YouTube Shorts, a short-form video platform within YouTube, has grown exponentially, now boasting over 2 billion logged-in users monthly and generating 70 billion daily views. To capitalize on this momentum, YouTube recently announced updates designed to enhance brand engagement through Shorts. These updates aim to integrate Shorts more seamlessly into marketing strategies, offering brands innovative ways to connect with audiences.

This article delves into these updates and explores how they can be leveraged for marketing success, particularly in the Middle East region.

New Features for Shorts Advertising

1. Expanded Video Reach Campaigns

YouTube has introduced Shorts into its Video Reach Campaigns, which use AI to optimize ad placements across formats. By adding 60-second vertical videos to campaigns, marketers can efficiently reach wider audiences. This approach has shown impressive results: Paramount+ Mexico’s campaign for the movie At Midnight demonstrated higher ad recall and efficiency compared to traditional in-stream ads.

2. YouTube Select Run of Shorts

Building on its popular YouTube Select platform, advertisers can now target specific audiences through curated Shorts lineups. Categories include lifestyle, gaming, and food, ensuring ads are shown alongside top-performing content. Additionally, the “First Position on Shorts” feature guarantees that an ad will be the first a viewer sees when opening the Shorts feed, ideal for making a strong initial impression.

3. Enhanced Creative Best Practices

YouTube has updated its ABCDs of effective video ads for Shorts. Successful ads on this platform resemble authentic, creator-produced content. They are casual, upbeat, and engaging, encouraging viewers to share or interact. For example, a recent Brooks Brothers campaign achieved a remarkable 15.9% view-through rate by collaborating with creators for relatable content.

Relevance for Middle Eastern Brands

Short-form video content resonates deeply in the Middle East, where social media usage is among the highest globally. Platforms like YouTube Shorts offer an opportunity to connect with young, tech-savvy audiences who value engaging, authentic content. In sectors like lifestyle, food, and gaming—key interests in the region—advertisers can use Shorts to drive awareness and foster community connections.

Moreover, Middle Eastern marketers can use these tools to tap into cultural moments or local trends, aligning their messaging with the region’s diverse audiences. The ability to integrate vertical video into AI-powered campaigns also simplifies scaling efforts for brands operating across multiple markets.

Key Takeaway for Marketing Managers

For marketing professionals in the Middle East, YouTube Shorts offers an unparalleled opportunity to reach and engage with audiences. Here are actionable steps:

• Adopt Vertical Video: Ensure your campaigns include vertical video assets optimized for Shorts to maximize engagement.
• Leverage AI Tools: Use YouTube’s AI-powered campaign setups to refine targeting and placement, boosting efficiency.
• Align Content with Trends: Stay updated on regional and cultural trends to craft relatable, authentic ads.
• Utilize the First Ad Feature: Consider investing in the “First Position on Shorts” feature to secure high-impact placements.

By incorporating these strategies, Middle Eastern marketers can harness the power of YouTube Shorts to build brand awareness and drive meaningful connections in an increasingly competitive digital landscape.