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YouTube Shorts: A Growing Force in Marketing in 2023

By Deborah Kurfiss, Umbrella Content Marketing Director on Jan 13, 2023

People are busier than ever, and they aren’t willing to spend a lot of time watching long videos. But videos under a minute are another story, which is why short form video has become increasingly popular and effective. TikTok is particularly well-known as a platform for short-form video, no doubt motivating Instagram to introduce Instagram reels. But now marketers are excited about YouTube Shorts.

In 2021, YouTube formally launched YouTube Shorts. Though it was always possible to make short videos before, now YouTube is specifically supporting this short form video. Shorts have been very successful and garner 6.5 billion daily views.

YouTube Shorts are vertical (once again, think TikTok and Instagram Reels). They are 60 seconds or less. You can create them right on YouTube which offers tools for segmenting the videos, recording over them and adding music backgrounds.

YouTube Shorts are still relatively new, but if you have any interest in marketing with video at all, you should be getting up to speed if you aren’t already. And if you are already marketing with YouTube, trying Short is a no-brainer. YouTube has over two billion active users. Marketers cannot afford to ignore a platform of that size.

Why Else Should You Use YouTube Shorts?

Attention spans have decreases, and people today tend to prefer shorter videos. There are some exceptions of course, such as when someone requires an in-depth tutorial. But that’s the exception.

But there are additional reason to explore YouTube shorts:

  • Ease: It’s easy to make YouTube shorts. People don’t expect them to look like they were produced by MGM. Making them on a smartphone is just fine. Interview a user, talk about a product, show video from a trade show, show ways to use your products. Really the possibilities are endless.
  • Algorithm: We create videos because we want them to be seen. And the YouTube algorithm favors shorter videos.

How Will People Find My YouTube Shorts?

Your audience will find your Shorts in a number of ways.

  • Clickable Shorts icon on the YouTube app
  • YouTube home page
  • Your notifications
  • Searching your handle
  • On your customized channel home page
  • Scrolling through shorts

How to Make YouTube Shorts

Creating a Short is easy.

  • As in a lot of other apps, click + on the home screen.
  • To film, select “Create a Short.” This will open your camera so you can create a full video or segments.
    • Adjust video speed
    • Set the timer
    • Choose sounds or music
    • Add filters if desired
    • Add text if desired
  • To upload already existing video, select “Upload a video.” You can then edit if as you like.
  • Add the hashtag “#shorts” to descriptions so your audience can more easily find your Short

Get more detail about creating a YouTube Short here.

Go in a play around with the features!

How YouTube Shorts Are Different from TikTok and Other Short Form Videos

If you want to start using short form video for your clients’ marketing, you may be wondering if you should focus on one platform over another. The jury is still out, because YouTube Shorts is relatively new, but here are some things to consider.

1. YouTube Enables a Tease to Longer Content

TikTok and Snapchat are short form video only. If people want to see something more in-depth on a topic, they need to go off those platforms. But with YouTube, you can tease them with a short form video and lead them to more in-depth videos that get deeper into your topics or products.

So maybe you have a funny short form video of people using your products in surprising ways. But that could lead to an in-depth long tutorial video about how to get the most use out of your product’s features.

2. YouTube Has More Varied Demographics

TikTok is mostly used by a Gen Z audience. That may or may not be your client’s audience. If it’s not, you might want to rethink TikTok.

Also, though TikTok is growing, YouTube has a much bigger audience. Will part of that audience be interested in your YouTube Shorts? If your client already has YouTube subscribers, start creating Shorts for them and measure their response. If you have popular topics that are consistently popular, think about what aspects of those topics would lend themselves well to Shorts.

3. YouTube Shorts Makes More Sense for B2B

TikTok, Snapchat and Instagram Reels are all pretty consumer-oriented. But that doesn’t mean that short form video would not work well for your B2B clients. However, YouTube Shorts is a more likely platform for them at least for now. YouTube just has a wider audience.

4. If you are comfortable with TikTok’s demographics, you may want to consider that TikTok

  • Enables videos up to three minutes (vs. YouTube’s 6o seconds)
  • Has more filters such as greenscreen and AR effects
  • Enables stitch and duet features where you can add other creators’ videos to your own

5. On the other hand, YouTube Shorts offers

  • Scheduling
  • An adult restriction so those under 18 may not view
  • Editing after publishing

Do You Want to Expand Your Clients’ Video Marketing into YouTube Shorts?

If you are not using video to help market your clients, you really need to start. YouTube Shorts are just one of the ways. Contact Umbrella to discuss how our white label marketing experts can help you to expand your clients’ reach. Contact us here or call (866) 760-2638.

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