What are youtube shorts and what can they do for your business?
Youtube Shorts have been buzzing around here lately but we haven’t paid too much attention to them. Our biggest audience comes from Katelyn (our CEO’s) Instagram Reels. She shares, on occasion, to TikTok but Youtube shorts have never really been a part of our strategy.
However, since we’ve started growing our Youtube Channel (you can subscribe here) we have seen crazy results come from a Youtube Short, versus a regular 20-30 minute Youtube Video. Here’s some proof.
As you can see above, Katelyn’s average video views have been very low, ranging anywhere between 30-50 views. (Grant it we are not marketing these videos right now, we’re simply building up the library and uploading videos)
But we uploaded the first youtube short yesterday, and not even 24 hours later, we’re seeing 236 views.
Katelyn made this Youtube Short from a repurposed Instagram Live video. Imagined if we actually took the time out to create something more creative and special just for Youtube shorts. Would it perform even better?
What are Youtube Shorts?
According to Youtube, Shorts is the spot to shoot, share, and binge short videos (think 60 seconds or less) on YouTube. It’s where you can go to start trends, try out a dance challenge, bring your hilarious ideas to life, and more.
So join in the fun and connect with fans and friends who will love what you’re putting out there. No fancy equipment needed, and no limit on what you can create.
Furthermore, people can find and watch Shorts on YouTube homepage, in the Shorts Tab on the YouTube app, and on your channel’s homepage.
Why get started with Shorts?
YouTube’s VP of Product Management described the video format as “a new short-form video experience for creators and artists who want to shoot short, catchy videos using nothing but their mobile phones,” and goes on to say, “Shorts is a new way to express yourself in 15 seconds or less”.
YouTube’s attempt at short-form video content isn’t a far cry from other ephemeral videos on social media, including TikTok, Instagram Reels, Instagram Stories, Snapchat Spotlight, and even Twitter Fleets and LinkedIn Stories (RIP).
And short-form video is no stranger to YouTube. The channel’s first ever upload was only 18 seconds long.
But, what sets YouTube Shorts apart is its ability to convert viewers into subscribers for your channel, a must-do for brands and creators.
How to monetize YouTube Shorts
As a business owner or creator, you might be thinking, “How can I monetize YouTube Shorts?”. After all, many creators and brands use YouTube to bring in extra revenue. That’s because YouTube is the only platform (so far) that offers revenue-sharing to creators.
While this wasn’t always the case, we’ve got good news. Starting in early 2023, Shorts creators can qualify for the Partner Program, which means they can earn ad revenue from YouTube.
Shorts creators will need at least 10 million views over the previous 90 days in order to join the Partner Program. Once they’re in the program, creators will earn 45% of ad revenue from their videos.
The Partner Program is a pretty compelling reason to focus your short-form video efforts on YouTube. If you’re able to build an audience on the platform, you could be in for some serious cash.
What are the best practices when it comes to Shorts?
Straight to the point
Make the first few seconds of your video exciting and grab the audience’s attention right off the bat.
Think about replays
Shorts are played on a loop, so consider how your content will come across if it’s continually repeated.
Add value
Don’t just create for the sake of creating. Instead, give value to your audience through your Short and align the content with a goal, e.g., increase engagement by 10% or acquire 1,000 more subscribers.
Hook them in
What will make a viewer come back for more? Think about how you can hook in your audience to view your Shorts repeatedly.
Get the vibe right
YouTube Shorts isn’t the place for shortened versions of your long videos. Much like Instagram Reels and TikTok, Shorts is the place to give your audience short, snappy, and easily digestible content, for example, viral trends or behind-the-scenes looks.
3 Ways to Use Youtube Shorts
Grow your Channel: Use YouTube Shorts to promote and grow your regular channel. Every time you post a Short, it’s an opportunity for your content to get a view, and that view could turn into a channel subscriber or someone who engages with your main channel content.
Showcase less “highly produced” videos: Behind the scenes (BTS) video footage will give your audience a sneak peek into the background of your channel, brand, and products or services.
Behind the scenes footage can take on many forms. Here are a few ideas to get you started:
Work events
Launches
Company updates
Workplace Culture
Little educational tips
Create bite-sized content: YouTube Shorts allows your audience to engage with your brand on the fly rather than commit the time to watch a full-length video. And because 5% of viewers stop watching videos after the one-minute mark, snappy, short-form content ensures that your audience watches until the end, receives all of your messaging, and engages with your CTA.
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