YouTube has empowered creators to share their work and generate income and is now facing competition from emerging platforms, especially in short-form content creation.
YouTube, the world's largest video-sharing platform, has long been a dominant force in the digital content creation industry, enabling creators to share their work, build audiences, and generate income. However, it now faces challenges as new platforms are battling for creator mindshare within the creator field, particularly in the realm of short-form content.
To help achieve their goal of making YouTube the essential platform for creators again, Jellyfish recommended the following strategy of meeting creators where they are with the inspiration and education to make it on YouTube.
The content formats have significantly outperformed expectations, with certain creator formats achieving results that are 20 times better than benchmarks. Additionally, these formats have seen a year-over-year increase of +306% in positive engagements compared to the always-on campaigns of other channels.
Follower growth within 4 months of the launch
Positive Engagements YOY compared to other channels performance
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M&S was looking to expedite content delivery of product descriptions from 24 hours to same-day turnaround and realise savings in their annual production budget.
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