Five Tips for Creating Better YouTube Shorts for your Buisness or Brand

Answer the ‘Why’

The first step in creating valuable YouTube Shorts is to focus on the ‘why’ of your content. To find your ‘why,’ ask yourself, ‘which problem am I solving for my viewers?

A problem your Shorts are solving can be anything from; showing what street food looks like in far-off places across the globe. Or, in a more business sense, explaining a complicated term like the difference between a variable-rate and a fixed-rate mortgage.

Please remember that it doesn’t have to be so complicated. Your audience's problem could be a lack of entertainment, where they just want you to entertain or inspire them for 60 seconds or less; when you’ve figured out your ‘why,’ you can start crafting more meaningful YouTube Shorts. When you do this, each of your shorts will help guide interested viewers back to your channel and/or B2B brand.

Finding out the answer to this question will guide the direction of your Shorts video content while ultimately giving your audience a reason to watch and also possibly subscribe to your channel.

Add Movement, Energy, & Story

If your Shorts lack camera movement or story structure or are simply ‘low-energy,’ your viewers will quickly swipe away to the next one.

There are two ways to counteract this. Firstly, is niching-down your content so much that only the most interested people will find it. Or, secondly, you can hit the editing room.

Editing your Shorts is a great way to inject energy into your content. When editing, add the most interesting sounds and video clips to your final product. The more unique, fast-paced, and interesting your Short is, the better it will perform.

Shorts are like a never-ending fountain of content, and you’re viewers are thirsty for new things. If you want your viewer to stop and take a sip, you must make it engaging with exciting visuals, pacing, and a fascinating story.

Deliver a Payoff

Often, YouTube Shorts creators get our hopes up with eccentric video titles and hyped-up music only to have them dashed when the video ends abruptly with no payoff. These creators are trying to game the algorithm for views.

While this tactic works for increasing your viewership quickly, it’s not a sustainable Shorts strategy that will bring dedicated viewers into your channel or brand.

We tell our clients to focus on delivering a payoff in their YouTube shorts. The payoff can be anything, but most often, it delivers the video’s big idea to the viewer. Examples of ‘big ideas’ can range from the punchline of a joke, a tutorial result, or an experiment gone wrong. The ‘big idea’ can also be a recap of your long-form YouTube videos where the payoff is you explaining the main points from it and calling on them to watch it for themselves.

Remember, shorts should get to the point, be shareable and deliver a payoff. The more you can replicate this idea, the further your Short’s reach will become, attracting more viewers to your content and larger brand.

Be Authentic

If you’re creating YouTube shorts for your business's YouTube channel, you’ll be tempted to create Shorts like they were advertisements. Although a great idea, in theory, the viewers will see through this marketing attempt immediately. They also won’t be afraid to speak their minds in your comments.

Instead of directly promoting your business on camera with YouTube shorts, we insist on creating a Short highlighting a key concept or recent research your company helped uncover.

If you deliver the content on-camera, we recommend you relax and not be afraid to let your personality shine. At the end of the day, people prefer to do business with people they trust. And, if you're ‘acting’ or just using shorts to promote your business, they’ll see you as just another salesperson attempting to sell them on something.

Always Add a Call to Action.

Let’s say you run a YouTube channel on fishkeeping. You’ve made a YouTube Short showing all your bloopers in a montage-style video. It’s called: ‘The Perils of Fish Keeping. Now, naturally, because you’re using humor and your personality in this video, the viewers loved it. But to capitalize on this new attention, you need a CTA (Call to Action).

A Call to Action is a marketing term used to explain the action you’d like your prospects to take after seeing your marketing materials.

You should have a CTA because you want to capitalize on the attention your content has attracted. To do this, you want to leave your video viewers with an ask at the end of your Shorts. In this case, it’s at the end of your fish-keeping blueprint montage.

A great CTA for this would be gently asking viewers to check out your video on tank cleaning. The CTA doesn’t have to be complex, either. A simple; ‘for more fish-keeping tips, check out our main channel here.’ Then you’d have the complete package for a YouTube Short to act as a magnet to bring more subscribers and interested viewers into your channel.

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