YouTube Shorts: Reaching New Audiences with Short-Form Video

According to an article by CNN, it has been found that the average person can pay attention to a screen for 47 seconds before diverting their attention. That’s less time than it takes to warm up last night’s takeout.

As marketing professionals, we have to adapt to this decreasing global attention span. We need to get our message across in an informative and succinct manner. 

This is where YouTube Shorts comes in!

YouTube Shorts, a short-form extension of YouTube, hosts content much like YouTube’s primary service but with a focus on vertical videos at a maximum length of 60 seconds. 

YouTube Shorts is a way for anyone to connect with a new audience using just a smartphone and the Shorts camera in the YouTube app. YouTube’s Shorts creation tools makes it easy to create short-form videos that are up to a minute long with the multi-segment camera. 

As with any marketing tool, there are best practices. Here are a few to keep in mind when diving into the app:

1. Determine the Length.

Although the maximum length of a Short is 60 seconds, that doesn’t mean you have to use the entire amount of time. Before shooting, determine how much time you need to get the point of your message across. Then, go through and check to see if any of the content does not aid in getting said point across. If it doesn’t, cut it out!

2. Create Enticing Thumbnails.

A thumbnail can make or break a user’s decision to view the video. You want to stand out from other creators, so make sure that your thumbnail is user-friendly and invites a viewer in to watch.

3. Make Titles Interesting.

Just like thumbnails, the title of your Short can be the difference between a user viewing or scrolling past your video. Your title should make the viewer aware of what content you’ll provide with your short video. Don’t use clickbait!

4. Be Consistent.

When it comes to short-form content, consistency is KEY. Viewers want to hear from you more than once a month. We are constantly consuming content, so if viewers cannot get it from you, they will move on to the next creator. Make sure that you are posting on a consistent basis. 

5. Be You.

I’m sure you hear all the time about how important it is to be yourself on social media. This concept does not change in terms of Shorts. Being able to fill the 60 seconds with authentic content is key to have people coming back for more. 

YouTube Shorts is still a relatively new platform, but the best practices are valuable across all social sites. Being concise, conscious and captivating are crucial in helping your content grow.

Need help transitioning your content strategy to this new platform? That’s where MHP/Team SI’s Content Studio can help. Sensing the need for brands to begin thinking like creators, the Content Studio launched to provide new outlets for businesses like yours to connect with their customers on social media.

We’d love to consult with you as you explore YouTube Shorts, TikTok or Meta Reels as part of your paid or organic social strategy. Fill out the form here to get in contact!

Chris Bell-Davis

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