Can YouTube Make Shorts Happen?
YouTube launched one of its biggest brand campaigns ever this week to promote Shorts, The Drum reports. YouTube Shorts, the aptly named short-form video format (i.e., a TikTok clone), have taken over consumption on the platform. Though that’s largely because YouTube is pulling all the levers it can to make Shorts a huge deal. Starting in June in the United States, and in India before that (Shorts first launched in beta in India), creators with viral Shorts content suddenly leapfrogged longtime YouTube leaderboard standouts to become the most-seen videos of the week.
