YouTube Shorts are vertical videos created using a smartphone and then uploaded on YouTube. The duration of these videos varies between 15 and 60 seconds, and they aim at captivating audiences, creating engagement.
Despite being recent (they were released in July 2021), YouTube Shorts are already changing the way people and companies interact. But why are YouTube Shorts so important? And why should businesses invest in them? Keep reading to find out all the answers.
What are YouTube Shorts?
YouTube Shorts are not far from Instagram Reels, Stories, or TikTok. However, the idea here is to keep the videos on your channel, sharing and increasing views over time. Thanks to these actions, it is easier to convert viewers into subscribers.
Keep in mind that these videos are great for people with short attention spans, so they need to be catchy from the very first few seconds. At the end of the video, it is vital to make sure people got the message you wanted to convey and engage with a Call to Action (CTA).
A practical guide
The idea behind YouTube Shorts is to give everyone a chance to create content using a smartphone. Once you start recording your video, you have access to built-in tools and music, facilitating the editing. It is as simple as opening the YouTube app, pressing the “+” icon, and choosing “Create a short”. Thus, brands can finally save money as they don’t need to pay for editing.
In order to be successful and stand out from others, there are some best practices to follow:
Think outside of the box: creativity is vital to make successful videos. Don’t be afraid to play with different angles or editing features in order to catch people’s attention. These records are also known for being less polished, so it is good to experiment with new ways of filming and interacting.
Follow trends but bring something new: it might seem difficult to differentiate yourself from others while following trends. However, you can still be inspired by surrounding tendencies and give them a new twist. This is true when using popular songs, filters, or embracing popular challenges that are going viral.
Sometimes less is more: adding Shorts to your channel without planning isn’t advised. You must think about your audience, how you can engage with them, and how to add value to what already exists.
It’s all about first impressions: catching viewers’ attention is the key to your success. Work on your thumbnails to make them appealing. Think about what makes people want more and how to keep them entertained for the duration of the clips. Adding text is also a good idea to make your message clear.
Monetizing YouTube Shorts
In 2007, YouTube launched the YouTube Partner Program (YPP) with the goal to give creators an opportunity to earn money. Over the years, new possibilities of making money thanks to this social platform came to life. Some examples are ads, memberships, and BrandConnect.
Since 2023, Shorts became another possibility. To start earning money from YouTube Shorts you need to gain 1000 subscribers and have 10 million Shorts views in the last 90 days. Another possibility is to obtain 1000 subscribers and 4000 public watch hours on your long videos.
Nevertheless, not all Shorts will be eligible for revenue. First, you must follow Advertiser-friendly content guidelines and avoid using content from other creators without giving it a new twist. Secondly, you need to know that the revenue is split between the creators and the music publishers. For example, if you are using one music in your Short, 50 % of the revenue will go to the music publisher. Being so, one can say that creators get on average 45 % of the income generated by their Shorts.
At this point, you might be thinking that it is hard to make money out of Shorts. But, an interesting way to level up the income is through brand sponsorships. Very often, brands look for creators with specific audiences to advertise their products. This is an excellent way to engage with the existing community as well as posing the possibility of reaching more followers.
How YouTube Shorts are helping brands
YouTube is the second-largest social media platform, right after Facebook. This means that being present on YouTube is almost mandatory for brands.
Nevertheless, competition is fierce and one must stand out in order to truly profit. If you are struggling to decide what to record, here are a few ideas:
- Tutorials explaining how to use your products and share hacks to facilitate people’s lives;
- Behind the scenes and exclusive content from creators;
- Unboxing videos with influencers explaining all about the services/products;
- Follow trends in dance or music and give them a twist;
- Promote your channel by giving teasers about longer videos.
Recently, YouTube has invested in e-commerce, offering the possibility to make lives where people can shop directly, as well as buy through Shorts. This reflects the tendency for shoppable videos to become more and more important for sales.
Another important aspect is the algorithm and how it works. YouTube’s algorithm is prioritizing Shorts, helping people navigate and engage more with creators. As Shorts are less formal than other content, people tend to relate more to them. As a result, they can be an excellent resource to build customer trust. If you decide to show your production unit or your team, people will understand better your business and are more likely to establish a strong relationship.
Furthermore, and as mentioned before, brands can save money by using YouTube Shorts tools when making videos. Almost as important as this, is the fact that when Shorts end, they don’t disappear or lead you to another video. As a result, viewers can keep watching other videos from you and are more likely to increase engagement.
Don’t fall short of your goals
YouTube Shorts are undoubtedly an important tool for content creators and businesses. As video increases its popularity due to the fact that they make research easier, YouTube is taking advantage of it.
When building a marketing strategy for brands and companies, it is vital to consider YouTube’s potential and how it can boost engagement. Nevertheless, one must not forget that the strategy shouldn’t be focused only on this platform, and agile in marketing is crucial. Building a strong website and understanding how to communicate with your audience is the key to flourishing in your business.
If you aren’t doing Shorts yet remember: it is not about cutting your previous strategy short. It is about redefining it according to the new trends and taking the most advantage of them.