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Home Blog Social Media Management & MarketingYour No-nonsense Guide to YouTube Shorts for Business Marketing
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Social Media Management & Marketing
On the heels of TikTok’s and Instagram Reels’ success, is YouTube’s new platform feature that allows users to publish short video content called YouTube Shorts. And if you’re wondering how you can leverage YouTube Shorts for business marketing, then read on.
Launched in September 2020 this feature was made available to over a hunder countries across the globe, including the Philippines (made available only on July 2021). During this period, it impressively surpassed 15 billion daily average views, globally.
Because of its rapid and massive appeal to social media users and creators, you can look at YouTube Shorts as a prime channel on which you can market your business online.
As a social media marketing agency ourselves, we’re beginning to study the platform more and more as we seek to provide data-guided strategies on how to win with this shiny new format. And here’s what we’ve learned so far.
Before we dive into the unique capabilities of YouTube Shorts, it’s worth noting that it shares a lot of similarities with other short-form video platforms, namely TikTok and Instagram Reels. For one, getting started on content creation is easy. You simply tap the Create button and incorporate different styling elements, including songs and sounds, text overlays, and filters. You can also adjust the video speed.
Similarly, the content featured in YouTube Shorts are vertical, full-screen videos. You can like, comment, and share, similar to TikTok and Instagram Reels, with the appropriate icons located on the right portion of the screen.
As for the unique selling points of YouTube Shorts, which make it a great contender in the battle of short-form video platforms, you can count on these benefits:
On the other hand, Instagram is a visual-oriented platform, which can, at times, alienate some companies. Specifically, traditional corporations that project a formal brand personality and serious brand voice sometimes have reservations engaging in Instagram marketing.
In contrast, YouTube marketing covers a wide range of audiences and brand-creators. Even large-scale industries, like construction and manufacturing industries, can create YouTube Shorts without feeling out of place.
If you think YouTube Shorts business marketing is a valuable addition to your campaign, there are plenty of simple strategies that you can implement right away. Here are some of our recommendations:
While the strategies above can help you break into the YouTube Shorts scene, it would take a lot more to succeed in it and establish your brand in that space. Follow these tips when creating your videos:
Remember, the video can only run 60 seconds or less. A snappy, yet informative and entertaining video is your goal. Go straight to the point. If you’re narrating a story, the plot twist, the intriguing part of the narrative, should be at the first five seconds of the video to keep your audience’s attention. The visual content shouldn’t be cluttered either. Avoid too many texts or images that can distract your audience from the main message of the short video.
Become a source of information, inspiration, or entertainment. Put a spotlight on them, their problems, interests, and lifestyle aspirations. A reenactment of real-life struggles can make your short videos relatable. Shifting the focus, you can magnify your brand, how your products and services meet customers’ needs. Treat them to a behind-the-scenes series, so they can have a better insight as to how you are as a company. Give them a teaser about some upcoming offers. As for your existing products, do a quick how-to video.
Photo courtesy of YouTube
This may feel like an unnecessary move since the YouTube Shorts shelf is a stream of content automatically playing leaving no visibility for thumbnails. It’s important to take note, however, that Shorts can appear in the Homepage, Channel pages, and the search results. In these spaces, a thumbnail is the first thing social media users will see. This is why it still pays to take the time to create attention-grabbing thumbnails, visuals that would compel people to click and view.
Photo courtesy of YouTube
The basic technical requirements to produce short videos on YouTube are:
GIF courtesy of YouTube
Maximize the available features on the platform to align your short videos with what’s out there. These are the capabilities available in YouTube Shorts:
Always be mindful of the technicalities of YouTube Shorts to make the most of the platform. By having all the right elements to your short video, you can command attention from the audience and produce thumb-stopping content.
The title of your short videos are key to making them discoverable. An effective title is one that has:
Remember, an effective title is as important as the video content itself. Read this guide to know how else you can optimize your YouTube videos.
Like in other social media platforms, the comments section of YouTube Shorts gets a lot of eyeballs since it’s where social media users interact. Therefore, it’s a good idea to seize this space to further promote your content and give users a reason to stay on your profile. Maybe there’s a part two to your video or a long-form version available in your YouTube channel. Make the most of the pinned comment.
Although it’s the newest kid on the block, YouTube Shorts has all the makings of a promising tool for your marketing campaign. Here’s a recap of the important things mentioned in this article:
Are you considering including YouTube Shorts business marketing in your campaigns? Tell us about your plans via Facebook, Twitter, or LinkedIn.
For more tips on how to market on up-and-coming online platforms, make sure to subscribe to the Propelrr newsletter to get them straight in your inbox.
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