YouTube rolled out new statistics pointing to Shorts' power to 'vastly increase the reach of an artist.'
. The deluge paid off: Skye had accumulated 263,000 YouTube subscribers between starting her channel in 2010 and December of 2022. In the next four months, her subscriber count nearly doubled, rising to 515,000. All the interest on various short-form video platforms helped drive streams to “Collide,” which earned a Gold certification in March, close to nine years after its release.
On top of that, it usually pays to be an early adopter because there is less competition and YouTube is heavily invested in marketing the platform. “There’s this level of organic reach that you’re going to have for a limited amount of time,” says, a digital marketer for Cinematic Music Group. The thinking is, “Let’s really ramp up, pump out content with a good strategy, and take advantage of this opportunity.
, YouTube’s global head of artist partnerships. “We’re seeing it as an integral driver of audience growth.” YouTube also announced that it updated its “Analytics for Artists” tools to incorporate Shorts uploaded by fans in addition to clips uploaded by artists themselves.Marketers are testing an assortment of strategies on the platform.
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