You’ve heard of YouTube Shorts. You know it is the next big thing in video marketing. And, you’re hungry to capitalize on the “Shorts” boom for boosting your brand.
BUT…you’re not sure how to go about it.
Don’t worry! We’ve got you covered. Without further ado, let’s dive in!
1. Why does your brand need a Shorts Video?
Here are a few questions that will help you answer that quintessential “why.”
- Do you want to quickly generate interest in your brand(s), product(s), or service(s)?
- Are you looking to grab the attention of Shorts viewers and divert them to your channel?
- Do you have some exciting content that could be sliced and diced into catchy under one-minute snippets?
If you have answered an emphatic ‘Yes’ to all or even one of the above questions, YouTube Shorts is the way to go to build your brand’s engagement on the second largest social channel!
2. Content is king
Once you are clear about the goals of making the YouTube Shorts video, you can easily decide what kind of content would fit the bill.
You can find some excellent tips and tricks on what kind of videos make the cut on YouTube Shorts in my previous blog, YouTube Shorts – A Beginner’s Guide.
In any case, you have to ensure that the content description must precisely inform what the video is all about and the video must be able to hook the viewer within the first 5 seconds with catchy visuals, music, or better…both!
Perfect Liquid Eyeliner with Lynn Kate #Shorts is a great example of a YouTube Shorts video by the American cosmetics brand CoverGirl. The title, “Perfect Liquid Eyeliner with Lynn Kate #Shorts”, clearly communicates that the video is about liquid eyeliner. It also includes the name of Lynn Kate, a social media influencer famous for her beauty and hair videos.
Also, it’s just 22 seconds long but informs us that CoverGirl’s new eyeliner comes in different shades. It hooks you from the start with great music in the background, which is, by the way, inspired by the “Level Up” trend from TikTok where people post a short video of themselves becoming better at a particular activity and the audio used is from ‘Level up’ by American singer, Ciara.
3. Format of content
You can create YouTube Shorts either by shooting the video with a smartphone or repurposing a horizontal video into Shorts by changing the aspect ratio, using any paid or freely available video editing tool like iMovie, Adobe Premier Pro, Kapwing or Kamua.
Repurposing a horizontal video into a vertical video for YouTube Shorts is the commonly used technique by brands for creating YouTube Shorts.
However, shooting a vertical video on a smartphone exclusively for YouTube Shorts might prove more beneficial. For example, if you are a brick-and-mortar retailer, an FMCG brand, or a media brand, you can create a peppy Shorts video using a smartphone that showcases your store, customer reviews, or why people love your brand.
Also, YouTube Shorts gives you the flexibility to cater to content in different languages without spending much money or time developing the content, unlike long-form content. This is a boon for channels that cater to audiences in countries like India or the USA, where multiple languages dominate the landscape.
4. Influencer or No influencer?
It entirely depends on the product that you want to promote and the audience you want to target.
If you want to promote a new product and educate the viewers on how it is supposed to be used, you could go for an influencer. But for any other purpose, you can bank on repurposing a highly viewed horizontal video from your own channel or make a separate vertical video from scratch without any influencer, like Descubra a Gillette Ideal Para Sua Barba #Shorts video by Gillette Brasil on how to choose the right Gillette for your shaving needs.
5. When to upload?
Similar to the content calendar you developed for your long-form videos, you’ll have to plan ahead for publishing the short videos as well. Posting at least two shorts a week would be a great start.
Creating YouTube Shorts is less time-consuming. You won’t have to make content plans weeks in advance. Thankfully, you can plan according to the latest trends on Shorts or TikTok to create your video, as the videos have to be catchy and trendy.
6. Optimize and Promote
Don’t forget to use the hashtag #Shorts in the video description of your YouTube Shorts video. Also, you can place an end screen in your YouTube Shorts video if it is 25 seconds or longer, using YouTube Studio. This feature will help inform your audience about your other exciting videos and generate interest in your channel.
Set up a Shorts playlist on your channel! You can call this a “Shorts” hack. This will not just showcase all your Shorts separately, but if you do everything right, your Shorts video might even end up on the Shorts shelf on the YouTube home page of users!
How do you get a Shorts playlist done? You can do this by first going to YouTube Studio, then click on Customization on the left, scroll down and click on Add Section, select ‘Short videos.’ Now you can choose how you want your Shorts videos to be displayed on your home page.
You can also promote your YouTube Shorts videos in your long-form videos using cards or end screens.
You’re not alone!
VideoAmigo® has some brilliant analytical tools that help us understand YouTube like none other. As of August 2021, just less than 1 percent of the 5.5 million videos on YouTube with hashtag #Shorts in their title, have been published by channels that are owned by Manufacturers, Retailers, Service providers and Media & Content brands. This means that several brands are yet to find their footing in the new video space by YouTube..
YouTube Shorts holds great potential for Brands
TikTok has become synonymous with catchy short videos, and various brands carved out their presence there, but the fact remains that TikTok is relegated primarily to young users.
According to a study ‘Social media use in 2021’ by Pew Research Center, an overwhelming percentage of TikTok users are aged below 30.
According to the same report, a large percentage of adults under the age of 65 use YouTube. The numbers are as high as 95 percent among those aged 18-29 years, 91 percent among 30-49 years old, and 83 percent among 50-64 years old.
On YouTube, brands get access to a large section of the population that earns income and is willing to spend it on goods and services.
A look at the YouTube Shorts videos on your YoutTube app and a comparison with the videos you see on TikTok or even Instagram Reels will make it clear that content creators on YouTube Shorts platform are of varied age groups. Since the launch of YouTube Shorts Beta last year, the interest in publishing and watching short videos on YouTube has grown exponentially.
On the whole, you can easily take a plunge into YouTube Shorts, especially if you already have a YouTube channel. Even if you don’t have one, you shouldn’t wait around till other brands occupy the space and you are forced to squeeze yourself in.
Contact Touchstorm® for more insights on how you can grow your brand’s YouTube channel.