As YouTube prepares for its annual Brandcast event, the Google-owned platform has doubled down on YouTube Shorts, sharing insights into why the platform can be so effective. Advising brands and creatives not to get caught in “the myth trap”, the platform has shared what it claims are common misconceptions about Shorts:
Myth 1: Shorts are just for Gen Z and Dance Challenges – While dance challenges and trending sounds are popular, Shorts cater to a diverse range of content, according to YouTube. “From educational snippets and quick tutorials to comedic skits and behind-the-scenes glimpses, there’s a Short for every niche and audience. Creators of all kinds are finding success with Shorts.”
Myth 2: Shorts don’t drive long-term growth – YouTube says Shorts are “a powerful tool for reaching new and diverse viewers who actively explore a wide range of topics and creators. The feed helps viewers discover new interests, making it a valuable way to introduce content to entirely new audiences”.
Myth 3: You need expensive equipment to make good shorts – The beauty of Shorts lies in its accessibility, argues YouTube. “Your smartphone is your primary tool. Basic lighting and a stable surface are often all you need to create engaging Shorts. Focus on creating compelling content, and the quality will shine through.
Myth 4: Shorts don’t monetise – YouTube says its revenue-sharing model for Shorts allows creators to earn money from ads displayed between Shorts in the Shorts feed. “While the revenue per view may differ from long-form content, views can still (generate revenue). Plus, shorts can help drive traffic to long-form content.”
Myth 5: YouTube Shorts are like any other short form platform – YouTube Shorts is the only shortform content that integrates seamlessly with the existing YouTube ecosystem, stresses YouTube. It leverages YouTube’s vast music library, editing tools, and audience base, offering a unique experience.
Myth 6: Shorts hurt your long-form content’s performance – YouTube says its goal is to connect viewers with the creators and topics they love, in the format they prefer. “Because viewers tend to engage with a broader range of content in the fast-paced Shorts feed compared to longer-form videos, we’ve built separate recommendation systems optimised for each. While these systems understand cross-format viewing, they primarily focus on serving the unique viewing patterns of each format. Consequently, we haven’t seen evidence of Shorts negatively impacting long-form performance. Shorts offers a distinct opportunity to grow your audience and connect with more different viewers on YouTube.”
Myth 7: Shorts are only effective if you use trending sounds – While trending sounds can increase discoverability, YouTube claims they’re not essential. “Original content and ideas can be just as successful. Focus on creating content that resonates with your audience, regardless of whether it uses trending audio.”
Myth 8: You can’t build a community with shorts – Shorts can foster a strong sense of community, says YouTube. “By responding to comments and engaging with viewers, you can build meaningful connections with your audience. Shorts are a great way to interact with your viewers in a fun and engaging way.”
