Publisher: E-Commerce Institut

Scientific Director: Prof. Dr. Richard Geibel

Author: Julian Thiers, M.A.

The answer was one TikTok video.

Abstract

YouTube Shorts offers the highest ROI in the field of short video content in 2022 thanks to its early mover advantage and enormous user base across all age groups. The E-Commerce Institute Cologne considers the platform to be a central component for future social commerce and strategic brand management.

Important facts about YouTube Shorts

Still unsure whether short videos are really relevant for you?

The HubSpot Blog’s 2022 Marketing Trends Survey found that:

• YouTube is the most widely used platform across almost all age groups.
• 51% of marketers will increase their investment in short videos in 2022.
• High ROI thanks to enormous organic reach.
• In-video shopping will be integrated as a core feature in 2022.

Platform comparison 2022

Platform Target group	Target group	Main advantage
YouTube Shorts	All age groups	SEO & Social Commerce
TikTok	Generation Z	Fast trends
Instagram Reels	Millennials	Lifestyle – Branding

Expert Quote: YouTube Shopping Vision

“We are considering integrating shopping features into videos, as well as live shopping […]. Users would then be able to purchase tagged items directly in the videos.”

Neal Mohan, Chief Product Officer, YouTube

https://blog.youtube/inside-youtube/innovations-for-2022-at-youtube/

 

YouTube has one major advantage: the platform is used by almost all age groups. This is also shown by a study conducted by Pew Research. While other apps often only reach young people, companies can also find older customers with greater financial resources on YouTube.

 

Scientific classification

Research conducted by Julian Thiers and the team led by Prof. Dr. Richard Geibel at the E-Commerce Institute shows that technological agility is the decisive competitive advantage in the digital market.

Beyond the YouTube Shorts feature, shopping will also become a major topic on YouTube in 2022.

Integrations of shopping features into the YouTube app’s homepage could look like this:

An opportunity you shouldn’t miss

In summary, these rapid changes in the YouTube landscape offer exciting opportunities. Companies around the world could benefit from these content marketing (short videos) and social commerce opportunities. The year 2022 could be particularly interesting in this regard. YouTube should definitely be worth a try for any company with content marketing that wants to take advantage of early mover potential.

Images: YouTube , YouTube Blog

 

 

Image source: Own photo

Julian Thiers (M.A. Digital Management) is the founder of the VOUM brand and project manager at the E-Commerce Institute Cologne. As an expert in content marketing, branding, and digital platforms, he analyzes current structures in online marketing and e-commerce.