Google Marketing Live is the company’s annual equivalent of I/O for advertising. The 2022 edition saw Google announce several new shopping and advertising experiences that end users can expect in the coming year, including Discover video ads.
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As TikTok has very clearly taken over the public’s interest, YouTube has been investing heavily in its own version of the short-form video app. YouTube Shorts is widely available at this point and driving billions of views, and now the ads are coming.
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As TikTok has dominated the internet, other platforms have been quick to cash in on the short-form video trend. Instagram did it with Reels, and YouTube has been doing it with Shorts. Now, YouTube Shorts are expanding yet again, this time on the web and tablets.
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Short-form videos have taken the internet by storm over the past few years thanks to the rise of platforms such as TikTok. YouTube Shorts first made its debut in 2020, and in the time since, creators have collectively generated over 5 trillion views.
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As of last month, YouTube Shorts is available in over 100 countries as Google’s TikTok and short-form viral video competitor. The company now wants to ramp up Shorts awareness with a global ad campaign “introducing the shorter side of YouTube.”
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Short-form videos have exploded in popularity lately, thanks to the rise of TikTok, and many other platforms are trying to get in on the trend. After testing the feature in select countries, Google is now launching YouTube Shorts globally.
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YouTube Shorts is rolling out further still, coming to the UK, Canada, and Latin America. That’s not all, though, as this expansion is joined by a new audio sampling feature that allows you to add audio to your own YouTube Shorts from almost any creator on the platform.
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YouTube Shorts are aggressively being pushed to compete with TikTok. To drive content creation, Google is setting up a YouTube Shorts Fund to pay those that create the best short-form videos every month.
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After a preview in India, YouTube Shorts is rolling out in the US with a beta launch. Alongside the expanded availability, Google is making a number of updates to the short-form platform.
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Despite being the dominant streaming platform on the entire internet, YouTube is taking on TikTok directly with its own Shorts videos.
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