Remember when YouTube buffering was the most annoying yet exciting wait time?
Then came the YouTube ads replacing the buffering. All you can wait for is for the “Skip ad” button to be enabled.
And now there’s an option to watch the entire video without worrying about buffering (long gone) and Ads.
“Quick – Uninterrupted – Engagement” is what users (You, I, and Others) are experiencing and headed to.
It’s time to explore!
What is YouTube Shorts?
YouTube Shorts is a short-form video feature from YouTube. It’s designed for the quick, easy creation and sharing of short videos up to 60 seconds long.
First launch: YouTube Shorts has been available in India since September 2020.
The idea behind YouTube Shorts is to make creating and sharing short videos easy for anyone.
There’s no need for expensive equipment or editing software – you only need a smartphone. And because Shorts can be filmed vertically, you don’t need to worry about framing the shots.
YouTube Shorts also has some built-in creative tools to help make your videos look great. These include adding music from a library of licensed songs, as well as filters and effects. There’s also a ‘speed’ tool to create slow-motion or time-lapse videos.
Evolution of Youtube
YouTube has undergone a significant evolution in terms of content length over the years.
Not so long ago…
YouTube Platform was launched in 2005. And in the beginning, the videos were typically under 5 minutes long, and the emphasis was on creating quick, bite-sized videos that could be consumed easily. It was primarily used to share short, amateur videos, such as home movies and comedy sketches.
A few years passed…
YouTube began attracting more professional content creators interested in using the platform to produce longer-form content. This led to the rise of YouTube channels that focused on producing documentary-style content, web series, and even full-length movies. As a result, the length of videos on YouTube began to increase significantly.
There has been a shift back towards shorter-form content on YouTube. This has been driven in part by the rise of TikTok and other short-form video platforms, which have demonstrated a significant appetite for quick, easily digestible videos.
No surprise that many YouTube creators began to experiment with shorter videos, and the platform itself has introduced features that make it easier for creators to produce and promote shorter content.
Stats to blow your mind…
- YouTube has 2.3 billion monthly active users
- 300 hours of videos are uploaded on YouTube every minute
- 1 billion content is watched every day
- 70% of videos are watched on mobile
YouTube Shorts Inspiration
“The best features are often inspired and enhanced,” so is YouTube Shorts.
The pioneers for inspiration include TikTok, Snapchat, Instagram Reels, and a few others.
Here’s something that is often overlooked about YouTube Shorts:
Youtube Shorts was first introduced only in India because half the population was mourning the ban on TikTok.
YouTube took the chance and used it right to drive the TikTok lovers onboard.
First YouTube Shorts Video
“Me at the zoo” is the first YouTube Short uploaded by the Co-founder of Youtube, Jawed Karim.
The video was 18 seconds long and was shot in San Diego by one of his friends.
What Difference Do YouTube Shorts Make for Brands?
As social media platforms compete for users’ attention, brands are looking for new ways to reach target audiences.
Several different platforms allow brands to create and share short videos, including Instagram Reels, TikTok, and Snapchat.
But what difference does it make for brands when choosing which platform to use?
- TikTok is particularly popular with Gen Z users, so it’s a great way to reach this demographic.
- Snapchat is known for its creative filters and lenses used to produce fun and engaging content.
- Instagram Reels offers a range of editing tools that make it easy to create high-quality videos.
YouTube Shorts seems to have it all in place.
Users don’t need to switch apps or download new ones (taking up their device space.)
The same platform trending for long-form content is where brands can now create short ones to drive brand awareness.
Algorithm Behind YouTube Shorts
To state the obvious: the YouTube algorithm is a real-time feedback loop that tailors to each viewer’s different interests.
Main goals of the algorithm:
- Suggest the right video based on the viewer’s interest
- Make the users continue watching the video
For brands, creating engaging content is more important than ever.
Videos with high views, likes, comments, and long watch times are more likely to surface on YouTube Shorts.
With millions of active users across all demographics, YouTube benefits brands that produce high-quality content that resonates with their audience.
And with YouTube Shorts, brands can keep their audience hooked with short, attention-grabbing videos.
Here’s a little light into how the YouTube algorithm suggests videos to its users:
- Channel Subscriptions
- YouTube Home Page
- Recommended Streams
- Search Results
- Trending Streams
Why Should Brands Try YouTube Shorts?
No Demographic Restriction
YouTube Shorts is that it’s not restricted to any particular age group or demographic. With 3.6 billion users from Gen X to Gen Z using the platform, brands can reach a diverse audience through YouTube Shorts.
There’s no need to fear if the target audience is present on the platform to take so much effort in creating content on YouTube. YouTube Shorts received extra brownie points because they are designed to be highly shareable.
Keeps the Audience Hooked
As the world becomes more digitized, users’ attention spans are shrinking. It’s estimated that the average person now has an attention span of just 8 seconds – that’s one second less than a goldfish!
To keep up with this trend, brands need to start thinking about capturing their audience’s attention in new and innovative ways.
With its short and crisp format, YouTube Shorts is ideal for capturing the audience’s attention and keeping them hooked. Brands can use this feature to create visually appealing and informative videos that communicate their message effectively.
YouTube Shorts Suits Every Mood of the User
YouTube caters to different moods and preferences of the user, making it an ideal platform for brands to be present on.
While longer videos are popular, YouTube Shorts cater to those who want to watch short-form content quickly and easily.
Brands can leverage this feature to produce YouTube Shorts in addition to long-form videos, providing their audience with options to choose from based on their personal preferences.
Brands of Any Industry Can Leverage YouTube Shorts
YouTube Shorts is not restricted to any particular industry. Whether it’s fashion, food, or travel, brands of any industry can leverage this feature to promote their products or services.
The short-form videos are ideal for showcasing new products, providing a sneak peek into behind-the-scenes action, promoting a sale or discount, or educating users about the usage of the product.
YouTube is Not Vulnerable Like Other Platforms
YouTube is not vulnerable like other social media platforms (citing the TikTok incident).
The videos uploaded on YouTube stay there forever unless deleted by the creator. This eliminates the fear of losing all the content and the audience gained through the platform.
The long hours invested in creating content never go in vain. As long as the video is on the platform, brands can even passively keep catering to their audience (meaning even after the campaign ends), creating a long-lasting impact on their audience.
Possibility to Collaborate with YouTube Creators
YouTube creators have monetized their content on the platform for years, and Shorts is no different. Creators are open to collaborating with brands to produce engaging and informative short-form videos to help them monetize their content.
By collaborating with YouTube creators, brands can reach a wider audience through their existing fan base.
YouTube Shorts Stats You Need to Know
If the benefits mentioned above didn’t convince you enough to start creating videos on YouTube Shorts, the following stats might:
- More than 70% of YouTube Shorts is 15 seconds and above
- YouTube Shorts is growing at 135% year over year
- YouTube Shorts watch time is high compared to the actual videos uploaded (demand outpacing supply)
- 25.6% of YouTube Shorts are created in India and US produces about 23.4%
Brands and Their YouTube Shorts Content
The following are 4 Indian brands leveraging YouTube Shorts as one of their marketing strategies. The brands are pretty active on other social media platforms and on YouTube, creating long-form and short-form content to bring maximum exposure.
This is a clear-cut example for brands to start leveraging YouTube Shorts as a part of their marketing strategy.
Vilvah is a natural skincare brand that focuses on using fresh and organic ingredients, providing a luxurious experience with handmade products free from harmful chemicals.
Slurrp Farm is all about healthy and sustainable eating, offering a range of nutritious snacks made from wholesome ingredients that are good for your body and the environment.
Mamaearth is a brand that prioritizes natural and safe ingredients for its personal care products, making it a go-to choice for conscious parents and individuals.
Nykaa is a one-stop shop for all your beauty needs, offering a wide range of makeup and skincare products from established and emerging brands, making it a beauty lover’s paradise.
With the rise of short-form video content, there’s no better time for brands to leverage YouTube Shorts and reap its benefits. YouTube Shorts is a game-changing feature for brands looking to reach a broader audience, increase brand awareness, and engage with the target audience. Start creating YouTube Shorts today and build a strong online presence for your brand.
Frequently Asked Questions
How can YouTube Shorts help my brand increase its reach?
YouTube Shorts are optimized for mobile devices, and the short-form format is perfect for capturing users’ attention in a matter of seconds. By creating engaging and relevant content, brands can increase their reach and exposure to potential customers.
How can I ensure that my YouTube Shorts are engaging and relevant to my target audience?
Brands should research their target audience to understand their interests, preferences, and pain points. Then create Shorts that address those topics or provide value in some way, whether it’s through entertainment or education.
Does YouTube Shorts pay?
Yes, creators can earn money from YouTube Shorts through advertising revenue, channel memberships, Super Chat, and Super Stickers. However, to be eligible to monetize their Shorts, creators need to join the YouTube Partner Program (YPP).
Are there any best practices for creating effective YouTube Shorts?
Some best practices include:
- Keeping the video short and to the point
- Using eye-catching visuals or text
- Leveraging trending topics or challenges
It’s also important to use relevant hashtags and a compelling title and description.
How to upload YouTube Shorts Video?
To upload a YouTube Shorts video, use the Shorts camera within the YouTube app or upload a vertical video from the camera roll. Remember to Add a title, description, and hashtags before publishing. To ensure that the video is recognized as a Short, it needs to be 60 seconds or less and have a vertical aspect ratio of 9:16.