The Ledger
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YouTube is not an effective primary direct sales driver for niche brands
“So if you are a niche product, you have less of a chance of reaching your audience there, but you have a product with wide appeal and you have a viral format, you have a lot of opportunity for success. But I still don't think of that as a YouTube, YouTube as a…”
Clouse: YouTube Shorts viewers rarely convert into long-form content viewers
“Like I find that most shorts viewers just aren't interested in long form. And so it's not that YouTube isn't making it easy for them to do that. It's just that that's not what the user behavior is.”
Lieberman: YouTube Shorts generate $0.06 RPMs compared to $7.00 for long-form
“With the shorts, I shared my long form videos get about seven, a seven dollar RPM, seven dollars per thousand views. Shorts for me right now, and I've looked, and this is kind of what other people are getting as well. Six cents per thousand views is what I get…”
Lieberman: Gaining subscribers via YouTube Shorts can penalize long-form algorithmic reach
“And if you now all of a sudden have 500,000 subscribers on YouTube, but none of them Care about your long form videos. YouTube's algorithm starts to think like, well, this person's subscribers are seeing these videos and not even clicking on them. They must no…”