How to create and use YouTube Shorts for your brand?

YouTube Shorts is YouTube's new short video format.

Faced with the rise of TikTok, YouTube has launched its own short video format, and it's time for your brand to get on board!

Why? Because since its introduction in 2020, Shorts has already exploded, with over 5,000 billion views and gathered over 2 billion users . And the platform proudly ranks as the second most-visited site in the world. Shorts is fun, fresh and the snack everyone loves! It's the ideal way for your brand to gain visibility, attract and unite a young, hip audience, and build brand awareness as quickly as possible. And if you're not there yet, you're missing out on a golden opportunity to reach a huge audience.

In this article, we'll explain the many advantages of YouTube Shorts, and how to create a viral Short.

What are YouTube Shorts?

As its name suggests, YouTube Shorts is a short video format.

This new feature, newly integrated into the platform, offers access to an unlimited stream of vertical videos. It is designed to allow users to navigate easily, introducing them to new videos and content creators.

The Short video is designed to be created on a smartphone, adopting a 9:16 aspect ratio. The layout of the title, description, etc., undoubtedly evokes its main competitor, TikTok, in the short video segment. The key difference lies in the length: a Short is limited to 60 seconds, unlike TikTok, which recently authorized its users to publish videos of up to 10 minutes.

Why did YouTube launch this format?

Today's content universe is undeniably ruled by video, a trend in which YouTube is an undisputed pioneer. The platform has sculpted our preference for this format, which has now become a mainstay of our daily content consumption.

However, the arrival of TikTok revolutionized this field, introducing an innovative format: the short vertical video. This unique style was a runaway success, prompting other social media giants to adopt similar concepts; Meta primarily, with the integration of " Reels " on Instagram and Facebook, and Snapchat with Spotlight. Now, YouTube is joining this dynamic with a special section dedicated to short, impactful videos, 15-second sequences designed to capture attention instantly.

But how did YouTube evolve from exclusively horizontal content to the adoption of this new format?

The vertical trend is largely attributable to the predominance of mobile devices. Users, particularly Gen Z, prefer to consume video content on their smartphones, favoring more immersive, easy-to-use experiences. Shorts is YouTube's response to this trend, optimized for unrestricted consumption on all mobile devices, whether running iOS or Android.

YouTube Shorts offers content creators an unprecedented opportunity to reach new audiences and redirect them to their sites or to longer-form content on their main YouTube channels. It's a strategic way for content creators to extend their reach and diversify their content, responding to consumers' changing expectations of video content.

What are the benefits of YouTube Shorts for brands?

Who among you feels overwhelmed in his or her life?

In our hectic world, where every second resounds with the ping of a new notification, our attention spans are in jeopardy, falling by 25% in just a few years.

So, if you're a marketer, good luck catching those wandering eyes! And short videos are just the thing for the younger generation, whose average attention span is 8 seconds.

And for a brand that's looking to quickly pique their interest, short videos are the best experience to offer. They guarantee increased brand awareness and maximizeengagement within the YouTube community. Shorts offer brands an unprecedented opportunity to convey their message in a powerful way, through an entertaining, interactive and captivating medium.

But that's far from being the only interest.

And by creating Shorts, brands can also reuse their longer content . A YouTube video lasting several minutes can thus be cut into excerpts on Shorts, but also potentially for TikTok or Instagram (via Reels), or, conversely, videos from these platforms can be published on YouTube Shorts.

And little secret: YouTube and Google algorithms love Shorts. So, not only is it fun and creative, it's also a golden way to gain visibility and expand your audience.

Steps for creating YouTube Shorts

Now let's get down to business: how do you create your first YouTube Shorts?

Here we look at the technical specifications for this format. We'll also share some editorial tips for sharing impactful Shorts and maximizing their engagement.

Step 1

To share Shorts on YouTube, you first need to download the application.

Step 2

Back on the YouTube application, a menu will appear. Press the (+) icon, this is the button to press to create Shorts.

Note: If you haven't already done so, Youtube may ask you to authorize access to your camera and microphone. Make sure you press "Authorize".

Step 3

You're ready to record your first Short!

To record a 15-second video clip, simply hold down or press the red record button to start recording. But if you want to record a full 60-second video, press the number 15 above the record button to change the video length.

Step 4

Once you've saved your Shorts, you can edit them directly from the application. For example, you can add special effects by browsing the toolbar on the right of the screen. 

• Press the rotary arrows to change the camera view
• Accelerate or decelerate your Short by pressing the 1x button
• Press the clock icon to set a countdown timer for hands-free video creation
• Add filters to your Short by pressing the three-circle icon
• Touch up your video with the magic wand, etc.

Note: You can also use their new "YouTube Create" application.YouTube Create"for editing your videos, on mobile or computer.

Finally, to add music, press the "Add sound" icon at the top of the screen.

Note that you can only add an audio track to your Short before you start recording, or afterwards, in the editing process.

Step 5

Once you've finished editing your Shorts, press the check mark to save your Shorts. Or click on Upload Shorts to upload your YouTube Short.

Adapting your content to the Shorts format

The aim is to create authentic YouTube shorts. To achieve this goal, it's imperative to respect the rules associated with short videos on social networks:

• Grab users' attention immediately by concentrating your efforts on the first 3 seconds of the video;
• Share dynamic content. Shorts that work best aren't simple sequences filmed continuously. Play with editing (cuts, transitions, etc.) to keep viewers' attention; 
• Think replay. Like TikToks, Shorts are broadcast in a loop. Keep this in mind to ensure a smooth transition between the beginning and end of your video.
• Offer value (quickly). Don't create shorts just for the sake of sharing them. Give your audience added value by entertaining them, teaching them something new or sharing a good tip.

Note: Shorts can also be used as capsules of your longer formats, or as punchy summaries for those pressed for time, conveying the essence of your message succinctly and attractively!

Sample content to make your YouTube Short viral

Now that you know how to create YouTube Shorts, we share with you the best content that goes viral easily on YouTube.

1. Entertainment (sketches, micro-trotters, pranks, etc.); 
2. Motivational content (sharing inspiring anecdotes or conference/roundtable excerpts) ;
3. Educational content: Short capsules sharing unusual information or news ; 
4.  Product crash tests, tutorials or life-hacks. 

Never stop taking inspiration from the trends and content that are popular on the platform to boost your visibility. Depending on your area of expertise, whether it's cooking, lifestyle, entertainment, etc., study what appeals to your audience and put it to work for you.

YouTube Shorts have exploded in popularity! Give yourself the chance to expand your audience and multiply your community's engagement. Take advantage of this feature for creating short, captivating videos to grow your branded YouTube channel and attract a new audience.

Do you want to optimize your brand campaigns on YouTube? We're here to help! Contact us, we'd be delighted to explore the possibilities for making your brand shine on social networks and appealing to Generation Z.