YouTube Shorts: AN UPDATE
Navigate Video - YOUTUBE ESSENTIALS: A guide to YouTube shorts
We last wrote about Shorts over 18 months ago: READ MORE.
This seems like a bygone era, where Shorts were a mere add on to YouTube.
But even then, we could see their potential:
“…(Shorts) will enable brands a chance to breakthrough in a less saturated flow of content, build awareness, create a community, drive engagement and reach younger audiences from all over the world, on all devices, at all times.”
So, what’s changed since then?
Well, there were over 6.5 billion recorded daily views as of March 2021 that has now skyrocketed to….
…50 BILLION daily views as of December 2022!
Our original blog post is still a great basis to get you started in shorts. But we wanted to let you know what’s happened since then:
Creation tools:
YouTube has added several new creation tools to Shorts, including the ability to add text to videos, sample audio from other Shorts, and adjust video speed.
Shorts camera:
YouTube has launched a new camera specifically for creating Shorts, which allows users to record multiple clips and adjust the video speed and timer.
Auto captions:
YouTube has added automatic captions to Shorts, making them more accessible to a wider audience.
Shorts shelf:
YouTube has added a new "Shorts shelf" to the mobile app's homepage, making it easier for users to discover and watch Shorts.
Monetisation:
YouTube has started testing a monetisation program for Shorts creators, which allows them to earn revenue from their videos.
Remix feature:
YouTube has introduced a new "Remix" feature for Shorts, which allows users to take other Shorts and create their own version of them.
Scrubbing:
The ability to swipe left or right on a Short video to fast-forward or rewind the video.
Lyor Cohen, YouTube’s Global head of Music, is cited as saying:
“(Shorts) are the entry point, leading fans to discover the depth of an artist’s catalog, including music videos, interviews, live performances, lyric videos, and more”
Does this equate to brands? We believe it does. We concur with Lyor and believe Shorts are an exceptional way to introduce a new audience to your brand. Shorts allow a brand to tap into an audience who might not have organically found them, providing them a taster to a whole world of content on a brand’s channel.
Need help?
We are YouTube experts who will help manage, integrate, optimise, amplify and evaluate your YouTube content and channel, ensuring you reach the right audience and drive high quality engagement and action rates.
Get in touch to find out how we can help with your YouTube marketing strategy: stuart@navigatevideo.com