Who's Listening

In the dynamic landscape of being a content creator, staying ahead of the curve is essential in order to captivate audiences and drive engagement. YouTube Shorts reached our screens in 2020, first being released in India as a response to the country banning TikTok earlier that year.  YouTube Shorts has been making waves in the world of video marketing. But the looming question for many creators remains: Are YouTube Shorts worth the investment of your time and resources?

Understanding YouTube Shorts

YouTube Shorts is a feature designed to let users create and share short, vertical videos, catering to the ever-growing demand for concise, captivating content. These bite-sized videos, limited to 60 seconds or less, are crafted to be easily digestible and engaging, targeting a mobile-first audience. They are essentially YouTube’s response to TikTok’s boom in popularity in 2020. Following other platforms such as Instagram and Facebook with Meta’s addition of their ‘Reels’ feed.

The Potential Benefits

YouTube Shorts gives creators the opportunity to reach a broader audience however, similarly to TikTok, the YouTube algorithm does favour users who take advantage of trends in order to increase virality. This can be used to your advantage, so get creative and have fun creating innovative content relating to current trends and you will be sure to increase your reach using shorts. Additionally, the maximum video length of 60 seconds might initially seem daunting but treat this limit as a gift.

Short-form content trends tend to resonate well with viewers who prefer fast-paced, entertaining and informative videos. By creating YouTube Shorts, this feature opens a new opportunity for making deeper connections with your audience. Don’t forget you can repurpose your content! Meaning you can recycle your shorts and use them across multiple platforms like TikTok and Instagram. Creators and businesses certainly should be recycling content to increase reach and engagement through a wider range of audiences.

Potential Challenges

Sadly, there are potential challenges you could face while utilising YouTube shorts. For example if your priority is to generate revenue this might not be the platform for you as currently Shorts doesn’t offer direct monetisation options like ads or sponsorships. Also it is important to remember that you will have to be adapting your content to fit in the 60 seconds YouTube Shorts gives you. This might be difficult for brands that are accustomed to long-form storytelling.

Integrating YouTube Shorts into Your Marketing Strategy

In order to make the most of YouTube Shorts you must embrace creativity. Think outside the box and create engaging content that grabs your audience’s attention and resonates with them. Try creating perfect loops for replayability, as autoplay is not set to scroll to the next video once one video ends by default.

Consistent uploads to YouTube Shorts should help to build a dedicated viewer base and increases the likelihood of being featured on Shorts itself. You can also utilise Shorts by using it as a tool to broaden your marketing strategy. You could use YouTube Shorts as a ‘trailer’ by teasing your long-form content. This can drive traffic to your other social media platforms or websites.

To conclude, while YouTube Shorts might not be the ultimate solution for every marketing campaign, their potential for increased visibility, audience engagement, and viral reach is undeniable. As the platform continues to evolve, adapting and experimenting with Shorts could be a valuable addition to your marketing tools. In essence, YouTube Shorts present a compelling opportunity for brands to connect with their audience in innovative ways. Understanding their potential and aligning them with your marketing objectives could indeed make them a worthwhile investment.

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