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Marta Peral Ribeiro

Marta Peral Ribeiro
– Communication Consultant –

A guide to the new functionality of short-term  products generated by users

In September last year Google launched a new feature on Youtube, called Shorts. Already known for its similarities to TikTok or Reels, this novelty is not yet available in our country, but it is worth preparing for when it does arrive.

Marta Peral Ribeiro
– Communication Consultant –

A guide to the new functionality of short-term  products generated by users

In September last year Google launched a new feature on Youtube, called Shorts. Already known for its similarities to TikTok or Reels, this novelty is not yet available in our country, but it is worth preparing for when it does arrive.

What are shorts?

Shorts, as the name suggests, are short contents – which, in the case of Youtube, we easily assume are videos – and can be produced, edited and published by anyone  from the smartphone. Moreover, this feature is designed precisely for mobile devices.

telemovel

Features:

  • Duration: up to 60  seconds  (but  ideally up to 15)
  • Image orientation: vertical
  • Image type: video
  • Sound: with or without
  • Location: In a specific section of the homepage

Note that Shorts are not Stories, which also appear on the main page of the Mobile App.  Shorts appear with this icon:icone do youtube shorts

Who can create Shorts?

Any user, regardless of whether or not they are a true creator or artist. You only have to create a Youtube channel to produce these short videos.

However, most of us still have to wait to publish  shorts, because this feature has not yet arrived  in Portugal. For now, it is only available in India and recently in the United States. And for both, in beta.

View Shorts

Despite not being able to  create Shorts, some users are already watching this section, which appears horizontally on the homepage, on a sort of running video shelf:

Screenshot Shorts

After viewing the first video you can swipe vertically to discover others. The content displayed will be based, as expected, on the user’s interests.

However, you can also indicate when a particular type of content doesn’t interest you. To do this, simply press the 3 vertical dots in the upper right corner of this  video:

Screenshot Shorts

How do You create a video on Shorts?

The operation of the Shorts is quite simple and very similar to TikTok and Reels.

Clicking on the “+” or camera (iOS) icon and selecting “video”, “Create a Short” appears and the camera turns on immediately:

Botão youtube-shorts-videos

In order for the creator to shoot in hands free mode, the feature has a timer, with a countdown of 15 seconds.

It also has a speed control to increase creative possibilities.

And of course, since Youtube is an authentic music library, the video creator can add  songs to shorts for free.

Is it possible to create a Short while the feature is not available?

Directly no, but manually yes. That is,  it is possible to create a video with the same characteristics  (maximum 60 seconds, vertical format), filmed from a  smartphone,  tablet  or PC, and publish it.

Although not required, it is recommended that you add the hashtag #shorts in the title or description of the video, to enhance its display in  the Shorts section.

It is Youtube itself that encourages users to use this alternative while the tool is not operational in our country.

As is expected, this ‘manual’ option does not allow you to access the same editing tools described above for a short itself.

How do I know if the video has been classified as a Short?

1. It is necessary to access the Youtube Studio channel and go to the Settings Configurations:

Página youtube shorts

2. In the “Personalization” sub-menu, add the short videos section to the channel:

Página youtube shorts

If the video has enough visibility, it can  be displayed in the Shorts section of the initial page  – and this is the goal when you  want to be ‘seen’, of course.

3. When the visitor slides a video up (swipe up) on the main page, one of two actions take place to allow you to check whether the video has been categorized as a Short:

  • If you have access to the comments box below and suggested videos, it is a “normal” video.
  • If the comments box does not appear automatically suggesting another short, then it is being viewed as Short.

Shorts Analytics

You can analyze the performance of short videos by accessing the  reports and metrics available on the same page (Youtube Studio).

In the menu on the left, when accessing  “Statistics”,  a graph appears. Then by clicking on the “See more” button that  appears below the chart you can monitor traffic and filter by the view source – in this case, the source will be “Shorts”.

Youtube shorts analytics

Although data analysis allows you to verify the effectiveness of this feature, it is  still  incomplete.

For now,  you can check the number of views, total view time, and average view duration per post. But  you  still  can’t  analyze impressions or CTRs, metrics relevant to measuring a post’s performance.

We must remember that Youtube Shorts is still in  its beta version, so updates are constantly appearing.

What opportunities do Shorts offer to brands?

A few months after its release in India, there was an exponential increase in users using this new feature.

According to Neal Mohan, Chief Product Officer of Youtube, shorts  videos  reach about 3.5 billion views per day worldwide.

In fact, we can check the  amount  of videos and channels that already use #shorts, searching for this term in the Youtube search bar:

Resultados para shorts

Soon these numbers will be exponentially higher, given that the  functionality has been recently made available in America.

Given the visibility it provides– 100 billion views per month, and still only in beta – this tool represents a good opportunity for companies to  gain a new  audience and boost their conversion rate.   Because by accessing Shorts, visitors can discover the brand and deepen their knowledge through their channel.

If Youtube is one of the brand’s communication channels, or at least a possibility, it is worth the marketing and communication teams anticipate the moment when the feature is integrated nationally. Because competitiveness, then, will be much higher.

Maybe they’re already creating short videos for other networks, like Instagram. If not, it is pertinent  to  start producing these short videos, whose goal are  to  capture people’s attention in brief  seconds. That is, in a short time you can get more views and followers than over months.

We are undoubtedly facing a new generation of videos,   so  taking content marketing to the next level through short and dynamic videos  is undoubtedly  an asset for brands. And to have time to incorporate this functionality is to gain advantage over the competition.