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Why YouTube should be part of your short-form video strategy
monthly logged-in users.1
of Gen Zers in the U.S. say they watch both short-form and long-form videos on YouTube2
higher long-term ROAS than paid social3
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2 Google/Material, U.S., Power of YouTube Shorts, 2024, n=692, ages 13–24 and watch YouTube Shorts at least once a month, field dates: Nov. 7, 2023–Nov. 22, 2023
3 According to a custom MMM meta-analysis we commissioned with Nielsen, on average, YouTube drives 2.3X higher long-term ROAS than Paid Social. Source: Equity-to-Sales MMM Meta Analysis commissioned by Google, covering a 2-year measurement period of 20 CPG brands from across the 2021-2023 timeframe. “Long-term ROAS” is defined as impact of each marketing channel in driving brand equity & this brand equity’s impact in driving sales, relative to the marketing channel’s media spend.