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EMARKETER
Spotlight

What’s ‘Up Next’ for YouTube

How Brands Can Supercharge Their Strategies with Creators, Commerce, and Shorts

Report by Jasmine Enberg  |  Jun 22, 2022
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Table of Contents
Executive Summary
YouTube Continues to Thrive Despite TikTok’s Advances
Creators, Commerce, and Shorts Are the Path Forward
Five Best Practices for YouTube Marketers in 2022
Sources
Media Gallery
About This Report
Amid TikTok’s meteoric rise, many marketers may be wondering whether YouTube is still relevant. The short answer is yes. But YouTube will need to carve its own niche in creators, commerce, and short video to stay relevant in 2022 and beyond.
Topics
Social Commerce
Digital Video
Influencer Marketing
US
Table of Contents
Executive Summary
YouTube Continues to Thrive Despite TikTok’s Advances
Creators, Commerce, and Shorts Are the Path Forward
Five Best Practices for YouTube Marketers in 2022
Sources
Media Gallery

Executive Summary

YouTube is still the king of digital video, but it’s facing a big challenge from TikTok. As YouTube shifts its focus to creators, commerce, and Shorts, the opportunities for marketers are growing. But YouTube’s continued relevance isn’t guaranteed, and marketers shouldn’t throw out their YouTube rulebook.

Key Question: How can marketers use short video, new shopping integrations, and creator partnerships on YouTube to drive their businesses forward?

Average Time Spent per Day by US Adult Users on Select Social Media Platforms, 2022 (minutes)
E-Mail ChartDownload

KEY STAT: YouTube and TikTok are neck-and-neck when it comes to time spent among US users, and both are well ahead of the other major social platforms.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. YouTube Continues to Thrive Despite TikTok’s Advances
  1. Creators, Commerce, and Shorts Are the Path Forward
  2. Five Best Practices for YouTube Marketers in 2022
  1. Sources
  2. Media Gallery

Charts in This Report

Average Time Spent per Day by US Adult Users on Select Social Media Platforms, 2022 (minutes)On Which Platforms Do US Social Video Viewers Watch Short-Form (<10 Mins) Video Content? (% of respondents, Nov 2021)
Have US Digital Buyers Made a Purchase via Select Social Media Platforms in the Past Month? (% of respondents, by demographic, Feb 2022)US Teens/Adults Who Recall the Names of Specific Brands Highlighted in YouTube Influencer Videos, by Age, Dec 2021 (% of respondents in each group)
US Share of Average Time Spent per Day with YouTube, by Device, 2020-2024 (% of total time spent with YouTube)

authors

Jasmine Enberg

Contributors

Natalie McGranahan
Senior Researcher and Taxonomy Manager
Yaffa Wagschal
Forecasting Analyst
Debra Aho Williamson
Principal Analyst
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