Like many social media sites, YouTube has also embarked into the short video format, like its big competitor TikTok. The Shorts first appeared on the platform in 2020 with the beta version exclusively in India, then in early 2021 in the United States, and then officially arrived in other countries during the summer of 2021. In just 2 years, the YouTube Shorts have exceeded 5 billion views, according to Susan Wojcicki (the CEO of YouTube).
This application, linked to YouTube, allows you to create vertical videos of up to 60 seconds, with the possibility of adding different options such as text, music, effects, etc.
These options are available in the Shorts tab, but also on YouTube homepage as a personalized recommendation, as well as on the creator’s channel homepage.
A format that is more adapted to today’s internet users. More than 50% of social media consumers say they watch short, funny videos for entertainment and relaxation. But also, a format that is adapted to video consumption via the smartphone, which represents more than 70% of the viewing time of YouTube videos. (Source: YouTube, 2019)
Creation, editing, everything is possible directly through the various tools of YouTube, to further facilitate the creation of content and encourage creators to spend more time on the platform.
Very developed in the United States – which had access to this option in preview – the Shorts are developing little by little in France.
This format aims to attract audiences to monetized content from creators, by encouraging curiosity through a short, attractive, and easy-to-watch video. Note that their visibility on YouTube is relatively low compared to other content offered on the platform.
Shorts are used more as an alternative to catch up with those profiles that are going more and more on TikTok.
On September 20, YouTube announced that Shorts will have the possibility of being monetized. The platform explained that in 2023, creators of short content will have the opportunity to subscribe to the YouTube Partner Program. From this, it will be possible for them to receive part of the money obtained with advertising.
Between each Shorts, a video from an advertiser will be played. 45% of this revenue will be redistributed to creators based on the number of views they have achieved during the month.
Now, creators will have the ability to create Shorts directly from one of their long videos. An opportunity to be able to make a teaser of their videos quickly and easily to a new audience. The Shorts algorithm works to encourage discovery, more than loyalty, to allow videos to go viral quickly and to highlight content creators.
YouTube announced in April 2022 that Creators’ Shorts extracted from a long-form video generated 100 billion views in the same month.
Being in full expansion in France, it is necessary to seize the opportunity of the Shorts videos now. There are more than 500 hours of video content in French available on YouTube every minute, which can be an obstacle to the rise in visibility for certain creators. Nevertheless, Shorts are not yet used as much, and therefore make it easier to stand out from other creators on the platform. This new use in France also allows videographers to fully express their creativity, and leave room for the creation of new trends.
Conclusion
Shorts are a real alternative to counter all those profiles that emerge on TikTok. It is also a way of teasing long videos offered by the creators of the platform. Moreover, the app offers all the necessary tools to create mini-videos and facilitate editing for new creators.
It is also a very promising strategy for brands, making it possible to create content adapted to the expectations of the audience and making it possible to reach new viewers in a simple and fast way.
Knowing that 86% of consumers want to see more video content from the brands or companies that interest them (Source: Wyzowl, 2020), Shorts are the perfect option to meet this demand. Perfect for promoting new, ever more creative collaborations, while competing with other social networks.
