Are YouTube Shorts a better investment for advertisers than TikTok Ads?
An initial test with advertising among only YouTube Short videos provides participating advertisers with interesting insights. The experiment showed that one of the two platforms outperforms the other by almost fifty percent, while it also generates longer views. This is reported by the trade title Adage, based on findings from the video advertising agency Precise.TV, which ran an exclusive experiment with YouTube Shorts. Let’s check out the results!
Lower CPM and Longer Viewing
On YouTube Shorts, consumers see short, vertical videos in a way similar to TikTok and Instagram Reels. More than two billion (indeed) logged-in Google users watch YouTube Shorts videos monthly, as reported by Google last summer.
However, a campaign where a media agency could purchase vertical video ads only on YouTube Shorts had not yet been available. Advertisers could only include Shorts in their existing Google and YouTube campaigns. Until now. Precise.TV ran YouTube Shorts ads exclusively for brands like Asics and Moose Toys. From that test, it emerged that YouTube Shorts ads cost 46 percent less than ads on TikTok. The CPM – the price per thousand views – is around four and eight dollars, respectively. The CPM of YouTube Shorts could change if YouTube makes the ad format widely available.
The second important insight from the experiment is that advertisers can set a view to count only if the consumer watches for at least ten seconds. This is a significant difference for advertisers compared to TikTok, which counts a view from six seconds of viewing time. The initial conclusion: Advertising on YouTube Shorts scores better than on TikTok.
For Tiktok influencers, this maybe an another reason to be also active on YouTube shorts. See our blog on this subject.
