Users are increasingly quick to base their decisions on the first impression a clip makes. Other social networks have either adopted this trend ( Meta Platforms, including with Instagram Reels) or embraced it from the outset (TikTok, ByteDance). Users immediately see the essence of a clip and can then decide whether they want to watch it in full. This works very well with YouTube Shorts ; they are viewed around 30 billion times a day, making them interesting for marketers. The idea is certainly not new, but what is new is its integration as an official YouTube format. They appear on the homepage and run in the vertical video feed. At the same time, they are linked to relevant content. This means that they point to, among other things, long videos that are thematically related. The sound of YouTube Shorts belongs to the music video from which they originate.
YouTube Shorts: Benefits for Marketers
For the reasons mentioned above, short self employed database clips have become indispensable for marketing . Given the increasing amount of information, users want to decide more quickly whether a clip is relevant to them at all. The shorter and more relevant the clip, the more likely they are to click on it. This is supported by solid data, which HubSpot, among others, obtained in a 2022 survey of marketers:
- Since 2022, 30% of all marketers have invested more in short clips than in other video formats.
- 1.5 billion active users click on YouTube Shorts every day.
- The short clips have a total of 30 billion views per day (an average of 20 per user).
- Short videos achieve the highest ROI among all social media marketing strategies.
The advantage itself arises from YouTube’s large user base and its engagement performance. The social network thrives on intensive interaction between users. Videos are shared, liked, and commented on, which in turn strongly influences their ranking on YouTube. It’s also important to note that around 400 new videos are uploaded to YouTube every minute. With short clips that also appear on the homepage, the chances of user attention increase enormously.
Help from YouTube for the Short Clips
Naturally, YouTube supports its own Shorts with helpful editing features for creation. Using filters and effects, creators can improve lighting, build email campaigns for b b sales among other things, and even change the background relatively easily. They can then add music, other sounds, and text overlays. All of this can be edited using a timeline tool. YouTube provides the music right away: The portal cooperates with music providers and can therefore offer YouTube Shorts creators licensed songs or other styles (jazz, classical, etc.) free of charge. This is a major problem when adding music to a clip. After all, it’s not permitted to add any music track to your video without permission and free of charge . Last but not least, it’s possible to place your own advertising on YouTube Shorts.
How do YouTube Shorts become successful?
Anyone using the format for their own marketing needs to regularly feed it with new content. YouTube also helps with this with its integrated list provider scheduler. The short clips can be pre-produced, and the timer then posts them online regularly. If the publishing strategy is a good fit for your audience, this maximizes video views. It goes without saying that marketers must adhere to YouTube’s guidelines. Last but not least, the clips need to have hashtags that contain relevant search terms and topics. The rule here is: less is more. A fitting hashtag will pierce the audience’s memory and encourage them to search for the funny short films.