Insider Influencers: YouTube Shorts, Snapchat Spotlight, and Influencer Marketing Expansion
YouTube is quietly promoting short videos as it prepares its TikTok rival for US release. Some creators say this has led to a spike in engagement and big audience growth for them. The new feature, called Shorts, allows creators to upload short vertical videos. While the full Shorts feature hasn’t launched in the US yet, creators are still able to upload videos that mimic TikToks that can appear in a new “shelf” on the app.
Creators whose videos have been picked up by the Shorts shelf have seen huge success in viewership. However, YouTube creators are eager to know if their viral Shorts will earn them money once the feature develops, as videos in the shelf currently don’t have ads.
“YouTube confirmed that adding #shorts to videos will give them a better chance of being picked up in the special section,” said YouTuber Alex Sibila. “Now that I’ve started posting more Shorts, I’ve found that they can be incredibly viral and they are very shareable. Some of my Shorts are now my most viewed videos.”
In other news, Snapchat is also going after TikTok with its new feature, Spotlight. Creators who never used Snapchat are now leaning into the platform, with some early users reporting earnings ranging from a few thousand dollars to over a million dollars since November. However, these creators are concerned that the gold rush may soon end as more people flock to the feature.
Instagram influencer Danielle Bernstein is facing allegations of copying designs from other brands to build her retail empire. Three new allegations have surfaced, including claims that Bernstein emulated a fabric print from Dolce & Gabbana and pushed workers at Onia to mimic designs from other brands under her own name.
Lastly, influencer marketing has boomed in China, with Chinese brands now looking to hire influencers overseas. A new startup called Kollyde aims to help Asian multinational brands navigate influencer campaigns in markets like the US, running cross-border campaigns for consumer tech companies with influencers like Fortnite gamer Lachlan and tech reviewer Marques Brownlee.
In other digital culture news, YouTuber and TV star JoJo Siwa recently came out as a member of the LGBTQ+ community, marking significant progress in LGBTQ+ representation in kids’ entertainment. This move has been praised by queer therapists and media experts for its potential positive impact on kids and parents.
For more on these stories and other digital culture updates, stay tuned to Insider Influencers.