%.
Source: Found here* YouTube Shorts is a short-form video platform that is a part of YouTube.
* Data from Dash Hudson indicates that YouTube Shorts views have grown 24% this year compared to the fourth quarter of 2023.
* TikTok and Instagram Reels have seen respective declines of 18% and 3% during the period.
* Instagram Reels is more developed at this stage, garnering nearly the same average views per video that TikTok does.
* The sample of beauty brands using YouTube Shorts is smaller than those using TikTok or Reels, but early-adopter brands are seeing success.
* Laneige is a beauty brand that has benefited from a well-established presence on YouTube Shorts.
* Fenty Beauty, which launched in 2017... has been successful on YouTube Shorts by fine-tuning its long-form savvy.
* YouTube has a cross-generational appeal, "with a more sizable Gen X and Baby Boomer viewer base than its counterparts." Dates of events related to this: * 2017: Fenty Beauty launched during the tail end of YouTube's golden era.
* Fourth quarter of 2023: TikTok and Reels saw declines in views... while YouTube Shorts' views grew 24%.
YouTube Shorts' 24% growth in views.
YouTube Shorts' 24% growth in views is a notable trend, with highlights including its ability to resonate with Gen X and Baby Boomer audiences. The platform's cross-generational appeal sets it apart from its competitors, TikTok and Instagram Reels, which skew more towards younger demographics. YouTube Shorts' early-adopter beauty brands are seeing success, with Laneige being a prime example.The brand's established presence on Shorts is yielding positive results, solidifying its position as a top performer on multiple platforms. Fenty Beauty's success on Shorts can be attributed to its fine-tuning of long-form savvy, "allowing it to leverage the same momentum on the platform." As the market continues to evolve... YouTube Shorts' growth and adaptability make it an attractive option for beauty brands seeking to diversify their online presence.
TikTok's decline in views, contrasted with Shorts' growth.
As TikTok's views decline by 18% and Instagram Reels' views drop by 3% from the fourth quarter of 2023, YouTube Shorts stands out as a leader in the short-form video space. This shift suggests that consumers are seeking new platforms to engage with content, and brands would be wise to follow suit. TikTok, once a pioneer in short-form video, may be losing its luster as younger audiences turn to other platforms.Conversely, YouTube Shorts' 24% growth in views demonstrates its potential to fill this void and attract a broader audience. As the competitive landscape continues to evolve, "brands may find it prudent to expand their presence beyond TikTok and Instagram.".. and instead invest in platforms like YouTube Shorts to stay ahead of the curve.
YouTube's cross-generational appeal among viewers.
YouTube's cross-generational appeal is a significant advantage in the short-form video space. Unlike TikTok and Instagram Reels, which cater predominantly to younger demographics, YouTube's viewer base spans across generations, including Gen X, Baby Boomers, and even older adults. This broad appeal allows brands to reach a wider audience and build a more diverse community.As a result, beauty brands can leverage YouTube Shorts to effectively target multiple generations, increasing engagement and conversions. The platform's ability to cater to different age groups also makes it an attractive option for brands looking to build a long-term presence online. With YouTube Shorts, "beauty brands can establish a strong online presence that spans across generations.".. providing a solid foundation for future growth.
As the fate of TikTok , which pioneered the growth of short-form video globally, hovers in limbo , could YouTube Shorts offer a promising next frontier for short-form beauty content? While Shorts only generates roughly one-third of the views of its counterparts on average, data from Dash Hudson indicates its views have grown 24 percent this year compared to the fourth quarter of 2023, while TikTok and Reels have seen respective declines of 18 percent and 3 percent during the period.□□□ □□□
