Online search has fast become an endless stream of visual ideas. Users need to satisfy their curiosity online and now rely on rich visual content that matches exactly what they are searching for.
Following demand for more visual formats, YouTube responded with YouTube Shorts which is a short video format similar to Tik Tok and Instagram reels.
What are YouTube Shorts?
YouTube Shorts have been developed to convert viewers into YouTube channel subscribers to increase brand awareness.
Shorts are available in addition to existing video formats on YouTube however as the name suggests, are shorter snippets of video limited to 60 seconds. In the ‘short’ period since they launched, YouTube Shorts have acquired over 5 trillion views. That’s huge!
YouTube Shorts provide a cost-effective solution to meet with changing consumer needs. Anyone can create a short saving the expense of video production and lengthy lead times.
How do YouTube Shorts work?
Do you already have a YouTube channel?
If so, you can simply add the Shorts widget to your existing channel. You can set up a separate channel however our recommendation is to align your main YouTube feed and content, so it is all in one place.
YouTube Shorts are currently available in portrait only. They are designed to work primarily on smartphones however it is possible to view them on desktop just simply type #shorts into the YouTube search bar to view.
Mobile continues to grow at a rapid pace and video consumption is becoming more and more popular. It is concise, to the point, visually engaging and provides a call to action to your customers.
YouTube Shorts can be between 15-60 seconds long. Perfect if you have a short story to tell whilst keeping users engaged with your video. You can add music to your videos which can be selected via the tool available within the platform. (Please note that if you select the audio clip from an existing YouTube Short which then becomes unavailable, your short will automatically be muted)
You can add text to videos including main headlines, offers or product details. Consider the placement of this text carefully as too low on the screen and the text will be hidden behind the short title. (We discovered this with our first attempt of a Short.) Experiment with the format to find what works.
Top Tips
- Branding – Try to keep your branding uniform so viewers begin to recognise you within the Shorts Feed.
- Relationships – Include people within your business as ambassadors of your brand – Allow viewers to form recognition/affiliation with pivotal people in your business. If they are relatable, viewers are more likely to subscribe to your channel.
- Story Telling – Align layouts to add more depth to your content. Users can also interact with your shorts via the like, dislike, and share buttons adding another level for brand awareness and user engagement.
Our Conclusion?
Visual sells and Shorts provide a platform for advertisers to stand out in competitive markets, displaying brand USPs and offers.
Having created our first YouTube Short, we found Shorts simple to navigate. This Short shows a ‘before and after’ of our office move (using existing content)
https://youtube.com/shorts/UD92cJ9P-Wc
As our first attempt, we learnt a few do’s and don’ts which we will take forward but, overall, Shorts are simple and effective to create.
The key is to keep them snappy and punchy. Users often respond well to humour which, understandalbly isn’t always possible in a professional capacity but it’s important to think of other innovative ideas to keep users engaged.
Keep in mind when editing your short that the goal is to get the user to subscribe to your channel. Keep them coming back for more from your brand.
In our opinion, people buy into people. Relationships continue to be one of the key elements in growing your business. People need to see you, to like you and to build trust with you so let them see your business in a personable yet professional way.
Top 10 Points To Create A Short:
- Log in to your YouTube account
- Tap ‘create’ in the YouTube app
- Tap ‘create a short’.
- Select music for your Short – you can use YouTube videos or selected audio that inspires you. Simply tap the music icon then ‘Use this sound’
- If you are recording a new clip, press and hold the red record button.
- You can change your recording speed, set a timer and string clips together with ease.
- On the right hand side, you can add text captions and filters.
- The timeline function allows you to select when and where the text shows within your short. Essentially providing a story telling function.
- You can press play to preview your Short. Once you’re happy with the layout, tap ‘Next’ to add titles then tap ‘Upload’ to finish.
- Voila! Your Short is now live on your channel. Check back on your analytics to see how viewers are interacting with your Short.
Monetising YouTube Shorts
YouTube rewards Shorts creators for their created content. Loosely modelled on the existing partner program from YouTube, this will eventually develop full monetisation and support tools for creators providing endorsements for using the platform.
For more information on monetising YouTube, click here
For further information on YouTube Shorts, feel free to contact us.