The Potential Of YouTube Shorts Feature For Your Brand

The Potential Of YouTube Shorts Feature For Your Brand

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“Every month, 2 billion viewers come to YouTube to laugh, learn and connect. Creators have built entire businesses on YouTube, and we want to enable the next generation of mobile creators to also grow a community on YouTube with Shorts.”- Chris Jaffe
(Vice President-Product, YouTube)

The most powerful tool for brands and businesses to promote their products and services in today’s modern world is Influencer Marketing. The rise of social platforms and the increase in the rate of digitalization has pushed several brands to employ digital spaces for increased brand engagement. According to a report by Dentsu, India is expected to witness over 760 million smartphone users in 2021.  Consequently, as stated by a report published by Dentsu India, advertising on social media platforms will increase by 20%, meaning that its market will be worth Rs. 18,938 crores in 2021.

Who are the immediate beneficiaries of this phenomenon? Social media platforms will benefit greatly from this growth in data adoption. As more and more users utilize social media platforms like Instagram, Facebook, YouTube, etc., several businesses will employ various resources these platforms offer to promote their brand, which includes photos, videos, and posts. A new format that social media platforms are offering for content creation is short videos. Tik Tok has gained increased popularity as a short-form video platform. Instagram, too, started the ‘Reels’ feature to enable users to create short videos. Following the same trend, YouTube has launched a new feature called the ‘YouTube Shorts’. Here in this article, we emphasize the potential of YouTube shorts for your next marketing campaign.

The Rise of YouTube shorts:

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What Do We Need To Know About YouTube Shorts?

Every year, numerous people launch their own YouTube channels and create video content to promote their identity, products, and businesses. To aid recent advancements in video content, and to help new-age content creators, YouTube has launched Shorts – an exclusive platform for creating short-form videos. YouTube Shorts allows creators to express themselves in a duration of 60 seconds or less. It offers features like adjusting the video speed, adding music, stringing multiple video clips together, a timer, and several others. 

Shorts are YouTube’s response to the increased popularity of short-form video platforms. The social media giant has assured its users that in the coming months, numerous other creation features will be introduced. 

YouTube shorts are easy to create as you don’t need a separate YouTube shorts app. You can access the YouTube Shorts feature by tapping on the Shorts button on the YouTube homepage, or app and you are all set! However, you can use certain short video editing apps to create and leverage YouTube shorts.

How Can YouTube Shorts Help Businesses And Brands?

Videos have always been an effective way for brands to reach their target audience through social media platforms. A study conducted by Animoto says that more than 76% of small businesses have witnessed an increase in brand engagement through video content. However, the following research says that audiences are now preferring short-form video content.

According to Vidyard’s study, 56 per cent of videos by several brands last for two minutes or less, and the audience responds to them. However, 53% of videos are 90 seconds or less, and the audience is watching them till the end. What does this suggest? Shorter videos are more engaging than longer ones. Hence, short-form videos are the future of social media advertising. YouTube Shorts is a wonderful platform for businesses to create such short-term videos and promote their brand identity.

YouTube has an enormous amount of reach. According to Statista as of 2021, YouTube has 2,291 million active users, which makes it the second most popularly used social media platform in the world. Another statistic reports that on average, YouTube has 6.5 billion daily views as of March 2021. Brands can now leverage the recognition and engagement of this platform and promote their services for more leads and better sales.

Another reason is that brands whose target audience mostly involves millennials and GenZ can benefit hugely from YouTube Shorts. Short-term videos are surging in popularity among this generation. YouTube Shorts enables creators to develop vertical videos in a 9:16 aspect ratio with a duration of up to 60 seconds that will occupy the entire mobile screen and provide a unique viewing experience for users. This is an appealing feature for GenZ. Additionally, the closure of TikTok in several countries, including India, has made YouTube Shorts a huge success. Several personalities and marketers on Tik Tok who have gained enormous recognition among the GenZ are now swarming over to YouTube Shorts. Brands can now collaborate with creators on this platform to develop user-generated content and reach a wider audience effectively.

The social media giant reported that large brands are benefiting from this new feature. There was a 49% increase in YouTube’s advertising revenue in the January-March period of 2021-which proves that this platform is receiving increased engagement from audiences concerning brand promotions and advertising.

Why Should Businesses Leverage YouTube Shorts?

Below are few reasons why brands and businesses need to look up to YouTube Shorts:

1.For Better Brand Engagement

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1.For Better Brand Engagement

According to a recent statistic by Pixelhant, there are more than 12-24 million eCommerce websites on the internet. If a specific brand needs recognition, it has to create engaging content. The study specifies that videos that are shorter than 2 minutes gain maximum engagement and likes. Brands can utilize YouTube Shorts to create such engaging content and have their voice heard by the target audience.

2.For Better Brand Visibility

YouTube is a platform that is well known by people of all backgrounds. Almost 5 billion videos are watched on YouTube every day. When brands are consistent with creating short-term videos, it will lead to more viewership, and more followers and will ultimately result in the generation of sales.

3.For Better Reach

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YouTube Shorts is an enormous platform, and a diverse range of audiences can be reached through it. Brands can develop innovative short-form videos based on the kind of services and products they offer and reach their target audience effectively.


With the number of social media users increasing at a tremendous pace, brands should explore innovative strategies for targeted leads and enhanced engagement. Given the current scenario where short-form videos are ruling the Internet, brands can effectively use YouTube Shorts feature to reach more people, create content that engages audiences, and improve their visibility and sales. We need to look at the big picture and utilize this social platform to its full advantage.

Confluencr is a leading youtube influencer marketing agency that has collaborated with a huge network of brands and businesses. We have created innovative and result-oriented marketing campaigns for 40+ E-Commerce brands. Our 15000+ influencer network has been a part of 500+ brand campaigns for 200+ leading brands in India. We can help you to create tailor-made content on YouTube Shorts that will reflect your brand identity and brand value. Get in touch with us at [email protected] to learn more.

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