September 20, 2022
Video consumption is increasingly moving short-form. Ofcom recently reported (August 2022) that short form video is being watched by 32% of adults aged 15 years and over and 69% of people 15-17 years old. The shift to short form video is being driven largely by demand from the younger audiences for more snackable fast content. And where younger audience eyeballs go, ad dollars will soon follow. This is why short form video has become the key battleground for the major tech platforms. It is seen as the route to eyeballs, engagement and revenue.
The short form video battle is being led by TikTok who’s exponential growth has caught Meta and Google off guard. But Meta and Google have responded accordingly. Meta launched Reels its own short form video play and Youtube launched Youtube Shorts - its own answer to TikTok and Meta’s Reels.
YouTube Shorts is a new short-form video format for creators to express themselves in 60 seconds or less. It is a quick way for creators to connect with a new audience using just a smartphone and the Shorts camera in the YouTube app. It’s designed for speed, to create high frequency creative content that drives engagement. And it appears to be working. Following its initial beta launch in India in 2020 and before its global launch in 2021, YouTube shorts surpassed 6.5 billion daily views. Currently, YouTube Shorts receives 30 billion views daily.
YouTube Shorts are vertical videos (9:16) that can be 60 seconds long or less. If you use music from the YouTube catalogue, your Short will be limited to 15-seconds only. YouTube also automatically categorises any content that’s 60 seconds or less as a Short.
YouTube is a leading video streaming platform but it is also the second largest search engine in the world. This means when they launch a product it is almost guaranteed to generate fast reach in the short term while they push it out to the existing user base.
There is a window of opportunity for fast mover brands that are prepared to get in and experiment early.
So what are the opportunities for brands with Youtube Shorts:
Just like any other platform, optimising your video enables you to maximise viewers. Here are 3 tips for creating an effective YouTube Short:
1. Understand your audience
Analyse the performance of your previous videos and define your content strategy. Ask yourself who your target audience is, what might appeal to them, and what you want to achieve with that content. Define a tone for your content and be consistent.
2. Develop thumb stopping creative
3. Optimise your YouTube Shorts title
Optimising your titles with relevant keywords helps the site’s algorithm discover your content and show your video to the relevant audience. Follow the following steps to optimise your titles:
YouTube Shorts is an easy and accessible channel to reach a growing audience. Create the perfect YouTube Shorts strategy for your brand with one of our Social Media Experts.