The beta feature simplifies music remixing for creators, signaling YouTube’s push to rival TikTok in video innovation.

A third (33%) of US influencers believe that if TikTok is sold or banned in the US next year, Facebook Reels will become the next major player in short-form video, per August 2024 data by First Insight. Instagram Reels is close, at 32%.

New AI tools promise to boost Shorts content, but a flood of formulaic videos could make creators disappear in the algorithm noise.

While YouTube’s ad revenue is smaller than what Meta will generate from Reels on Facebook and Instagram, it’s neck and neck with TikTok, and far outpaces streaming platforms.

“What will happen next?” That’s the big question marketers have following the signing of a potential TikTok ban into law, according to Liz Cole, chief social officer at VML. While marketers don’t know if parent company ByteDance will sell TikTok, shut the platform down in the US, or find a way to fend off the legislation in court, they can prepare now for what’s to come.

Marketers need a vertical video ad strategy for YouTube Shorts to reach the 164.5 million US viewers that will use the platform this year, per our forecast. Much of what works on TikTok will work on Shorts because the platforms are so similar. But because a lot of YouTube creators are used to longform, they may need some guidance. Here are some of YouTube’s own best practices for Shorts ads from its ABCDs of effective video ads guide.

While TikTok’s fate is in limbo, the sharks circle round: Surveys show strong support for Reels if the app is banned, while China says it doesn’t support a forced sale.

Alphabet's Q3 revenues hit $76.7 billion: Growth driven by Google Search, AI innovations, and YouTube ads.

The Hollywood strikes are revealing the full power of creators. They’re accelerating the diversification of platforms and revenue streams, and they will lead to more TV-like content and creator-owned media. Here’s how marketers, social platforms, and media companies should respond.

Daily social network time is reaching a plateau, as the explosive growth in social video is approaching a saturation point. Even growth in time spent with TikTok is slowing, a sign that there’s a limit to how much social video people want to consume daily.

With the rise of TikTok and all its copycats, there’s a lot to keep track of in terms of paid advertising. Creators frequent TikTok, Reels, Shorts, and Spotlight in some capacity, but the ad ops on each platform vary. Here’s a quick guide to what’s available on each platform.

YouTube’s ad business has posted losses for the past three quarters—an unprecedented slide following years of double-digit gains. This underperformance has forced the video giant to sharpen its focus in the two areas where it has the best shot at attracting ad spending and restoring growth: connected TV (CTV) and short-form video.

Following three consecutive quarters of ad revenue losses, YouTube faces an urgent need to restore growth. This could present marketers using YouTube with opportunities to target audiences on both connected TVs and smartphones.

TikTok and Meta continue to diverge on social commerce strategies, Pinterest teams up with Wayfair on a data clean room test, and YouTube introduces unskippable ads.

Google put ads in its Search Generative Experience. YouTube has a new unskippable 30-second ad spot. HBO Max relaunched as Max. And The Kroger Co. is paving the way with in-store retail media. Here are what updates from these companies and more mean for advertisers.

US marketers will spend over $1 billion more on influencer marketing in 2023 than they did last year, per our forecast. We lay out six tactics to maximize the impact of those dollars.

Shorts wants to take ad dollars from TikTok: YouTube uses the NewFronts to tout their short-form video format.

TikTok’s future in the US is at an inflection point. Marketers who rely on the app must be prepared to pivot quickly if there is a significant change in the way the platform operates.

TikTok still won’t give clear info on creator payouts: Its new Creativity Program promises higher revenues but conveniently skirts around the specifics.

Facing signal loss and challenging macroeconomic conditions, advertisers are pumping the brakes on social network ad spending. But social video is shining through the gloom.