Short-form content on YouTube is becoming a hotbed for influencer marketing, with brands flocking to partner with creators on the platform’s Shorts feature. As marketers invest more in short videos on TikTok, Instagram, and YouTube, the profitability of branded partnerships on YouTube Shorts is on the rise. With brands reaping the benefits of an earned-media value of $62.3 billion in 2023, creators are cashing in on ad revenue-sharing, affiliate marketing, and brand sponsorships. Discover how YouTube Shorts’ explosive growth is fueling influencer marketing success.
In the ever-evolving world of marketing, it seems that creators on platforms like TikTok, Instagram, and YouTube are becoming increasingly popular investments. Short-form videos are dominating the creator marketing landscape, with brands significantly increasing their spending on partnerships with creators on YouTube shorts, TikTok, and Instagram reels.
According to recent data, creator content provided brands with an impressive “earned-media value” of $62.3 billion in 2023, which is a 14% increase from the previous year. It’s clear that brands are recognizing the value of working with creators to reach their target audience in an authentic and engaging way.
Instagram seems to be the preferred platform for many brands, with a large number of posts and stories being shared by CreatorIQ brand clients. However, brands are also exploring other platforms like Twitch and Snapchat for potential branded partnerships.
YouTube, in particular, is gaining more attention from marketers, especially when it comes to short-form content. Brands in various industries, such as food and beverage, technology, automotive, pro sports, beauty, and fashion, are all investing in partnerships with creators on YouTube shorts. It seems that brands typically prefer to work with creators who have over 1 million subscribers, as they have a larger reach and influence.
YouTube Shorts, a platform similar to TikTok, has experienced a significant boost in influencer marketing spending. In order to access monetization features on YouTube Shorts, creators need to have a minimum of 1,000 subscribers and meet specific watch hour or Shorts view criteria.
Luckily for creators, there are various ways to monetize their content on YouTube Shorts. They can earn revenue through ad revenue-sharing, YouTube fan funding, YouTube Shopping, and even by selling digital products. Additionally, affiliate marketing and brand sponsorships are effective ways for creators to earn money through their content.
Overall, it’s clear that the creator marketing landscape is rapidly evolving, with brands recognizing the value and impact of working with creators on platforms like TikTok, Instagram, and YouTube. As these platforms continue to grow and evolve, we can expect to see even more opportunities for creators to monetize their content and for brands to reach their target audience in new and creative ways.
