YouTube is still the king of digital video, but it’s facing a big challenge from TikTok. As YouTube shifts its focus to creators, commerce, and Shorts, the opportunities for marketers are growing. But YouTube’s continued relevance isn’t guaranteed, and marketers shouldn’t throw out their YouTube rulebook.
Key Question: How can marketers use short video, new shopping integrations, and creator partnerships on YouTube to drive their businesses forward?
KEY STAT: YouTube and TikTok are neck-and-neck when it comes to time spent among US users, and both are well ahead of the other major social platforms.
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