Optimize for YouTube’s audience and nuances

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While the channel is well-known for its long-form content, there’s an emerging consumer appetite for bite-sized video. The variety is a welcomed trend for marketers who already produce short-form video on other platforms, and now cross-post on YouTube.

Crayola is among the growing number of brands experimenting with YouTube Shorts. Their investment in short-form video on YouTube has garnered consumer and media attention, leading to Webby, Viddy, Social Creative and Golden Marcomm award wins.

A YouTube Short from Crayola that explores how to make DIY clay oranaments

But they are just as focused on other formats. Liotti explained, “The key to singapore mobile database winning on YouTube is using all available content types. We maintain a balanced portfolio across the YouTube platform—including community posts, long-form, Shorts, 16:9 and vertical. It’s important to play with all available functionalities to get your content seen.”

A Crayola Community Post on YouTube where the brand asks if their audience likes to color with crayons or markers. The post features an ASMR-style video of their iconic crayon box.


YouTube isn’t just a video sharing platform, it’s also a search engine—the second most popular for Gen Z, behind only TikTok. Search plays a significant role in discoverability on the network and informs how people interact with content.

It can be tempting to try to drive people to your YouTube channel from other networks. But, the results might be lackluster. Pushing people from one platform to another can create a disorienting user experience. Instead, optimizing your YouTube SEO strategy can help you master the algorithm. As Liotti said, “We don’t proactively push people to YouTube that much. Instead, we get a lot of traffic there organically.”