Following successful testing, Ipsy is honing in on YouTube Shorts. The beauty membership service started testing the short-video platform back in April after rumors of TikTok being banned, but now, the company is banking on the success of YouTube Shorts: it currently accounts for 38% of their views on social media, earns them six-figures monthly, and 30% of their content is published on the platform, according to a senior director of social media at Ipsy. He says “Great scale and momentum is happening on YouTube shorts, and YouTube is priming people to go to their platform to watch short-form videos.” YPulse’s Brand Tracker data shows that YouTube is still the leading overall brand for Gen Z, while TikTok ranks fourth. (Glossy)
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