As a potential TikTok ban looms, beauty brands like Glow Recipe and Laneige are seeing growth on YouTube Shorts, where views and retention are up.
While Shorts only generates roughly one-third of the views of its counterparts on average, data from Dash Hudson indicates its views have grown 24 percent this year compared to the fourth quarter of 2023, while TikTok and Reels have seen respective declines of 18 percent and 3 percent during the period.
Laneige, already a top performer on both Instagram and TikTok, is one such brand benefiting from a well-established presence on Shorts. The continued success of Fenty Beauty — which launched in 2017 during the tail end of YouTube’s golden era — has been more a matter of fine-tuning its long-form savvy to wield the same kind of momentum on Shorts.
Another strength of the platform is YouTube’s cross-generational appeal, with eMarketer research indicating the platform has a more sizable Gen X and Baby Boomer viewer base than its counterparts, which skew more toward Gen Alph, Gen Z and Millennial audiences.
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