In the Brandcast edition, the company also revealed the YouTube Works winners; Wunderman Thompson, in Johnson&Johnson’s action, took the Grand Play
This Wednesday (21) YouTube held the eighth edition of Brandcast, an event that brings together content creators and brands. The main promotion of the night was the monetization of shorts, which begins in early 2023 and will distribute 45% of the revenue to creators of the format that today has 30 billion daily views and 1.5 billion monthly connected users.
The announcement had already been made globally a day earlier by Amjad Hanif, vice president of products for content creators at YouTube, but was reinforced by local executives. Among the criteria for participating in the partnership program are reaching 1,000 subscribers, 4,000 hours of viewing and 10 million valid views within a 90-day period.
The initiative expands the monetization policy of the platform, which has paid out US$50 billion over the past three years to creators, media companies and artists, according to internal data. There is no platform in the world that can make an investment in creating content of this size, says Fbio Coelho, president of Google Brazil.
It is still a way to face up to Tik Tok, a network that has become a global phenomenon with its model of short videos and has also been looking for ways to monetize creators, although still without much success.
Brazil numbers
At the event, YouTube also presented data reflecting the penetration of the platform, with an audience of 120 million users today. A number that draws attention is that 75 million already access the network on connected TVs, a jump of 87.5% compared to 2020, when it registered 40 million, an increase boosted in the most critical period of the pandemic. The advance was also accompanied by the increase in viewing time, which grew by 115%.
Other highlighted information is related to the engagement power of the network. 85% of respondents reported that they feel more empowered to make purchase decisions after watching content on the platform. YouTube isn’t just content, it’s also commerce. We believe that in live shopping, live commerce shopping in general, YouTube has the role of helping to make smarter decisions, adds Coelho.
Furthermore, the survey shows that 90% of respondents are open to advertising strategies that are relevant to them, 85% say the initiatives help them get to know new brands, and 82% are more likely to consider brands and products when they are impacted by messages on the network.
YouTube Works
The ceremony at Pavilho Pacaembu, in So Paulo, also revealed the YouTube Works winners. The big winner of the night was the case “#DeixaFluir”, created for Johnson&Johnson by the quintet formed by Wunderman Thompson, J3, Spark, Fleischman and Rpretas.
Competing with four nominations, it won awards in “Business Impact” and “Social Impact”, in addition to “Grand Play”, which receives maximum recognition.
The case “Respect to Time”, created for DPZ for Nescaf, also came out of the award with two achievements. Won on “Meeting the Moment” and “The Unskippable”. “Expedio ENEM”, from Artplan to Estcio, won the award in the “Best Work With Creators” category.
AR/GA was responsible for the creation of Brancast’s creative concept, production and post-production. The partnership takes place for the eighth consecutive year.
