The average social media user has an attention span of about two seconds when it comes to video content. That’s why brands, influences and content creators should be focusing on creating short-form video content that grabs — and holds — their audiences’ attention.

And what better way to do just that than by making use of something like YouTube Shorts or TikTok?

It turns out that there are more benefits to using short-form content than one might think. While you might already have a few in mind, let’s not get ahead of ourselves.

Starting right at the beginning, let’s dive right in:

What is YouTube Shorts?

YouTube is a social media platform specifically created to share video content. Following this setup, YouTube Shorts is “a new short-form video experience for content creators who want to shoot short, catchy videos using only their mobile phones,” according to Chris Jaffe, VP of product management.

These videos can be 15 seconds or less, giving the creator a place to post content that will grab their audience’s attention within seconds. What makes YouTube Shorts completely different from the other YouTube videos is the fact that this feature is intended to be used via the mobile app.

It is designed to post videos that have been created by using a phone's camera. The user doesn’t need any other fancy equipment — just what they already have! Neat!

The Shorts feature can be found at the bottom menu of the YouTube mobile app:

How to create YouTube Shorts?

Getting started with YouTube Shorts might be intimidating, but it is actually extremely straightforward. All you need is a smartphone, the YouTube application on your phone and data. Simple, right?

So, on the short side, here’s how to use it:
  1. Install the Youtube app on your phone.
  2. Open up the YouTube application.
  3. Tap the plus button that is at the bottom middle of the page.
  4. Next, click on ‘Create a Short’.
  5. You will then land on the YouTube Shorts recording page. Here, you can choose the length of the video, filters, music and speed of the video.
  6. Once you are happy with the small details, you can then tap on the recording button and start recording your video.
  7. You can then add the title and keywords of the short and hit publish.
And Voilà! You have your very own YouTube Short video posted!

For more deets on this, check out this beginner's guide on posting Shorts.

Why should brands create YouTube Shorts?

YouTube Shorts are still in beta-testing, which means that its development is not yet completed. There can still be errors, mistakes and ‘bugs’ when users use the product. But that doesn’t mean that brands should overlook the potential that this feature holds. In fact, brands should dive right in and use the feature as it currently stands.

Why? Well, YouTube Shorts can not be monetised yet, but it does help to push up a content creator’s views. When viewers come across a short video that they find interesting, they will head over to the creator’s channel for more. The ’crumb-sized’ content will only stir up a bigger appetite in them.

Increasing your views means more people will see your content and share it — bringing in a higher level of brand awareness. So making Shorts (yes, like right now) will be worth it!

What does this development mean for the social media industry?

The launch of this feature is an indicator that the social media industry will continue to see the rise in apps that support short-form video content. YouTube, among others, has taken this opportunity to compete with fellow platforms such as TikTok and Instagram Reels.

But what does this mean for content creators, influencers and brands? Well, this trending form of video might get them to reconsider the approach that they take when it comes to marketing themselves and their offerings. It also means that they have a ton of platforms at their disposal for video content specifically. These can include (if not comprising all) of the following leading apps:
  • Instagram Reels
  • TikTok
  • SnapChat
  • Facebook Stories, and
  • YouTube Shorts.
Users will now have more options when deciding what platforms they will use when posting repurposed content.

Does this mean that content creators and audiences will not consider moving over to just one platform? Well, no. This development in multiple video-hosting platforms could potentially see users choosing to use one, a few, or all of the platforms simultaneously. This means that creators can even post the same short-form video on multiple platforms, thus reaching a bigger audience!

The possibilities are endless — and exciting!

Do you think YouTube Shorts will be able to compete with TikTok? Be sure to let us know in the comments section below.

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Are you in need of some inspiration for your next content creation? Well, social media might be the answer. Check out these Three ways social media encourages creativity.
*Image courtesy of Pexels