Since its launch in 2005, YouTube has positioned itself globally as the leading video platform. With the standardization of vertical screens on cell phones and the creation of media platforms such as Vine, Snapchat and TikTok, the game changed, and vertical videos have taken the lead among users. 

Each major social network has included a similar short, vertical video format to stay relevant. . 

But just like you wouldn’t post the same thing across social channels, don’t think the TikTok video that works on TikTok will have the same impact on Shorts. The audience on YouTube is unique, and users are looking for information on how to do something or learn. 

How Do Youtube Shorts Work? 

YouTube Shorts allows users to record and upload vertical videos up to a maximum of 60 seconds. It also allows in-app editing, trimming, cropping, and adding music or sounds with a built-in tool. Users can also add text, subtitles, and camera filters.

Once you watch a “Short,” you can continue swiping through your feed to watch another short video or a live stream-reminiscent of how TikTok’s feed works.

Social networks have accustomed users to consuming short, disposable content, while YouTube is known as a platform that has always had long, timeless content. This makes Shorts an ideal option for those who want to consume shorter content.

Why Should You Be Using Shorts?

Youtube Shorts Creators Could Reach Higher Audiences:

Shorts already has two billion active users per month, so you’ll need to segment your audience and produce material related to your brand to increase engagement even if you have a solid subscribers list.

Companies Have Access To More Diverse Audiences:

Statistically, Generation Z is all about TikTok, so some B2B brands may have difficulty reaching their target audience. Since YouTube has a more diverse user base, Shorts could connect these brands with older generations and professionals looking for industry-related content.

YouTube Has Had Fewer Legal Problems Than Other Platforms:

TikTok has been penalized with fines for illegally collecting personal data, making YouTube a more reliable platform to upload information, especially for big brands or government social media accounts. 

Shorts Could Provide Long-Term Benefits:

According to Beta testers, Shorts don’t disappear from YouTube after 24 hours which could help increase engagement in the long term. For instance, if users prefer shorter formats and reach your channel, they can access all of your shorts instead of watching long-format videos. 

Tips To Make Shorts: 

  • By adding the hashtag #Shorts to your captions, your videos will reach a higher audience 
  • Recycle previous material you’ve created for TikTok or Reels, adapting them to Shorts. 
  • Don’t be afraid to make longer videos, over 70% of YouTube Shorts are longer than 15 seconds.

Social networks are continuously launching new features and tools, and it is our job as marketers to analyze whether they are worth including in our strategies. Therefore, even though these features are constantly being updated, it is up to us to discern and choose the ones that can help brands grow.