YouTube is flexing its marketing muscle to get Gen Z on Shorts, a TikTok lookalike that the company has already invested $100 million into through a creator fund. Ads emphasize how easy it is to start posting to the portal through mobile, with a dedicated destination that hosts Shorts videos on the main YouTube app.
YouTube’s aggressive strategy for Shorts has generated some wins on the engagement front: On a call discussing second-quarter earnings results in July, Google chief Sundar Pichai said Shorts, which is now available in more than 100 countries, already attracts more than 15 billion daily views.
