The Short on ShortsYou might be sick of hearing about short-form video, but YouTube is making sure this hot content format is here to stay. In its latest bid to tackle rival TikTok head-on, the digital video pioneer is introducing a new revenue-sharing model for creators making Shorts, which in turn could make it a stickier platform for brands to connect with key audiences.
Beginning in early 2023, Shorts creators will keep 45% of ad revenue, distributed based on their share of total Shorts views. Although TikTok pays creators through its Creator Fund, YouTube’s move represents the first real revenue-sharing model for short-form video on any platform.
YouTube is also rolling out a number of new features and updates to make creating short-form content easier and (hopefully) more effective for reaching your target audience, including:
If you’ve yet to jump in on the short-form bandwagon, now may be the time to get started. YouTube is making it easier than ever in its quest to take on TikTok, and its new revenue-sharing program (plus new and improved features) just might give it a leg up.
TL;DR: YouTube introduced a first-of-its-kind revenue-sharing program for Shorts. Marketers should take note and watch out for this growing TikTok competitor.
Emojis: Copy's Secret Weapon 🤫✍🏼Emojis — you use them, you love them, you loathe them. As emojis have moved beyond the text bubbles of our phones and into the marketing and copywriting world, they hold more power than you may realize.
According to a recent study by Adobe, emojis are a vital part of infusing personality into digital communication. A whopping 88% of U.S. emoji users report they are more likely to feel empathetic toward someone if they use an emoji, proving the (at times cooky 🤪) little smiley faces can mitigate misunderstandings and make copy feel more natural.
Marketers are constantly striving to connect with audiences in authentic ways, and emojis can improve messaging by adding visual cues to storytelling. As you consider adding in some well-selected emojis to extend your brand persona and break up your content, remember these tips:
More than three-quarters of U.S. emoji users use them creatively at work, so it may be time to consider how your brand can leverage emojis in your content.
TL;DR: Emoji use has transcended beyond our messaging apps, making its way into brands’ copy. Think about how you can best use emojis in your content.
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Girl With the Pepperoni EarringTwo words for you: pepperoni and art. Thanks to Little Caesars’ art meets pepperoni campaign, the pairing we never thought we needed is here. In honor of National Pepperoni Pizza Day on September 20, Little Caesars opened its very own so-called Galleroni on its Instagram. It was filled with purchasable pepperoni-themed works of art — ranging from a framed version of Van Gogh’s “Starry Night” that replaces the stars in the sky with pieces of pepperoni to a candelabra outfitted with pepperoni-scented candles.
Looking to reposition itself as an affordable premium pizza option, the pieces of timeless art were set at the same price point as its Old World Fanceroni Pepperoni Pizza ($9.99).
The brand commissioned small artists to create the one-of-a-kind pieces and made the artwork available for a limited time on a first-come, first-served basis on its Instagram. This campaign allowed the brand to build buzz for itself and build excitement for super fans that were lucky enough to grab a slice of pepperoni art history. The campaign also served as a marketing opportunity for the artists, some of whom took to social media to promote their pieces.
The genius of the Galleroni lies in its clever use of social commerce and a fun combination of two seemingly opposite concepts — an art gallery and pepperoni pizza.
If there’s one thing we can take away from Little Caesars’ campaign it’s that you don’t need to reinvent the wheel to get the attention of your target audience —just throw some pepperoni on it.
TL;DR: Little Caesars paired pepperoni with art in a clever social commerce campaign to build brand buzz and loyalty.
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