YouTube Short Effect

With YouTube Shorts, it's now easy for viewers to switch between "Different Screens, video lengths, and creators." So how did this happen and what is the role of YouTube Shorts here?

Viewer Experience:

Viewers no longer watch content on topics that interest them, but only one type of video on a single platform. Today, viewers have ample freedom in both short and long videos and viewing experiences on different screens. In this context, long, short and mainstream content all have an audience on YouTube. So what is the importance of this information for brands and where is the lack of this work?

In recent years, the most important innovation in digital platforms for mobile devices has been short vertical videos. So what do these vertical videos have in common? The short answer: “creating trends and keeping people on track” YouTube Shorts has reached more than 30 billion daily views with 1.5 billion monthly active users since its launch in 2021.

Isn't that number crazy? Let's combine this data with another study. 59% of the viewers defined as “Generation Z” prefer to watch the short versions first of the content they want to watch the longer versions later. When we combine this data, we can come up with various definitions such as marketing strategy, channel management strategy, and the bright path you should follow to get your content to large audiences.

Content Suitable for Different Devices:

Another study shows: While viewers prefer mobile devices for short videos, they continue their old habits and prefer television that offers them the viewing experience they are used to for longer videos. That's why they watch short videos on their mobile devices and explore topics they're interested in, and then access the long videos of these creators with the experience of watching YouTube on their television screens. The research reveals that as of January 2022, viewers watched an average of 700 million hours of YouTube content per day on television.

Acquiring Generation Z: Based on research, we found that 59% of Gen Z prefer to watch short content first and then longer content related to them. How do you think the creators chose to use this data? Let's take a look at an example of this on YouTube.

South Korean Group Black Pink: A music group created a challenge called #pinkvenomchallange by using the short content genre for its purpose, connecting with their audience, and then using this challenge for their new song they wanted to promote, gaining more than 90 million views on YouTube in the first time. 24 hours of their new songs. They made it the third most watched music video of all time in the first 24 hours.

Creating Successful Short Videos: For this, we can list 3 main topics and give examples of three content producers who share their experiences in this field.

Get Attention Now

"The first few seconds are always the most important part of the video. These are the equivalent of long-form thumbnails. At this point, it needs to be visually, audibly and intellectually irresistible," says Korean Vegan, a US-based food ingredients manufacturer. This is an invaluable insight into the importance of engaging the audience right away, directly from the creator.

Connecting with Generation Z

Shorts Break, an Indian comedy channel with 13 million followers, says it uses the short content genre to reach younger viewers. According to them, the definition of quality content is far from being the same for Generation Z and Generation Y; Watching interesting, fast and quality content has become a primary viewing method.

Action

Lastly, British comedy content producer Chewkz, who has more than 2 million subscribers, underlined that the audience does not tolerate wasted time in short films and they want to see the action as soon as possible, saying, "I draw attention in the first second of short films. By using beautiful visuals that attract the attention of the audience. I try to start from the middle of the action. I'm working on it. So viewers want to follow what's going on until the end.” sums up the issue.

The Importance of Shorts for Marketers:

In advertising campaigns on YouTube, marketers can use shorts as a new way to tell their stories and reach viewers on YouTube. It's a helpful way to multi-format strategies on YouTube. “Initial tests show that adding a vertical video element to transactional video campaigns leads to 10% to 20% more conversions per dollar in YouTube Shorts than horizontal videos alone.” that this data is proof of how important it is in a very short time for the shorts type that has been opened to advertisements as of February 2023.

In short, a new field has emerged for both content producers and advertisers with YouTube Shorts. This area has acted as a bridge by connecting different audiences to each other, enabling these audiences to follow different paths to reach the same content and ultimately consume the content, thus offering the success they aimed for both content producers and advertisers. Those who have discovered this function and put it into practice in their content have already reaped the benefits of this and have already achieved great success. The examples in the article are just a few of them.