Ad testing platform Element Human is adding YouTube Shorts to its testing environment for advertisers to tap into the booming demand for influencer marketing.
The platform’s expansion drive will now enable advertisers who use its services to measure campaigns and content across four social media platforms, adding YouTube to its Instagram, TikTok and Facebook capabilities.
Element Human clients such as the BBC, Omnicom, Whalar and Amazon will now be able to incorporate eye-tracking and facial coding when measuring audiences’ emotional reactions to their influencer content.
“Over 200 million creators are creating content for an audience over 4 billion people each day, however as creator content becomes increasingly commercialised, more brands are asking for proof of campaign success beyond the usual impressions and share rates,” Element Human founder and CEO, Matt Celuszak said.
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The platform’s distinctive tool that gives brands the ability to test content inside sophisticated social platform ‘mockup’ environments has proved popular for the creator marketing industry, allowing advertisers to assess how their organic and paid content performs against platform performance benchmarks.
These benchmarks include attention, emotional impact and key moments, as well as brand metrics such as brand awareness, brand memory and purchase intent uplift.
Element Human managing director, Hamish McPartlin added: “The launch of YouTube Shorts on our testing platform is a recognition of the appetite we are seeing from brands, agencies and creators for understanding their performance on the key global social platforms.
“We’re excited to see how our clients’ content performs in the new environment, and what this tells us about how to optimise content for maximum brand impact on YouTube Shorts.”
