The internet and social media are abuzz with short-form videos — a trend that gained massive momentum since TikTok’s launch.
A lot of kids, teens, and even adults have the YouTube app downloaded on their phones. Younger audiences are future customers and influential trendsetters. Engaging them builds brand loyalty, drives growth, and generates word-of-mouth recommendations within their circles. Being where they are helps you reach them — and YouTube shorts are just the way to do it!
In this blog post, we’ll explore what YouTube Shorts are, why they matter for small businesses, and guide you on how to leverage this exciting tool for effective brand promotion.
Let’s embark on this YouTube Shorts journey!
What are YouTube shorts?
YouTube videos are longer content, they could be as long as a movie. YouTube Shorts, on the other hand, are short-form videos, typically lasting up to 60 seconds. They’re designed to quickly grab with short, engaging, and catchy videos displayed in a vertical format — perfect for mobile viewers. In fact, more than 50 billion people around the world watch YouTube shorts.
It was developed in response to the rise of short video content on other platforms, like TikTok and Instagram Reels, recognizing its potential to engage a younger audience. Currently, YouTube Shorts and TikTok are two prominent players in the world of short-form video content. While they share some similarities, they also have distinct features and characteristics that set them apart:
Quick comparison of TikTok vs. YouTube Shorts
1. Audience reach
- YouTube Shorts. YouTube is a well-established platform with over 2 billion logged-in monthly users. Shorts leverage this extensive user base, making it easier to reach a broad and diverse audience.
- TikTok. TikTok has rapidly grown to become a global phenomenon, particularly among younger users. It boasts over 1 billion monthly active users, making it a powerhouse for reaching a younger, trend-focused demographic.
2. Video length
- YouTube Shorts. Shorts are typically 60 seconds or less, offering creators a concise format for content.
- TikTok. TikTok videos can also be up to 60 seconds long or more, allowing the choice between short and snappy content or detailed videos.
3. Content discovery
- YouTube Shorts. Shorts are integrated into the main YouTube app, which means they appear in users’ regular YouTube feeds. They can also show up in Google search results, thus improving your SEO ranking.
- TikTok. TikTok’s algorithm-driven “For You Page” (FYP) is designed to surface content tailored to users’ interests, providing an addictive browsing experience.
4. Monetization
- YouTube Shorts: You can monetize YouTube shorts with ad revenue sharing, channel memberships, and merchandise shelf integration, which can benefit creators in the long run.
- TikTok: TikTok’s monetization options are still evolving and may be limited compared to YouTube. However, brand partnerships and sponsored content opportunities are available.
5. Analytics and insights
- YouTube Shorts: Creators have access to robust analytics and insights through YouTube Studio, providing data on views, engagement, and audience demographics.
- TikTok: TikTok provides insights on video performance and audience demographics for pro accounts, allowing creators to fine-tune their content strategy.
6. Content depth
- YouTube Shorts: Given its long-form video roots, YouTube allows for more in-depth content beyond Shorts, which can be beneficial for creators with varied content strategies.
- TikTok: TikTok excels in bite-sized, highly engaging content, which can be more focused on trends, challenges, and entertainment.
Benefits of using YouTube Shorts for small businesses
Younger customers are an untapped demographic that offers so much potential. If you’re a small business looking to make a big impact on your current customers and a younger user base, multiple video clips and YouTube Shorts can be your secret weapon.
Here are the key benefits of using YouTube Shorts for small businesses:
- Enhances your visibility. YouTube Shorts has a dedicated “Shorts shelf” on the platform, making it easier for your videos to be discovered by a broader audience.
- Engages younger audiences. Shorts resonate particularly well with younger demographics who prefer shorter, snappier content. This can help you connect with the next generation of customers.
- Boosts your creativity. Shorts’ format challenges you to convey your message creatively in under 60 seconds. This encourages innovative storytelling and unique brand expression.
- Marketing tool is accessible. Creating Shorts doesn’t require elaborate video production. It’s a cost-effective way for small businesses to get their message out there.
- Improves SEO and organic traffic. YouTube Shorts can appear in Google’s search results, potentially increasing your website’s visibility and driving organic traffic.
YouTube Shorts offer a fantastic opportunity for small businesses to increase their online presence, engage with younger audiences, and let their creative flag fly—all in short form content and bite-sized videos that captivate viewers in seconds.
What are YouTube Shorts used for?
YouTube Shorts can be harnessed for various purposes. Besides being snappy and short, they’re very flexible and offer a myriad of possibilities. Here’s a breakdown of what you can use YouTube Shorts for:
Product demos
YouTube Shorts offer a fantastic stage for showcasing your products or services in action, providing a dynamic way to engage potential customers. With these short videos, you can give viewers a rapid sneak peek into how your offerings work and emphasize their key features and benefits.
Whether you’re unveiling a new gadget’s cool features, demonstrating the effectiveness of a beauty product, or showcasing the convenience of a service, Sorts capture people’s attention quickly and leave a lasting impression.
Teasers and previews
YouTube Shorts provide a captivating platform to generate exciting glimpses that leave viewers hungry for more. Whether you’re about to launch a new product line, host an exciting event, or unveil a limited-time promotion, Shorts allow you to tease the highlights, fanning anticipation and ensuring your audience stays eagerly tuned in for what’s next.
Behind-the-scenes (BTS)
You can take your audience behind the curtain, providing an exclusive glimpse into your business operations, your dedicated team, or the creative process that powers your brand. These short videos create a sense of transparency, allowing viewers to witness the inner workings of your business.
When you showcase the people, processes, and dedication that drive your brand forward, you can establish a personal connection with your audience. BTS Shorts humanize your business, making it relatable and approachable, and fostering a sense of trust and authenticity.
Customer testimonials and awards
These short videos share the voices of satisfied customers, allowing them to sing your praises snippets and showcase authentic feedback.
When you feature real customers sharing their positive experiences with your products or services, you not only validate your brand but also create a genuine connection with your audience. You can also share accolades from satisfied customers, glowing testimonials, or the recognition your business has received to show your excellence and bolster your brand’s reputation.
Potential customers can see and hear from people who have benefited from your offerings. Viewers’ trust naturally grows when they see others vouch for your products or services.
Quick tips and tutorials
It’s a perfect avenue for delivering valuable information in a short and sweet format. Whether you’re offering quick tips, life hacks, or short tutorials, these videos can establish your expertise in your industry.
In just a matter of seconds, you can provide viewers with actionable insights, helping them solve problems or improve their lives. This positions your brand as a knowledgeable authority while also catering to the fast-paced, information-hungry digital audience.
Flash sales and discounts
It’s also an ideal platform to swiftly announce flash sales, limited-time offers, or exclusive discounts that create a sense of urgency among your audience. In these short videos, you can deliver the news of a fantastic deal in a matter of seconds, igniting excitement and prompting viewers to take immediate action.
Tap into the short attention spans of today’s online audience and compel them to act swiftly to secure a special deal.
Storytelling
YouTube Shorts offer a creative canvas for crafting brief, but compelling stories related to your brand’s journey, milestones, or values. These short narratives can connect your brand with viewers on a personal level, tapping into the emotional power of storytelling.
Sharing your brand’s history, highlighting significant milestones, or conveying your core values showcases your authenticity. It can make viewers feel a part of your brand’s narrative, which fosters loyalty and trust that extends beyond the short video.
User-generated content (UGC)
Showcasing content created by your customers provides an excellent opportunity to celebrate your community and cultivate brand loyalty. By featuring user-generated content (UGC), you’re acknowledging and appreciating your customers’ contributions but also demonstrating the authenticity of your brand.
UGC Shorts spotlights your customers as the stars, making them feel valued and inspiring them to continue engaging with your brand. Plus, it’s fun. It’s a win-win for both your brand and your enthusiastic community.
Challenges and contests
When it comes to YouTube Shorts, don’t underestimate the power of creating fun challenges or contests related to your products or industry. These short videos are the perfect medium to inspire user participation and engagement.
Whether it’s a creative challenge, a contest with exciting prizes, or a quirky competition tied to your offerings, Shorts can ignite enthusiasm among your audience. By encouraging viewers to participate and showcase their talents or ideas, you foster a sense of community and interaction.
Event promotion
YouTube Shorts are perfect for their swift and effective way of promoting your upcoming events or webinars. In less than 60 seconds, you can create engaging teasers that capture the essence of your event, build excitement, and provide essential details.
Share the date, time, and key highlights, and don’t forget to include a clear call to action for viewers to register or save the date.
Educational Snippets
Share bite-sized educational content related to your industry. These short videos are perfect for conveying interesting facts, trivia, or valuable insights. By positioning your brand as a source of knowledge, you can showcase your expertise and engage your audience’s curiosity.
Share quick tips, industry trends, or fascinating facts in a way that’s both informative and visually engaging. With Shorts, you can make learning entertaining and memorable.
How to get started with YouTube Shorts
Setting up a YouTube channel
You can’t start on your YouTube video journey without an account. To set up a YouTube channel for your small business, follow these steps:
- Go to YouTube and sign in with your Google account.
- Access your channel by clicking on your profile picture.
- Create your channel, select a name, and customize it with a profile picture and banner that represent your brand.
- Write a brief channel description.
- Consider adding a channel trailer.
- Verify your YouTube account for added credibility.
- Adjust settings to your preferences.
Now, you’re ready to start creating and uploading shorts videos on YouTube Shorts to effectively promote your products and engage your audience.
Navigating the shorts interface
The YouTube Shorts creation interface is where you’ll put together those captivating short videos. In this virtual space, you can upload your vertical videos, trim them to the perfect length, add music to set the mood, include catchy captions, and even sprinkle in some eye-catching effects. Here’s how you can upload YouTube shorts online:
- Access Shorts. Start by opening the YouTube app on your mobile device.
- Create. Tap the “+” button at the bottom-center of the screen to begin creating your Shorts video.
- Record. No need for a high-quality camera. You can start recording with just a smartphone by holding the capture button or uploading existing videos from your device.
- Edit. Use the editing tools provided to enhance your video. Trim, cut, and add music, captions, and effects to make it engaging.
- Duration. Keep your Shorts video under 60 seconds.
- Preview. Before finalizing, preview your video to ensure it looks just right.
- Details: Add a title, description, and relevant hashtags to help users discover your video.
- Privacy: Set your video as public, unlisted, or private.
- Upload. Tap “upload short”, and your YouTube Short is ready to share with the world.
It’s your canvas for crafting engaging content. As you explore this interface, you’ll discover how to make your Shorts stand out, drawing in viewers with visuals and sounds that leave a lasting impression.
Creating Compelling Videos
People watch YouTube videos for their content, so your YouTube Shorts need to quickly grab and viewers’ attention, keep them interested. By doing this, you’ll help your brand stand out in a growing crowd.
Creating compelling YouTube Shorts involves several key elements:
- Brainstorm content ideas. Start by brainstorming ideas that resonate with your audience and align with your brand message. Think about what kind of content will engage viewers and spark their interest. Look at trending topics or challenges for inspiration.
- Take note of filming and editing techniques. Pay attention to framing, lighting, and angles to capture attention-grabbing shots. In the editing phase, trim and fine-tune your video for a concise and engaging experience.
- Add music, captions, and effects. Enhance your Shorts by adding music that complements the mood or message of your video. Use captions to convey important information or engage viewers without sound. Experiment with effects to make your video visually appealing.
- Optimize your video titles, descriptions, and hashtags. Craft a catchy, concise title that grabs viewers’ attention. In the description, provide additional context and include relevant keywords. Don’t forget to use trending and relevant hashtags to boost discoverability.
By mastering these elements, you can create YouTube Shorts that are not only visually appealing but also engaging, shareable, and optimized for maximum reach and impact.
How do I promote my product on YouTube Shorts?
Creating YouTube Shorts allows you to reach a vast and engaged audience quickly. The short, attention-grabbing format is ideal for showcasing your product’s features and benefits memorably.
And, with the potential for your Shorts to appear in search results and reach trending topics, it’s a cost-effective way to boost product visibility and connect with potential customers. Follow these tips to effectively promote your product on YouTube Shorts:
- Plan your content. Start by brainstorming creative ideas that showcase your product’s features and benefits in a visually engaging way. Think about what makes your product unique and how you can highlight that in a short video.
- Create compelling shorts. Use your smartphone or a camera to capture high-quality footage of your product. Consider different angles, close-ups, and shots that showcase its functionality. Keep the video under 60 seconds, as per Shorts guidelines.
- Add music and effects. Enhance your video by adding background music that sets the mood or complements your product. Experiment with visual effects and transitions to make your Shorts visually appealing.
- Craft a catchy title. Your video title should be concise yet attention-grabbing. It should give viewers a clear idea of what they can expect from the video.
- Write an engaging description. In the video description, provide additional details about your product, including its benefits and how viewers can purchase it. Include relevant keywords to improve discoverability.
- Use relevant hashtags. Research and include trending and relevant hashtags in your video description. This can help your Shorts appear in search results and on users’ “Shorts” tabs.
- Engage with your audience. Encourage viewers to like, comment, and share your Shorts. Respond to comments promptly to build a sense of community and show that you value your audience’s feedback.
- Promote across platforms. Share your Shorts on your other social media platforms and website to maximize visibility. Cross-promotion can help drive more traffic to your YouTube Shorts.
- Consider paid promotion. If your budget allows, consider running paid advertising campaigns on YouTube to promote your Shorts to a wider audience.
- Monitor analytics. Keep an eye on the performance of your Shorts using YouTube’s analytics tools. Pay attention to metrics like views, watch time, and engagement to refine your strategy over time.
Tips and best practices
Following the best practices and tips on YouTube Shorts helps your videos engage viewers effectively and achieve your marketing goals. These strategies increase the chances of viewers taking action, like visiting your website or making a purchase. Stay updated with trends and analytics to stay relevant and contribute to your business’s growth:
Stay current with the trends
The world of YouTube Shorts is fast-paced and staying up-to-date with trends is vital. Pay close attention to what’s happening in your industry, as well as current social media and video trends. Trends can be a powerful source of inspiration for your Shorts.
They allow you to tap into popular themes, challenges, and formats that are capturing the audience’s attention. By incorporating trending elements into your content, you can keep your videos fresh and relevant, making them more likely to resonate with viewers.
However, remember to put your unique spin on these trends to maintain your brand’s authenticity. Staying current with trends ensures that your content remains in sync with the ever-evolving digital landscape, helping you stay engaged with your audience and potentially going viral.
Engage your audience
Encourage viewers to engage with your content by leaving comments and likes. Respond to comments promptly and acknowledge your audience’s input to make them feel valued and heard. Engaging with your viewers not only strengthens the bond between your brand and its audience but also increases the visibility of your Shorts through YouTube’s algorithms.
When viewers see an active and responsive community around your content, they’re more likely to join in and become part of the conversation. This engagement can ultimately translate into brand loyalty and advocacy, with your viewers becoming your most enthusiastic supporters.
Leverage analytics
Data is your compass in the world of YouTube Shorts. Dive into the analytics provided by the platform to gain insights into your video’s performance. Track metrics like views, watch time, engagement, and audience demographics to understand what’s working and what needs improvement. Are certain types of content getting more views? Are viewers dropping off at a specific point in your longer videos? Analytics hold the answers.
Use this data to refine your approach. Then, create more of the content that resonates with your audience and adjust your strategy for the content that doesn’t perform as well. This data-driven approach helps you make informed decisions, ensuring that your YouTube Shorts become more effective over time.
Protect your brand
While YouTube Shorts offer creative freedom, it’s crucial to safeguard your brand’s reputation by adhering to YouTube’s guidelines. Familiarize yourself with the platform’s policies and community guidelines to ensure your content stays within acceptable boundaries. Violating these guidelines can lead to content removal or account suspension, which could harm your brand’s credibility.
Maintaining a positive and ethical online presence is essential for long-term success. Encourage a respectful and inclusive community around your content, and promptly address any inappropriate comments or behavior. By protecting your brand’s reputation and maintaining a safe and welcoming environment for your viewers, you build trust and loyalty with your audience, ultimately enhancing your brand’s image.
Upload YouTube shorts and get your business viral
YouTube Shorts offer an exciting avenue for brand marketing. It offers small businesses a fantastic chance to excel in short video marketing — perfect for grabbing attention, reaching various audiences, and boosting brand recognition.
While Shorts can garner views and engagement, remember that your business website is your best bet for capturing leads and expanding your customer base. Consider partnering with Web.com’s reliable hosting to complement your social media efforts with a stellar business website.
