That videos are increasingly popular on social media no one can deny. TikTok is there to prove it and there's no way to miss Reels' big Instagram hit. Short and well edited videos have become a trend that only grows and Youtube that did not want to stay behind, recently released the new “Shorts” feature to compete directly with TikTok.
Tested in India and the United States in 2020, Youtube Shorts arrived in Brazil and is also a useful tool to facilitate the lives of original content creators that fit Google's guidelines and that allows users to record videos up to 60 seconds vertically.
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Does it look like something of the same thing imitating the competition?
Perhaps so, however the difference is that it is within the world's largest video platform, which gains ever more social networking body, has thrown off traditional TV and monetizes content creators.
How it works The Shorts
However, unlike TikTok, YouTube Shorts is not an independent service. You will not find a YouTube Shorts app in the App Store or Google Play. Instead, it is found in the main mobile application of the service.
To use it, just open the YouTube app you already have on your smartphone. Roll down a little bit and you'll see a “Shorts” tab.
There are two main features that YouTube Shorts brings to your mobile app: a platform to watch short videos and a tool to create your own short videos.
How to Watch Shorts on YouTube
After clicking the YouTube Shorts tab on the app's home page, you'll see popular Shorts thumbnails. Clicking on any of these videos leads you to the vertical video player, to watch the clip. Like the Music app, you may like or dislike the video during playback by touching the thumb icon up or thumb down.
You can share Short or comment on it from inside the player, although this will pause the video. At the bottom of the clip, you can subscribe to the video creator's channel. You can also click on the channel name to see all YouTube Shorts from that creator.
If the video clip is using music or sound from another creator, a wave-shaped button will appear on the right side of the screen. Playing this button will show you the original audio video source and all the other Shorts that use that music or sound in their clip.
Advantages for content creators
The main advantage of YouTube Shorts in relation to competition for creators, is the ability to play in a huge YouTube library of audio content to include in their shorts.
Creators can choose from the sounds of more than 250 record companies without worrying about copyright claims. And the platform plans to eventually allow users to remix sounds from any YouTube video into a Shorts video. This gives creators more options and helps them redefine or enhance some of their older content.
In addition, the app, which is available for iOS and Android, allows creators to join multiple video clips in one, speed control and a stopwatch and countdown to make capture of the right time easier.
Reward fund
In order to stimulate production and content, the service has created a reward fund and will pay from $100 to $10,000 (between R$ 519 and R$ 51.9 thousand) per month for users who create popular, creative and innovative content for the service.
Payment values will be based on things like the engagement with the creator's Shorts and their viewing numbers, although YouTube has not provided any concrete numbers or limits.
Importantly, YouTube does not require creators who wish to get a share of the new fund to generate revenue with content on YouTube, but if you are somehow in the Partnership Program, you can also join Shorts Fund.
With a new approach, the most famous video platform seeks to remain economically attractive to the most creative young people on the web.
“Shorts Fund is the first step in our journey to create a monetization model for Shorts on YouTube. This is one of our top priorities and it will take us some time to get it right. We are actively working on this and we will receive information collected from our community to help develop a long-term program specifically designed for YouTube Shorts,” YouTube said.
It is important to highlight: Channels must meet minimum eligibility requirements and those who send non-original content, videos reloaded from other channels or videos with watermarks or third-party social platform logos will not be qualified.
All shorts will count for a channel shorts monthly performance, regardless of when they were loaded, and qualified channels can earn $100 to $10,000 per month, adjusted based on total short performance and channel audience location. Eligibility is updated every month.
How to excel on Youtube Shorts
The management platform for social networks MLabs listed five marketing tips to achieve results with the creation of Shorts for Youtube:
1. Show behind the scenes of the brand
People usually like to see what happens behind the cameras, so showing behind the scenes of production (also known as making off) is an idea with potential to attract the audience's interest.
This type of content creates a connection between the brand and customers, who feel included in the company's productive and creative process.
A burger, for example, could create Shorts for YouTube showing the purchase of inputs, the preparation of food and how the kitchen is cleaned. This is a way to humanize the brand and show that processes are made by people.
2. Make tutorials fast
Short YouTube videos are perfect for brands to show you step by step how to use your products.
Companies that sell software, for example, can record short tutorials showing the main features of the tool and responding to the most recurring doubts of customers.
Cosmetic brands can produce videos showing the texture, pigmentation and differentials of a new lipstick. There are many possibilities for brands to communicate, to be useful to consumers and to disseminate their products.
3. Produce educational videos
Investing in the production of educational videos is an excellent idea to address issues related to the brand's area of activity.
Imagine you own a sustainable fashion company. Creating short videos related to this sector is a way to educate the public with relevant content and, at the same time, awaken the desire and need to consume their products.
It is worth remembering that this is one of the main precepts of content marketing: producing quality content, which will remedy potential customers' doubts, nourishing them as they walk through the sales funnel.
4. Join Popular Challenges
Challenges are very common on short video platforms. Usually, they contain dances, dubs or the famous trollages. Participating in those who are on high can help increase brand engagement and reach among users.
But before you get on the wave and do all the challenges as if there were no tomorrow, it is important to analyze the trends that really make sense to the brand and that relate to the company's purpose and style of communication.
5. Invest in content partnerships
Companies can invest in the production of short videos with partners that are relevant within their niche market.
This is a very strategic action, since digital influencers have high persuasion power and influence decision-making, increasing the strengthening, authority and scope of the brand.
Count on your partners in the promotion or launch of a product in Shorts and you will be able to enhance your results.
Conclusion
Something you should keep in mind is that Shorts can bring you or your brand closer to consumers.
Think that investing in short videos means speaking the language of new consumers. Since many people are already used to this format and almost everyone uses Youtube, that is also where the possible and desired customers can be.
Content producers already in existence In Shorts they will be ahead of competitors and this tool feature has good growth prospects. One thing you may not know is that YouTube is currently the second most traffic-driven searcher on the Internet, just losing to your own Google.
Consider it a new digital strategy, since the YouTube Shorts, usually reaches good organic numbers at the beginning and without the need to make investments.
If you already have YouTube channel, remember the tip to recycle content and adapt what already exists for Shorts, taking advantage of the immense possibility of platform music to fit in the editing and attract interested parties.
So, you like that news? National Vox also specializes in planning and media campaigns on Youtube to help “bomb” your Shorts on the network. Talk to me here.
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