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Investing in YouTube Shorts is Long Overdue

Published by Spinutech on April 10, 2024

Everyone is watching YouTube Shorts. Even your target audience.

You may have already heard that TikTok is trying to be YouTube.

Well now YouTube is trying to be TikTok.

Meet YouTube Shorts, a not-so-new platform that has presented brands with another way to get discovered by people who already have an interest in their industry space.

We can help you understand what YouTube Shorts is, the marketing value it provides for brands, and how you can effectively incorporate it into your social media strategy.

What Are YouTube Shorts?

First launched in July 2021, YouTube Shorts is a platform for creators to upload videos of up to 60 seconds in length with the goal of quickly capturing the viewer’s attention. These short-form videos are designed to be easily discoverable and shareable, with an emphasis on content that is fun, engaging, and visually appealing or educational.

YouTube Shorts is similar to TikTok and Instagram Reels in that users don’t have to subscribe to a brand’s channel in order to be served a video from that brand. All the user has to do is watch or engage with similar videos or search related keywords. YouTube Shorts takes care of the rest.

These videos have driven significant account growth for many of our Spinutech clients.

Why Brands Should Be Using YouTube Shorts

Just last year, YouTube Shorts reported recording 15 billion daily views.

That’s a lot of traffic — traffic you could (and should) be tapping into.

Adults in the United States spend an average of 48 minutes per day on YouTube, more than any other social media platform with the exception of TikTok. You may think your target audience is not watching YouTube Shorts, but we’re going to let you in on a secret: They definitely are.

Everyone is watching YouTube Shorts.

Yes, even the c-suite decision-maker you're paying a $20 CPM on LinkedIn to reach with your ads is watching YouTube Shorts in their downtime.

YouTube Shorts can also appear in Google search engine results pages (SERPs), helping your content reach more people who are performing searches related to your products or services. These search results will send users to YouTube rather than your website, but the touchpoint is valuable to your brand, nonetheless. It is driving engagement and helping you build awareness. You can also incorporate links to your website in the descriptions of your YouTube Shorts.

Where to Start With Your YouTube Shorts Strategy

Your YouTube Shorts strategy should start where every good marketing strategy begins: By understanding your target audience and identifying what content is valuable to them.

Once you have a grasp of the content that most appeals to your audience, consider what you want to achieve with your videos. Are you trying to educate? Inspire? Make people laugh? Find the intersection point between what your audience wants and what your brand needs.

Then you can begin the process of putting your own unique stamp on that content. You’ll need to align on the tone, style, and overall creative approach of your videos.

As you are developing your video strategy, be sure to include how you plan to incorporate SEO recommendations, promote your videos, and measure and analyze performance.

We also cannot stress enough the importance of testing. Don’t just set and forget your strategy. Test and optimize your video content based on views and engagement.

One last thing: Don't forget to create an eye-catching and relevant video thumbnail! 

You Can’t Afford to Ignore YouTube Shorts

YouTube Shorts has fast become essential to any social media marketing strategy for any brand, regardless of industry. YouTube's high viewership numbers make it an invaluable touchpoint in any B2B or B2C journey at all stages of the funnel.

If you’re ready for a long conversation about YouTube Shorts, let’s chat.