Utilization of youtube shorts by global IT companies to achieve marketing goals

Bochko Olena
Doctor of Economic Sciences, Professor of the Department of Marketing and Logistics, Lviv Polytechnic National University, Lviv, E-mail: olena.y.bochko@lpnu.ua, ORCID ID: https://orcid.org/0000-0003-3422-4654

Kohut Vitalii
Postgraduate student of the Department of Marketing and Logistics, Lviv Polytechnic National University, Lviv, E-mail: vitalii.a.kohut@lpnu.ua, ORCID ID: https://orcid.org/0000-0001-9754-5856

Cite this article:

Bochko O., Kohut V. (2023) Utilization of youtube shorts by global IT companies to achieve marketing goals. Ed.: V.V. Kovalenko (ed.-in-ch.) and others [Vykorystannia youtube short svitovymy IT kompaniiamy dlia dosiahnennia marketynhovykh tsilei; za red.: V.V. Kovalenko (gol. red.)], Scientific Bulletin of the Odesa National Economic University (ISSN 2313-4569), Odesa National Economics University, Odesa, No. 10 (311), pp. 60-66.

Abstract

The aim of this article is to investigate how IT companies utilize short video formats on social media in their marketing communication and content strategies. The article analyzes the dynamics of the growth in the number of active users and video views on YouTube Shorts. Specifically, it provides information about YouTube Shorts, a short video content format, which gained popularity with a 33% increase in 2023. The article highlights various ways IT companies use YouTube Shorts. The results of the analysis underscore the importance of utilizing YouTube Shorts for IT companies as a tool to achieve various objectives, including marketing, branding, and talent acquisition. To achieve the stated goal, the growth dynamics of YouTube Shorts from 2020 to 2023 were analyzed. In 2023, the number of active users on YouTube Shorts stands at 2 billion, which is a 33% increase compared to 2022. The number of views on YouTube Shorts is also on the rise, reaching 70 billion per day in 2023, a 40% increase from 2022. The study also examined the content of the top 5 IT giants in the world on YouTube, specifically the 10 most popular YouTube Shorts on their channels. On average, the short videos from these analyzed companies receive 1.8 million views, 8,300 likes, and 21 comments. This means that for every thousand subscribers, there are 47.47 views, 0.22 likes, and 0.001 comments. The average performance metrics of IT companies using YouTube Shorts indicate that this video content format is quite popular and capable of attracting an audience. Videos from companies with more subscribers do not necessarily have more likes and comments. Companies with a more engaged audience tend to have a higher number of likes and comments. The results of the analysis emphasize the significance of using YouTube Shorts for IT companies as a tool to achieve various objectives, including marketing, branding, and talent acquisition.

Keywords

social networks, YouTube, YouTube Shorts, marketing strategy, IT.

JEL classification: M310; DOI: 10.32680/2409-9260-2023-10-311-60-66

UD classification: 339.1

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