YouTube Shorts: your next Digital Strategy?
On top of this, Facebook and Instagram are planning to invest up to $1 billion by the end of 2022 to support and boost content creation and drive income through their own channels. Apart from this, Youtube also shares best practices and tips to make the most out of your Shorts. Furthermore, whilst YouTube Shorts can act as a quick way to boost immediate views for your content, being stored alongside long-form videos can lead users to more detailed content and help connect them to your brand. Creating long-form video content can be a significant investment in both time and resources. So, we these updates and support for video content creators, we ask if it will create enough excitement for brands to re-evaluate their use of the channel within their digital marketing strategies. Despite the benefits of using video content to increase brand awareness, most marketing strategies focus on the more conventional digital channels such as Instagram, Facebook or Twitter rather than YouTube. As previously mentioned, the vast amounts of content on YouTube can be overwhelming for brands when considering including the channel in their digital marketing strategies. It is also hoped that Shorts will help to diversify YouTube content to include more short-lived popular trends and ideas that long-form creators don’t see much value in. Data was c reat ed with GSA C ontent Generator DEMO.
Similarly, YouTube Shorts creators can access a music library provided by the platform to use in their videos, much like TikTok. Currently, YouTube Shorts are set to have their own “shorts shelf” carousel within the app where users can scroll an algorithmically chosen feed, with creators’ shorts also sitting in their channel library alongside traditional long-form video content. Since YouTube Shorts will be added to your channel library as well as the designated Shorts shelf, they will be accessible to anyone at any time. One of the newest ways to keep the readers and potential users attracted to the new kid on the block, Youtube Shorts, is sharing monthly numbers and updates and a case study that showed success during that period. One study by Think With Google states that “50% of consumers claim that online video helped them make a final purchase decision“. However, by viewing the channel as a video search engine where consumers search for content based on their interests, we can build a clearer picture of how to place content in the right way. However, the other side of the coin shows that popular content can rise quickly and often transcends the targeted audience, thus reaching new potential customers.
Whilst there are some concerns, with extended testing and improvements over time, YouTube seems to have blended both long and short-form content so that brands can utilise it effectively. 26 countries. Also, the company announced that its Shorts Fund, a $100 million fund for creators, will be available in over 30 new countries. This means that brands have less control over how their content is initially presented to their audience. As seen with other similar platforms, content that doesn’t meet audience expectations can be bypassed on the scrolling feed meaning that unsuccessful ideas can have minimal impact on the consumer. Unfortunately, YouTube has not currently confirmed that they have a way to address these problems. Whilst many short-form content platforms see a significant turnover of popular videos that can disappear as they decrease in views or even on a timer, YouTube Shorts allow people interested in your brand to view your content forever. Unfortunately, it is often not even the original creators of the TikTok content that are re-uploading it to YouTube Shorts to gain fast followers. However, TikTok is still leading the short videos arena with its own creators’ fund ($200 million) launched in July that helped skyrocketed the platform popularity even more.
This creates many issues, especially since plagiarism and unoriginal content will devalue the platform for both brands and audiences. This will also help to draw in Gen-Z creators and with them their often large audiences. The main advantage is that this creates continuity for audiences who are new to your brand or channel. This is where YouTube Shorts can be an excellent tool for testing new content or brand image concepts. How Can YouTube Shorts Work For Your Brand? It is, therefore, no surprise that to add to the already popular short-form content platforms such as Snapchat Stories, TikTok and Instagram Reels, YouTube has created its own version: YouTube Shorts. A significant concern for many is around the uploading of popular TikTok videos to the YouTube Shorts shelf. In addition, the app has an inbuilt YouTube Shorts camera meaning that creators do not need access to expensive and specialist equipment to post high-quality content.
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