3. Introduction
oYouTube shorts are making it
possible for anyone to connect
with a new audience with
nothing other than a
smartphone and shorts camera
in the YouTube app. It is an
easy way to create short-form
videos that are up to 60
seconds long with a multi-
segment camera. With an
increasing number of views per
day year after year, this has
become an exploding
opportunity for marketers to take
advantage of. YouTube Shorts 3
5. Key Findings
YouTube Shorts 5
These shorts can be up to 60 seconds or several 15
second videos combined. It makes them easily shared
and consumed on mobile devices. This is the key to social
media marketing. On average, people spend 3 hours and
15 minutes on their phone each day, check their phones
58 times per day, and 1 out of 5 smartphone users
spends 4.5 hours on average on their phones every day
(Howarth, 2023).
6. JANET BENSON AMARHAVWIE
"When it comes to social media
marketing, you don’t have to post 3
times a day. It’s never about how often
you post but the quality of your content."
YouTube Shorts 6
7. Why YouTube Shorts?
YouTube Shorts 7
YouTube shorts have generated an average of 50 billion
views per day which is up from 30 billion in 2022. You can
expand your reach with a massive built-in audience.
YouTube is the second largest social media platform just
behind Facebook and is investing $100 million in original
creator content. The large audience that YouTube offers
sets it apart from platforms such as TikTok which would
really struggle to reach an older audience. (Wiley, 2023)
8. What can you do?
YouTube Shorts 8
Engaging audiences in creative ways using short videos.
Some popular trends include:
oReviews and recommendations
oHow to’s and tutorials
oUnboxing videos
oTry on’s
oCooking related short videos
oSports highlights
And many more, as these are just scratching the surface of
possibilities!
9. Original content creators
YouTube Shorts 9
YouTube invested $100 million for creators to make
original shorts for the community to enjoy. They would be
allowing creators to keep 45% of revenue generated from
views, and testing affiliate program capabilities for shorts.
Brands can use these powerful influencers for marketing
and getting their name out there. (Wiley, 2023)
10. Meet the Expert
MEGHAN GUFFEY
Marketing Manager
YouTube Shorts 10
Meghan is the digital marketing manager at
Integrated Web Works. She creates content and
develops ways for clients to help reach their
target audience through social media. Within
this she also helps elevate clients marketing
campaigns and brand awareness.
She graduated from Winona State University
with a Bachelor’s in Public Relations. Her
Passion is communication and people. She
loves to be creative whatever task she is given.
In her free time, she enjoys spending time with
her friends, trying new restaurants and going to
the beach.
11. Interview Questions
Question #1 What do you feel makes YouTube shorts so successful?
Question #2 Do you believe there is any limitations/disadvantages/issues involving the
increasing popularity of YouTube shorts?
Question #3 What advantages over TikTok do you see in YouTube shorts?
Question #4 How would you compare the audience of YouTube shorts vs. other platforms?
Question #5 Do you believe in using a management tool such as Hootsuite, or managing
each platform individually and keeping them separate?
YouTube Shorts 11
12. The Interview
Q. #1
“The many reasons that they are
successful are the same reasons to why
other short video platforms are
successful. They are a lot like Reels
and TikTok videos which have been
very successful. People do not have the
attention span for anything longer, they
want their videos easily consumable on
the go. It also provides organic traffic”
Q. #2
Meghan was hesitant to come up with any
issues or limitations that could arise from this
growing trend. She did say there was a
possibility of these shorts taking way from the
vloggers that post longer videos, but she wasn’t
sure if they would be affected.
Q. #3
The advantage that YouTube Shorts has
over TikTok is its long-standing reputation.
YouTube has been around much longer
and will bring a broader audience. That
being said, Meghan stated that TikTok still
has the edge over YouTube.
13. The Interview
Q. #4
The primary difference in audiences
between the different platforms was
gender. This seemed to be the difference
she was most interested in when
developing a marketing strategy. Meghan
claimed that YouTube users were
predominantly male, Facebook is mostly
female, and Instagram and TikTok are
split down the middle.
Q. #5
Meghan and her team use many tools including
Google analytics. She said they are great for traffic
sources and behaviors. “Managing them all
individually would be counterproductive and a
waste of time.” This does not mean the data
across all platforms should be blended together.
They platforms still need individual attention, but
one management tool can gather all the data
needed into one place.
14. Conclusion
As one of the longest-running
and most successful social
platforms, YouTube shorts will
likely continue to grow until it
passes TikTok on short videos,
and possibly Facebook on the
amount of time people spend on
the app. The readily consumable
short videos that stream from
your smartphone almost
anywhere in the world are likely
the future for marketing. The
large appeal and wider audience
sets YouTube shorts apart from
its peers and should be a
consideration for any marketing
strategy.
YouTube Shorts 14
15. References
YouTube Shorts 15
Howarth, J. (2023, January 9). Time spent using smartphones (2023 statistics). Exploding Topics.
https://explodingtopics.com/blog/smartphone-usage-stats
Wiley, D. (2023, January 3). Council post: Here’s why YouTube shorts may be a brand’s best friend
in 2023. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2023/01/02/heres-why-youtube-
shorts-may-be-a-brands-best-friend-in-2023/?sh=195167e666b9
Fiverr team. (2022, April 8). Why use YouTube shorts for marketing?: Fiverr Blog. RSS.
https://blog.fiverr.com/post/why-use-youtube-shorts-for-marketing
Beveridge, C. (2023, August 1). How to make YouTube shorts: Everything you need to know.
Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/youtube-
shorts/
