By Jonathan Baker A change is taking place on YouTube Shorts. Marketing professionals and creatives take note: This change concerns calculations of views each Short receives. The change counts for a lot—and in many ways. Updated Shorts Views YouTube has updated its view count for Shorts. Advertisers, influencers, and creators should be aware that this update will not have any impact on earnings or monetization. In short (no pun intended), earnings and YouTube Partner Program eligibility will remain as they were before this update. So, what are the details for how long (or short) a period will it take for viewing a YouTube Short to register? Counting the Views Previously, a video on YouTube Shorts was counted as a view after 30 seconds of play time. Soon, every view will be counted—without a minimum number of seconds. As explained in Search Engine Journal, this update will register a view—even if a Short is replayed—regardless of the amount of time it plays. Additionally, YouTube Analytics’ Advanced Mode will display “total views” and “engaged views.” (The “engaged views” keeps the old method of counting views.) So, why the change? Best Interests Anyone relying heavily on YouTube Shorts—from marketers to content creators and influencers—is likely wondering why changes were made to the platform’s view count. It’s all good. A recent Media Post article reported that YouTube’s decision to alter this counting system was to help creators. Through this change: By comparing the new view counts (in “total views”) to the original view counts (in “engaged views”), creators will get a better understanding of how often their YouTube Shorts are seen. This then leads to clearer transparency of the impact and reach of their content. From here, creators have keener insights into designing and executing more effective campaign strategies for their brand partners. If the breakdown above looks familiar, it’s because it follows the same methods of two other social media platforms. Influence of TikTok and Instagram Reels The new system for counting YouTube Shorts is close to the policies implemented by TikTok and Instagram. Whether ironic, coincidental, or YouTube realizing that this was a more effective method of gauging the number of views a Short receives, it is a sign of the continued strength of video advertising. Whether you promote your brand on YouTube Shorts or another platform, it’s important to stay in tune with late-breaking developments. Looking to increase your brand’s video presence on social media? The EGC Group is your answer. Our creative and social media teams are ready to do your brand justice. Contact us today. Oh, and be sure to visit the EGC Content Studio Creators page.
