Influencers are seeing significant interaction on YouTube Shorts. Despite often being looked at as a TikTok-copycat, Shorts is giving influencers success in its own right. According to an analysis of 11 influencers’ content (ranging from tens of thousands to millions of subscribers), the Shorts they posted saw an average of 128K views. Of this content, around a third was beauty related, but routines received more views on average than tutorials—though the latter received more likes on average. YPulse data shows YouTube is still very much a Gen Z favorite platform, even as TikTok competes for their attention. (Glossy)
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