YouTube Shorts provide opportunities for brands and businesses to reach a large audience. Shorts receive 50 billion daily views and are shown to non-subscribers. Brands can create short video campaigns with challenges, tutorials, or advertising to engage new customers. While Shorts are best for casual, entertaining content, businesses can explain products, services or answer questions. Creators may earn revenue from Super Thanks, ads or YouTube Premium subscriptions based on their share of total Shorts views.

1. MASTER
CLASS
Shelly Nathan
YOUTUBE STRATEGIST AND OWNER CONTENT MINIS
SHELLY SAVES THE DAY LLC
Why EVERY Brand and
Business Should be
Using YouTube Shorts
SEATTLE, WA ~ MAY 11 - 12, 2023
DIGIMARCONPACIFICNORTHWEST.COM | #DigiMarConPacificNorthwest

2. Stop Ignoring YouTube Shorts!!

3. What are YouTube Shorts?
• Vertical Video (square is technically also allowed)
• Up to 60 seconds in length
• Optional best practice is to include #shorts in title or
description
• Launched September 2020
• Now displayed in a separate tab on your channel home page

8. What Should I know about Shorts?
• YouTube Shorts receives 50 Billion views daily
• 2 Billion+ people use YouTube every month
• More than 70% of YouTube watch time is through mobile
• YouTube Shorts are shown to people who are not
subscribed to you

9. Where can I view YouTube Shorts?

10. What Should I know about Shorts?
• YouTube had a $100 million YouTube Shorts creator’s
fund
• YouTube Shorts can be used to gain long-form
subscribers
• More than 70% of YouTube Shorts are longer than 15
seconds
• Music library includes popular songs that would normally
get you a copyright claim or strike

11. • Easy entry point into content creation
• Copyright music is allowed without paying licensing fees
• Trends for sounds and hashtags are easy content prompts
• Challenges for #launches have been huge for some brands
(like E.L.F)
Why Shorts are good for Business

12. Why Shorts are good for Business

13. • Shorts content might already be similar to content you
make for other platforms (like IG stories)
• Shorts can still have repeated placement in the shorts shelf
and is not hindered by recency as much as other platforms
• Monetization options for those in YPP currently through
Super Thanks and ads
Why Shorts are good for Business

14. • UGC can be repurposed as content or ads
for a brands
• Vertical videos might showcase a product in
a better way
• UGC can be repurposed as content or ads
for a brand and perform at higher rates than
branded content
Why Shorts are good for Business

15. • Marketing $$ goes farther campaigns with the same buget
and video in horizontal and portrait mode and CPC is less
with vertical
• Easy to repurpose videos for other platforms
• FREE Advertising for your business
Why Shorts are good for Business

16. Why Shorts are good for Business

17. • Free cloud storage of videos
• Free to create a database of FAQs to reduce customer
churn and increase customer education/satisfaction
• Free ability to remix a larger creator or your own content
• Vertical videos can easily be shot on equipment that people
know how to use (smartphones)
Why Shorts are good for Business

18. Why Shorts are good for Business
• Remix
feature
means
you can
react to
large
channels
• Your
remix
could
appear
on the
shelf
below a
popular
video

19. • Chipotle was the
fi
rst major restaurant chain to have a
TikTok account and partnered with David Dobrik for a
campaign
• They received over 111,000 video submissions to their
challenge
Examples of short video campaigns

20. • LEGO leveraged shorts by creating stop-motion animated
shorts that showcased their new product releases,
captivating viewers and generating excitement around their
brand.
• Nike created a series of energetic shorts showcasing quick
workout routines, capturing the attention of
fi
tness
enthusiasts and driving traf
fi
c to their website.
Examples of short video campaigns

21. • Kind Nutrition bars launched a challenge and within 24
hours had 18 Million views. The prize was one year’s worth
of bars and a trip to New York for the winner.
Examples of short video campaigns

22. • E.L.F had fastest-ever
campaign to reach one
BILLION views
• They created an original
music track which became
so popular that it garnered
20M+ streams
Examples of short video campaigns

23. Sam Smith, teased out his single, did not interact in the same
way (marketing vs collaboration) and people were tired of the
song and trend when the song of
fi
cially came out
Meghan Trainor hired TikTok choreographers to create an
easy to follow dance which went viral and she released the
song shortly thereafter riding the wave of popularity
Sam Smith vs Meghan Trainor

24. Repeating this success formula, for her next single, Meghan
partnered with YouTube and the YouTube Shorts Community
to create a wave of viral content on purpose with the same
choreographers
Jason Derulo is currently doing a song exclusive short
challenge within the YouTube Shorts Community this month
Sam Smith vs Meghan Trainor

25. Meghan Trainor Challenge

26. Can I make money with Shorts?
? ? ? ? ?

27. Can I make money with Shorts?

30. How do I make money with Shorts?
• You must comply with advertiser guidelines
• Super Thanks availability rolling out
• BrandConnect returns as a new monetization option
• Using music no longer disqualifies you from earning revenue!

31. How do I make money with Shorts?

32. How do I make money with Shorts?

33. How Ad Rev Sharing works for Shorts
There are four steps to how Shorts ad revenue sharing works:
Pool Shorts Feed ad revenue. Each month, revenue from ads running
between videos in the Shorts Feed gets added together and used to both
reward creators and help cover costs of music licensing.

34. How Ad Rev Sharing works for Shorts
Calculate the Creator Pool. Shorts Feed ad revenue is then allocated into
the Creator Pool based on views and music usage across Shorts uploaded by
monetizing creators.
•If a monetizing creator uploads a Short without any music, all of the
revenue associated with its views goes into the Creator Pool.
•If a monetizing creator uploads a Short with music in it, then YouTube will
split the revenue associated with its views between the Creator Pool and
music partners based on the number of tracks used.

35. How Ad Rev Sharing works for Shorts
Allocate the Creator Pool. From the overall amount in the Creator Pool,
revenue is distributed to monetizing creators based on their share of total
views from monetizing creators’ Shorts in each country. For example, if a
creator gets 5% of all eligible Shorts views uploaded by monetizing creators,
they’ll be allocated 5% of the revenue in the Creator Pool.
Apply revenue share. Monetizing creators will keep 45% of their allocated
revenue, regardless if music was used or not.

36. How Ad Rev Sharing works for Shorts
What’s not included in the Creator Pool:
•Revenue associated with views of Shorts uploaded by creators who haven’t
yet accepted the Shorts Monetization Module, or aren’t yet eligible to
monetize their Shorts. This revenue will be used to cover the costs of music
licensing and/or be retained by YouTube.
•Revenue associated with views of Shorts uploaded by music partners.
•Revenue associated with views of Shorts that are determined to be ineligible.
•Revenue associated with any ads shown upon opening the Shorts Feed
before a Short is viewed (e.g. the YouTube Shorts Masthead).
•Revenue associated with any ads shown on navigational pages within the
Shorts player.

37. How do I make money with Shorts?

38. • For the purposes of calculating payments, YouTube won’t
count views of Shorts where views are ineligible.
• Non-original Shorts, such as unedited clips from others'
movies or TV shows, re-uploading other creators' content from
YouTube or other platform, or compilations with no original
content added
Why you might not get paid

39. • Arti
fi
cial or fake views of Shorts, such as from automated click
or scroll bots
• Views of Shorts that are inconsistent with our advertiser-
friendly content guidelines
• Visible watermarks from other platforms
Why you might not get paid

40. Why Shorts are good for Business

41. Getting Started Guide

42. You can make shorts out of your own existing long form
content. 60 seconds on iOS devices, up to 15 seconds on
Android.
Interesting things to note about Shorts

43. Step 1. In YouTube App
hit + icon on the bottom
middle of page
Step 2. Select Create a
Short
Step 3. If you want more
than 15 seconds, which is
the default, hit the 15
second round icon and it
will switch to 60 seconds
Creating YouTube Shorts

44. Step 4. You can record by hitting
the red button (where my pinky
is) or, you can add video
fi
les
from the camera roll by
selecting Add (where my index
fi
nger is)
Step 5. Keep an eye on the bar
on top to see how much you
have recorded and how much
time you have left
Creating YouTube Shorts

45. Step 6. You can add music by
selecting Add sound
Step 7. Select a song from
within the shorts library or hit the
saved section for songs you
have previously saved
Creating YouTube Shorts

46. Step 8. Add music, text,
VoiceOver, or apply
fi
lter
Step 9. Save as a draft to
fi
nish later or hit upload
Creating YouTube Shorts

47. Interesting things to note about Shorts
You can now select a thumbnail from the video slider upon uploading!

48. Interesting things to note about Shorts
iOS users can respond to comments with a YouTube short

49. •How use of third-party content affects the Creator Pool. When the
amount of the Creator Pool is calculated, only music content made
available by YouTube's music industry partners will be credited as
making a contribution to a Short. This means that only when music
content is used in a Short will it reduce the amount of views and
associated revenue allocated to the Creator Pool.
No other category of third-party content will be credited as making a
contribution to a Short at this time, even when a Content ID monetize
policy is set on that content. However, we are in the early stages of
developing our monetization model for other categories of content.
Third-Party Content in Shorts

50. How use of third-party content affects allocations from the
Creator Pool. When paying monetizing creators their share
from the Creator Pool, each monetizing creator will be
allocated 100% of the total number of views on their Shorts,
regardless of whether any music is used in the Short. As a
result, using music in a Short won't affect a creator’s
allocation from the Creator Pool or their revenue share rate.
Third-Party Content in Shorts

51. YouTube Premium is a paid subscription option which
enables users to enjoy ad-free content, background playback,
downloads, and premium access to the YouTube Music app.
This offering also applies to views on Shorts.
YouTube will pay 45% of the net revenue from YouTube
Premium that is allocated to monetizing creators for Shorts. A
portion of YouTube Premium revenues are allocated to help
cover costs of music licensing. Payments to each creator are
based on their share of subscription Shorts views within each
country.
YouTube Premium subscription revenue

52. You can have higher than 100% view durations (looping)
CTR doesn’t mean much because most views are in the
shorts shelf where they are not served a thumbnail at all
It’s a place where YouTube says “Thumbnails don’t really
matter”
If you remix/sample from music videos, your short can appear
in the description/see more of that video
Interesting things to note about Shorts

53. You can allow people to sample your content under the
advanced options of your video on desktop version of
YouTube Studio
If you disable or delete a video which previously had
sampling applied, video remixes are deleted, audio remixes
are muted, set to unlisted and scheduled for deletion in 30
days
Interesting things to note about Shorts

54. You may want NOT to notify subscribers of new uploads to
preserve the 3 maximum noti
fi
cations in 24 hour period. This
can be turned off on desktop only
There are less options on videos uploaded through shorts
camera
fl
ow vs desktop. (Tags, sampling, description box,
etc.)
YouTube has a blog speci
fi
cally about YouTube shorts and
updates. Want in on it? YouTube Shorts Blog
Interesting things to note about Shorts

55. Tips for YouTube Shorts
• Have fun, experiment, keep posting
• Pay attention to the first 3 seconds (less than the attention span of
a gold fish)
• Pay attention to captions (many viewers do not listen with sound
on)
• “Soft Pranks” vs Hard Pranks
• Create a series that is your signature (carpool karaoke)
• Repurpose your existing older content!

56. Connect with me!
YouTube | TikTok
ShellySavesTheDay
Twitter
ShellySavesThe
Website
shellysavestheday.com
contentminis.com