YouTube Shorts in the marketing mix?
YouTube has launched a new format on the market: YouTube Shorts. What exactly they are, how they work and the advantages of the new format have already been discussed in our first blog post. In the second post, we now explain how YouTube Shorts can be used within a marketing mix and also look at how the interaction between ads and Shorts works.
Use of shorts in the marketing mix
Advertising measures via YouTube are effective in all phases of the customer journey, regardless of whether more reach is to be generated, interest created or a campaign carried out. According to internal YouTube data from April 2022, YouTube Shorts have around 30 billion daily views worldwide. This makes shorts a perfect addition to an existing content strategy.
Main channel vs. second channel
Within a shorts strategy, it is important to consider whether the short videos created should be published directly on the main channel or whether it would be better to use a second channel . To answer this question, the following aspects should be considered first: First of all, this decision is less about performance risk, as can sometimes be the case on other social media platforms, and much more about your own creative vision.
This means that while shorts can have an impact on channel performance, the negative consequences of a short video are relatively minor compared to a reel on Instagram, for example, if it does not fit one hundred percent with the associated Instagram account. Provided that no controversial views are shared.
The reason for this is sometimes that shorts can often be used for new trends, different styles are desired and therefore no stringent standardization of videos within the own channel is necessary.
If long video formats have already been published on YouTube, are still planned and the content and style of the shorts correspond to these, it may make sense to use the main channel for the shorts. However, if the short videos deviate from the existing content, it is worth considering using a second channel.
It should also be noted that viewers who have activated the notification bell will not be notified every time shorts are published. For channels that create both long and short videos, YouTube will target notifications about shorts to those viewers who are likely to be interested in them.
Generate attention & find ideas
Sampling options, which make it possible to integrate audio and video segments from other users into your own short video, give creators the opportunity to draw the attention of new viewers to their own content. This is because the source is indicated in the media library for audio tracks and the videos created for this purpose are displayed. The same applies to video content, where the source is displayed in your own video. To use this option, click on any short video and tap on the three-dot menu.
By saving audio files, for example, as inspiration and later going to this saved content, creators can not only discover new trends, but also get further inspiration from other creators and their shorts. This promotes their own creativity and the exchange with the YouTube Shorts community.
Posting frequency
The most important factors for deciding how often shorts should be created and published are
- your own interest
- your own schedule
- your own creativity
A publication frequency is always recommended. However, it should be noted that this takes into account your own availability and resources, does not respond to every trend and takes creative processes into account. This means that the focus should be on the channel's own authenticity and high-quality videos that are uploaded regularly.
Analysis
Within the app, it is also possible to view the most important analysis data of the respective short at a glance. The number of views, likes, comments and shared content is initially a good indicator of whether the shorts created are well received or perhaps even unique enough to be developed into their own format.
Viewer retention shows how long viewers watch the short video on average and what percentage of the total running time this accounts for.
The access sources illustrate which interfaces, for example directly via Shorts or YouTube search, viewers use to find their own shorts. Even though the shorts feed will probably show the most views, other traffic sources should always be taken into account.
In addition to the analysis information already mentioned within the app, there is also a daily view for views and subscribers. Further analyses can also be viewed and evaluated directly in YouTube Studio.
Shorts and advertisements
In addition to organic content, advertisements can also be placed within the marketing mix in future. At the beginning of 2022, Jerry Dischler, Vice President / General Manager Ads, announced that the new format will be continuously developed, partly in order to monetize it for creators and to be able to place different ads in the future. This means that further updates on the introduction of ads and experiments will probably not come until the end of 2022 or the following year. However, the Discovery Image ad in Shorts, for example, is already being tested.
What can already be used now, however, are video action campaigns (VAC) and app install campaigns (ACi), which are direct response advertising formats. YouTube Shorts are part of this and, if booked, ads are also automatically played on the Shorts inventory. Different aspect ratios and video lengths (10-60 sec) are supported. It has already been established that vertical or square ads, which reflect the length of the organic content, are best suited for performance and user experience.
The video action campaigns in particular offer an easy and cost-effective way to achieve more conversions , as the ads are delivered in additional locations on and off the YouTube platform. By playing out in different areas as well as with Google video partners, more potential customers can be reached with just one automated ad (increasing reach) and at the same time increasing CPA performance and efficiency .
To summarize, YouTube shorts are an easy way to increase reach, as content can be created quickly and easily or existing content can be reused. In addition, shorts in the feed can be used not only to draw attention to products or services, but also to display advertising by selecting the right ads.
We are excited to see when further ad placement options for Shorts will be added and which new features can be used soon. We are already looking forward to the new possibilities of YouTube Shorts and will be happy to test this format together with our customers and use it in the best possible way.
All articles on YouTube Shorts can be found here: