While social platforms facilitate the creation of new influential people, with a large number of followers, there is still a lot to be said about the lure of classic rock stars and movie heroes to help attract audiences and stimulate interest in social applications.
YouTube is relying on it this week, in partnership with musician Ed Sheeran to host previews of his latest songs exclusively in YouTube Shorts clips.
The initiative will give users YouTube Shorts access 14 new songs by Ed Sheeran ahead of their official release (October 29), while Shorts users will also be able to create their #SheeranShorts songs for each song.
Which will no doubt bring many Ed Sheeran fans to Shorts and spark more interest in this option. YouTube notes that it is Sheeran one of top 10 artists with the largest subscription on the platform (to 49.1 million subscribers), and the expanded campaign looks like a good way to increase interest in YouTube’s TikTok-like option – which will, ideally, also help prevent users from switching to TikTok instead. .
Interestingly, TikTok also uses celebrities in its latest promo campaign, and The Rock and Heidi Montag are taking part in the “Discover My World” campaign.
Again, there’s a lot to be said about the appeal of big-name stars, and while building a sustainable, useful creator ecosystem is also key to the platform’s growth, these new campaigns will no doubt appeal to millions of relevant fans of these high-profile users.
Will this help increase interest in YouTube Shorts in the long run? It’s hard to say if Shorts is a special place on YouTube, but YouTube says Shorts already generating 6.5 billion views a day, and is growing rapidly in several markets.
Perhaps this will ensure that YouTube maintains its leading position as the key online video platform of choice, while the creator’s advanced monetization structure for creators will also ensure it is in a good position to take advantage of a new wave of creators seeking to maximize its revenue potential.
TikTok is also developing its own e-commerce incentive programs, but YouTube is currently the leading earning platform and could stay that way for a while longer.
YouTube will hopefully find this a place where it can surpass TikTok, providing a more complete monetization path for creators. And if it can provide a sustainable TikTok alternative to Shorts, by building its audience, it could also contribute to the platform’s continued appeal.
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