Short-form video content is not a new topic in this space; much has been written about the power of Instagram Reels and TikTok. However, YouTube Shorts is a new player to add to the list of short-form video creation platforms.
YouTube Shorts, which launched in 2021, heralded a new era of video creation on the platform.
YouTube Shorts, the video-sharing platform’s answer to Instagram Reels and TikTok, has the potential to help you establish a stronger presence on the platform and reach new audiences. But how exactly?
In this article, we’ll go over the basics of YouTube Shorts, how they can help your brand’s digital marketing strategy, and how to create them.
What are YouTube Shorts?
Long-form content has always been a hallmark of YouTube, but YouTube Shorts herald a new era of the platform’s video offerings.
Vertical videos that are shot, edited, and uploaded directly to YouTube are known as YouTube Shorts. They last anywhere from 15 to 60 seconds (though, if we look at other video-sharing platforms, those video lengths could change in the future).
You can add text, music, and other special effects to make a unique video for your viewers, just like Reels and TikTok.
The power of short-form videos
There is no clear winner in the debate between short-form and long-form video content. Both content types have advantages and disadvantages. But the fact that short-form video content quickly captures your audience’s attention is one of the main benefits that keeps marketers turning to it.
When it comes to social media video content, users are infamous for having a short attention span. Up until the very end, 77% of viewers only watch the top 5% of videos. Furthermore, the retention rate for videos that are under 90 seconds is 50%.
To keep retention rates high for your video content, you should aim for videos roughly 20-90 seconds long. This means utilizing short-form videos for your video marketing strategy in addition to your long-form content.
How to make YouTube Shorts
Ready to learn how to upload YouTube Shorts of your own? Take a look at this step-by-step guide on how to make and how to upload YouTube Shorts to your brand’s YouTube account.
1. Download the YouTube app and create an account
You should download the YouTube app from your device’s app store if it isn’t already there on your phone or mobile device. Once you’ve downloaded it, open the app and log in, or if you don’t already have an account, create one.
Once you have an account, you can use all of the YouTube app’s content creation tools to start creating content for your audience.
2. Start filming your Short
From the YouTube home screen, navigate to the Shorts creator page by tapping the “+” icon at the bottom of your screen. From there, hit “Create a Short.”
YouTube Shorts’ camera will open, and you’ll have free reign to film. Simply press and hold the red button to begin recording and release it when you want to stop. You can create a Short that’s one continuous video or break it up into different clips to add some variety — don’t be afraid to get creative!
YouTube’s Short creator layout is very similar to that of TikTok and Instagram Reels’ in that there are plenty of options to customize your video while recording.
Located on the left-hand side of your screen, you’ll see options to:
- Add music: Browse YouTube’s sound library by tapping the “Add sound” button at the top of your screen. You can choose from a variety of trending and featured songs.
- Adjust the Short length: Tap the “15s” button to toggle between shooting a 15-second Short and 60-second Short.
- Change your camera view: Tap the rotating arrows icon to switch your camera view from selfie mode to the front-facing camera.
- Add effects: Tap the three stars button to add camera effects to your Short like a fisheye lens or exposed film effect.
- Change the Short speed: Create a video that plays in slo-mo or fast-forward by hitting the “1x” icon to adjust the playback duration.
- Set a countdown: Tap the clock button to set a countdown timer before you begin recording for hands-free filming.
- Change your background: Tap the person icon to add a green screen effect to your Short or upload an image from your device’s photo library to act as the background.
- Retouch your Short: Tap the magic wand icon to allow the app to retouch your video as you film.
- Add filters: Tap the three circles icon to add filters to your video.
- Explore more tools: Tap the arrow button to explore even more customization options!
3. Edit your Short
Once you’ve filmed your 15- or 60-second Short, you’ll have the opportunity to play it back and make any additional edits to your video, whether it’s adding more effects, captioning, or voiceovers.
When you’re satisfied with your masterpiece, tap “Next” on the top right corner of your screen.
4. Upload your Short
You are nearly there! From here, you can give your Short a title and caption. Remember that you only have 100 characters to use in your caption, so be succinct and to the point.
You can also change the settings for your Short’s visibility, designating it as Public, Unlisted, or Private, and selecting the target markets for it.
You’ve just produced your first of many YouTube Shorts; now save it as a draft for later or upload it by tapping “Upload Short” when you’re done.
