![]() ![]() ![]() Users who tapped the hashtag were brought to the Glossier website, where they could buy the eyeliner and were asked to recreate a look as part of the challenge. It gave about a hundred influencers its new No.1 pencil eyeliner and encouraged them to create Shorts videos with the hashtag #WrittenInGlossier in the caption. One marketer that has tried a direct sales pitch is beauty brand Glossier Inc., which sold products through Shorts in June by creating a challenge for users to try. gave about 100 influencers its newest product to feature in shoppable Shorts videos as part of a test campaign. “…arly results in Shorts monetization are also encouraging, and we’re excited about the opportunities here,” said Philipp Schindler, senior vice president and chief business officer at Google, during the company’s second-quarter earnings call in July. That distinction may shrink now that YouTube has made ads and branded videos available on Shorts. ![]() Consumers aren’t ready to be sold to on Shorts, unlike Reels or TikTok where they are already well-accustomed to seeing brand videos and advertising, she said. Many brands using Shorts are trying to spread awareness more than they are trying to make an immediate sale, Ms. And videos focused solely on Graza products do better on TikTok than on Shorts, Ms. A Shorts video that shows users how to cut a bell pepper, for example, has 7,000 views. Olive-oil company Graza is using Shorts to post how-to cooking content.ĭrupely Inc.’s olive-oil brand Graza has seen success with how-to cooking and recipe content since it started experimenting with Shorts in June, said Kendall Dickieson, head of social for Graza. ![]()
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