Why Marketers Should Pay Attention to YouTube Shorts in 2023
Over the past couple of years, YouTube has been rolling out new tools to help brands and creators convert long-form content into short, engaging videos. With platforms like TikTok and Instagram Reels gaining popularity, it’s no surprise that YouTube has introduced its own short-form video feature, YouTube Shorts. In 2023, the platform extended the capabilities of its tools, essentially combining the Clips and Remix features and making short-form content creation even more accessible and efficient.
YouTube Shorts: A Game-Changer for Content Marketing
Since YouTube first started introducing Shorts in 2020, the platform has been adding more native effects and editing options to help users create captivating and visually appealing short videos. Not only this, but with the latest updates to the YouTube Partner Program (YPP) in 2023, shorts views now count towards YPP eligibility, giving creators an added incentive to produce more short-form content. This is especially helpful for those who are approaching the 3 million shorts views threshold.
Another advantage of YouTube Shorts is the ability to drive traffic to a channel’s long-form content. With the remixing feature, which automatically includes credit to the original video, creators can use shorts to boost discovery in the Shorts feed while also promoting their other content.
How to Create YouTube Shorts: A Step-by-Step Guide
1. Select or Create Clips
To create a YouTube Short, start by selecting or creating a clip from your channel’s long-form content. You can generate clips quickly using the YouTube app, with the option to create them from either a desktop browser or the mobile app. After setting the beginning and end of the clip, give it a name that is appropriate for the public to see.
2. Remix Clips Into Shorts
To turn clips into shorts, use the YouTube mobile app. Open the clip you want to repurpose, tap the Remix button, and select the Edit Into a Short option. Adjust the on-screen placement of the video using the slider, keeping in mind that you are converting a landscape video to a vertical one.
3. Use YouTube’s Native Editing Tools
Once you’ve finalized the timing and on-screen placement for the video, tap the Next button and start editing the clip. Utilize YouTube’s editing tools, such as filters and text overlays, to make your short more visually appealing.
4. Publish the YouTube Short to Your YouTube Channel
On the publishing screen, add a title for the short, keeping in mind YouTube SEO best practices. You can’t add shorts descriptions in the YouTube app, but you can add them retroactively in YouTube Studio. After reviewing the settings, tap the Upload Short button.
5. Check Remix Analytics in YouTube Studio
After publishing the short, you can find two types of analytics in YouTube Studio: content-level analytics and remix analytics for the original video. These analytics can help you identify what resonates best with your audience and optimize your short-form content strategy.
Take Advantage of YouTube’s Remix and Clips Permissions
Before diving into creating YouTube Shorts, make sure you understand the platform’s permissions and settings for clips and remixing. Channel owners can configure some settings at the channel level and others at the content level. Enable Clips for your YouTube Channel by going to YouTube Studio and checking the “Allow Visitors to Clip My Content” box. Adjust Remix Settings at the content level by enabling the “Allow Video and Audio Remixing” option.
Embrace the Potential of YouTube Shorts
With the combination of Clips and Remix features, YouTube Shorts provides an easy and efficient way for brands and creators to create engaging short-form content. These tools can help teams get more mileage from their long-form videos and publish more shorts in less time, ultimately leading to increased visibility and engagement on both the standard video and Shorts feed.