YouTube is making a hard marketing push to promote its Shorts feature to young users. The social media platform is debuting one of its largest marketing efforts to date with a global advertising campaign aimed at attracting more Gen Z users and creators to YouTube Shorts. A 30-second anthem video and several 15-second spots are running on social media, and are making a play for young people by linking Shorts to music culture via appearances from The Weeknd, BTS, Camila Cabello, and Doja Cat in the ads. YouTube Shorts is reportedly attracting more than 15 billion daily views according to Google chief Sundar Pichai. YouTube previously launched a $100 million fund to attract content creators to Shorts, and is betting on partnerships with musicians like The Weeknd to differentiate it from TikTok’s dancing roots. (Marketing Dive)
