Last Updated: May 09, 2024
In this fast-paced digital world, short-form videos have taken center stage, revolutionizing how we consume content. The rise of platforms like TikTok, Instagram (reels) and YouTube (shorts) has left marketers wondering: which platforms should we be using to amplify our digital strategy?
In this blog, we will explore everything you need to know about YouTube shorts and whether it should be part of your strategy or not.
Let’s explore the benefits, and drawbacks, and understand how you can leverage YouTube shorts to supercharge your marketing efforts!
- What’s the Deal with YouTube Shorts?
- Pros of Using YouTube Shorts in Your Marketing Strategy
- Cons of Using YouTube Shorts in Your Marketing Strategy
- YouTube Shorts Best Practices
- What Do You Think?
What’s The Deal With YouTube Shorts?
With over 2.49 billion monthly active users, YouTube has long been the most popular video streaming platform. To keep up with the trend of short-form videos popularized by TikTok, YouTube introduced its version called YouTube shorts, capturing the essence of quick, bite-sized videos under 60 seconds. YouTube still supports longer videos alongside shorts, but in recent times, many YouTubers use shorts to promote their main channels while they benefit from increased algorithm visibility.
For example, The Outdoor Boys is a family channel that posts their outdoor adventures, cooking hacks and more. Notice how they use YouTube shorts to give snippets of their trips and travelling hacks which then drives the audience to their main channel.
From YouTube Shorts-
Main YouTube Channel-
The MAin Audience
YouTube boasts a diverse audience, with a slight male prevalence comprising 54.4% of viewers, while female viewers take up 45.6%. The most common age range is 18-25, but don’t be fooled because the audience demographic can vary based on industries, and YouTube can also attract older audiences, especially in industries like business and politics.
Pros of Using YouTube Shorts in your marketing strategy
Let’s explore the myriads of advantages YouTube Shorts brings to your marketing game:
Easy To Create
Unlike other content formats, YouTube Shorts are a breeze to create. If you’re already producing video content, you can repurpose snippets from interviews or leverage clips from TikTok or Instagram Reels. It’s seamless integration at its finest.
Algorithm Benefits
YouTube’s powerful algorithm has a dedicated section reserved exclusively for Shorts. By capitalizing on this feature, you unlock additional visibility and the potential to reach a broader audience.
Building Brand Awareness
With Shorts, you tap into a fresh wellspring of brand awareness. Renowned YouTubers, including the sensational Alex Hormozi, have utilized Shorts to skyrocket their digital strategies. Shorts demand less commitment from viewers, creating ample opportunities for your brand to shine.
Speedy and Snappy
Time is of the essence, and YouTube Shorts embrace this wholeheartedly. Shorter videos mean faster consumption, allowing you to captivate viewers swiftly and efficiently. Achieving views becomes effortless, and the algorithm takes notice, amplifying your content’s reach.
Cons of Using YouTube Shorts in your marketing strategy
As with any tool, YouTube Shorts has its limitations. These are some drawbacks you would want to consider:
Monetization Limitations
For most businesses, the inability to monetize YouTube Shorts won’t impede your progress. However, creators may lament this restriction. But the bright side is that the potential of Shorts lies in captivating your audience and directing their attention to your actual brand. Look at it as a form of creatively reeling in audience to your main product!
Interest-Driven Targeting
YouTube Shorts algorithm places strong emphasis on viewer interests rather than geographical location, making it less ideal for local businesses. However, as a resourceful marketer, you can find creative ways to make Shorts work, especially when targeting a national audience.
Quality of Attention
It’s true, YouTube Shorts may not provide the same level of attention as their longer counterparts. Viewers often swipe through countless Shorts, not necessarily clicking on the channel they land upon.
However, that doesn’t make them entirely useless because they are still a great tool to:
- Get a user to know about your brand
- Offer value very quickly
- Reach a wide audience
Every time a user clicks on your short, they get to know you and what you have to offer a little better.
Best Practices
As we have seen throughout this article, YouTube shorts have various pros and cons. In general, they make more sense for businesses that sell their products online:
- Marketplaces
- Ecommerce stores
- Software Companies
- Personal Brands of any type
Why? Because one of the most significant advantages YouTube shorts have is their traffic volume.
Using them also only makes sense if you are already using YouTube as part of your marketing strategy. Now that you have a grasp of the power of this short-form video content, it’s time to unlock the full potential in your YouTube Shorts strategy:
Embrace Volume
YouTube shorts rely on volume, as their success depends on the algorithm. Aim to create and upload a significant number of shorts to increase your chances of gaining visibility.
Deliver Exceptional Value
In the fleeting span of 60 seconds, every moment counts. Whether it’s educational, informational, or inspirational, make a memorable first impression!
Test, Test, Test
YouTube Shorts provide a golden opportunity to test the algorithm’s response to your content. Shorts can quickly catch the algorithm’s attention, so you can quickly assess which topics resonate best with your audience. Armed with this knowledge, you will be able to craft compelling longer-form videos that yield results.
Convert Shorts into Gold
Direct conversions may not be the primary aim of YouTube Shorts, but they possess the power to steer viewers towards your channel’s other videos, containing captivating links and calls-to-action. Be sure to craft compelling endings to your Shorts, enticing viewers to seek out more in your pinned comment or even click on external links.
Here are three ways to get your audience to click on your channel through Shorts:
Seasoned cinematography is always pleasing:
Break down your larger content in PARTS if you want them to come for more:
The perfect recipe for outstanding shorts-
A compelling build-up (the process)
A strong ending (the end product)
Ready to Elevate Your Marketing Strategy with Shorts?
Brace yourself for unprecedented brand awareness, lightning-fast content creation, and increased algorithmic visibility!
Stay tuned for more insights on digital marketing strategies by exploring our blog section, where we unravel the secrets of different marketing channels to empower you in growing your business. Embrace the power of YouTube Shorts and witness the transformative impact they can have on your digital journey.
If you need more help, you know where to reach us!
