Effectively leveraging YouTube Shorts in your marketing funnel

From TikTok vids to IG Reels, short-form videos are all over digital platforms. It’s gotten so popular even YouTube has entered the fray with YouTube Shorts.

Since their introduction in 2020, YouTube Shorts have grown in popularity. They’ve had over 70 billion daily views since then, according to YouTube’s internal data. 

And while most may still associate them with mobile devices, Shorts are also gaining an audience on big screens. Shorts global viewership on TV screens increased over 100% in 2023. It’s little surprise that you can now see Shorts ads there as well.

These ads can be surprisingly effective too. A Google-commissioned study by MediaScience found that heavy users viewed them longer, liked them better, and found them more personally relevant than ads on competing platforms like TikTok.

The question now is this: How can you leverage YouTube Shorts advertising and tap this growing audience for your business? 

What are YouTube Shorts?

YouTube Shorts are short-form videos on Youtube that have a vertical orientation and are no longer than 3 minutes. 

Shorts actually used to be capped to a mere 30 seconds. This later increased to 60 seconds and then to the current limit. 

Shorts also use a 9:16 aspect ratio instead of the traditional YouTube video’s 16:9. This is because Shorts are chiefly optimised for viewing on devices like smartphones.

The key difference between them and traditional (long-form) YouTube videos is that they’re meant to be quick and catchy. They grab attention from the get-go and break down content into something easily digestible.

This is all the more important now that attention spans have dropped to a mere eight seconds. Believe it or not, that’s one second shorter than a goldfish’s attention span.

Adding YouTube Shorts to your marketing funnel

The way you incorporate YouTube Shorts into your marketing depends on your aims. Video content marketing strategies change based on goals and funnel position.

Shorts in TOF or top-of-the-funnel marketing

This is the stage where your aims are usually awareness and engagement. To use Shorts for this, focus on introducing your brand to new audiences. 

Leverage the fun, shareable, potentially viral nature of these videos. Work off popular trends and audio clips, or even memes. And don’t forget to use authentic storytelling to feel genuine!

Shorts in MOF or middle-of-the-funnel marketing

At this stage, your audience is now warm. They know who you are and what your brand does. Use Shorts to build credibility further, perhaps through UGC, testimonials, behind-the-scenes vids, or even quick how-to clips.

It’s a great way to nudge them further into an actual sale. Use retargeting for people who’ve already liked or interacted with your website or videos. 

This can keep them engaged and interested, and keep your product or service top-of-mind.

Shorts in BOF or bottom-of-the-funnel marketing

At the bottom of the funnel, your audience is past consideration and now in the decision phase. Should they buy or not?

Use Shorts here by integrating them with Google Merchant Centre. It offers a seamless experience for online shopping, where a viewer can see a product in a Short ad and buy it. Less steps to get a sale means a better conversion pathway!

You can also use Shorts to feature product demos or testimonials with clear calls to action. Even unboxing videos can help nudge people into making the purchase!

Why YouTube Shorts ads are arguably best for TOF

While we think YouTube Shorts and ads have a place in every part of the marketing funnel, we also think they’re strongest for TOF. Specifically, they’re ideal for building awareness.

Here’s why we recommend you add them to your TOF YouTube marketing strategies:

Quick and catchy intros	This makes discovering your brand painless and fast.
Blend with organic content	Shorts ads can be designed to feel like they’re part of a viewer’s organic feed, so they feel less obtrusive.
More viral potential	The low time commitment required to consume them makes them easier to share with others.
Casual and fun	Shorts tend to work even when they have low production value, which makes them low-investment options.
Organic preference	Since these are skippable, you’re required to be authentic and compelling from the start, which means less work can go into polishing them.

Best practices for YouTube Shorts ads and marketing

There are certain things you can do to try and make the most of Shorts. Here are our tips:

Focus on mobile-first content	Because Shorts are primarily viewed on mobile, optimise for small screens, e.g. check the font size before publishing the ad or video.
Keep content short and fun	As we said earlier, going casual and authentic is better. People want genuine entertainment from shorts, so try more captured-in-action or UGC content.
Check out the trends first	You can often piggyback on the latest trend or dance track people are putting in their memes if you’re fast. Don’t forget to consider popular editing or visual effects too.
Test and optimise	Shorts are just like every other marketing tool – you need to test and tweak them. Try different formats, messaging, and targeting options to see what resonates most with your desired audience and gets you real results.

Get started with YouTube Shorts for your brand

YouTube Shorts offer a powerful way to engage with audiences at every stage of your marketing funnel. With the increasing emphasis on quickly digestible content, you can use them to reach audiences in ways longer-form content can’t.

If you need help getting started with them, let us guide you. We can help you use YouTube Shorts ads to bolster your marketing and bottom line. We can also review your overall marketing strategy to see where they fit best. 

You can also take a look at our piece on adding regular YouTube ads to your funnel if you want to further strengthen your YouTube presence. Otherwise, contact us for a no-obligation chat about what your brand needs now!