How You Can (and Should) Be Using YouTube Shorts

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Nov 1, 2024 / by
How You Can (and Should) Be Using YouTube Shorts

Staying ahead of the curve often means adopting the newest trends before they filter into the mainstream and that’s why you should be jumping on the YouTube Shorts bandwagon sooner rather than later. YouTube Shorts is a feature that allows creators to post 60-second videos and has emerged as a key player in an increasingly crowded social media space.

Yes, you could quite comfortably argue it’s little more than YouTube’s take on the TikTok model but the fact it’s also attached to the online video platform that started it all sets it apart as its own monster. As marketers, using this monster properly offers an unparalleled opportunity to drive engagement and connect with a broader audience in a fresh and authentic way.

But how exactly can you harness the power of YouTube Shorts for your brand, and why should you even bother?

Why YouTube Shorts Should Be Part of Your Marketing Strategy

While it might have had a brief moment in the sun around 10 years ago thanks to the short-lived popularity of the short clip sharing platform Vine, short-form video content has really surged in popularity in recent years, particularly among younger audiences. This is thanks largely to platforms like TikTok and Instagram Reels but YouTube, with its existing vast user base, has only just really caught on to this trend, introducing Shorts towards the end of 2020 to engage younger audiences who crave digestible, immediate content.

The scale of YouTube’s reach cannot be overstated. We’re talking 2 billion logged-in users per month, which is roughly a quarter of humanity. In just under 4 years, YouTube Shorts have quickly become an essential component of video marketing, offering brands a unique way to tap into a vast, already-engaged audience.

Given its integration into the YouTube ecosystem, Shorts also benefit from the platform’s powerful recommendation algorithm. This means your short-form content has the potential to reach viewers who aren’t even subscribed to your channel, making it a genuine goldmine for brand visibility and discovery. If you know how to work the system, of course.

How to Use YouTube Shorts Effectively for Marketing

Create Engaging, Authentic Content

Shorts thrive on relatability and authenticity. Unlike the more polished, long-form content posted elsewhere on YouTube, Shorts should feel spontaneous and genuine. Like little sparks of creativity. Use it as an opportunity to showcase behind-the-scenes glimpses of your brand, introduce your team, or share quick, helpful tips that speak to your audience’s pain points.

Capitalise on Trends

Trends can be the secret sauce for engagement, particularly when it comes to short-form content. Monitor trending hashtags or popular challenges and think about how your brand can participate. By jumping on a trending topic in a way that aligns with your brand identity, you increase the chances of getting your content featured in YouTube’s recommendation engine, maximising your organic reach.

Keep Your Message Clear and Simple

You only have 60 seconds so make them count! Avoid trying to pack too much into one video. Instead, focus on one clear message or call to action per Short. Whether it’s introducing a product, promoting an upcoming event, or simply entertaining, simplicity is key.

Drive Conversions Through CTAs

While YouTube Shorts are ideal for building brand awareness, they can also serve as a tool to drive conversions. Encourage viewers to learn more, subscribe to your channel, or visit your website. Effective use of YouTube Shorts includes a compelling call-to-action that inspires action without being too pushy.

Leverage YouTube’s Paid Advertising Options

Integrating YouTube Shorts into your advertising strategy allows you to take advantage of unique ad formats and reach audiences effectively. Advertisers can now utilise Shorts for campaigns, which means you can place ads within the Shorts feed – similar to Instagram Reels ads. This provides a new avenue to target a mobile-first audience who might otherwise be harder to reach through traditional YouTube advertising.

The Benefits of Using YouTube Shorts for Marketing

Reach Younger Audiences

YouTube Shorts and short-form content in general, appeals heavily to Gen Z and Millennials – demographics that are otherwise spending more time on TikTok. If your target audience includes younger consumers, Shorts is an effective way to get in front of them on a platform that speaks their digital language.

Build Brand Personality

YouTube Shorts offers an opportunity for your brand to showcase a more playful or human side, connecting with audiences on a personal level. It’s a space to experiment and step away from more traditional, polished brand content, giving people a reason to follow your journey.

Increase Engagement and Channel Growth

Shorts are discoverable by users who may not be subscribers, which can drive traffic to your channel and grow your subscriber base. Engaging content on Shorts can act as a gateway to your long-form videos, leading to more extensive interaction with your brand.

Start Small, Stay Consistent

Like any new marketing channel, it’s important to start small and stay consistent. YouTube Shorts may not yield immediate results, but by regularly posting, tracking performance, and optimising your content, you can reap the long-term benefits. It’s about building familiarity, providing value, and showing up consistently to stay top-of-mind.

Ready to jump in?

YouTube Shorts is another string to your marketing bow that can quite comfortably be used alongside your TikTok marketing strategies to reach and engage with even more people. Whether you’re a small business or a major brand, the opportunities are there to make a big impact, one 60-second clip at a time.

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