5 actionable insights from YouTube’s long list of Shorts best practices

First, some data:

- Shorts average over 70 billion daily views on YouTube 

- Viewers of Shorts grew by over 25 percent year over year 

- In the first quarter of 2024, YouTube Shorts (5.91%) had a higher engagement rate than TikTok (5.75%)

It’s no secret YouTube is investing heavily in Shorts. This year alone the platform has announced updates to its design, rolled out new tools to make it easier for creators to make shorter videos, and now they’re sharing plenty of tips (23 to be exact) for users to turn their long-form content into engaging short-form content. 

While many of the tips would fall in the “well, duh, that should be general knowledge for social managers,” there were a few hidden gems snuck in there. Here are the biggest and most actionable insights from the list:

• Highlight the Hook: Every long-form video has those captivating moments that grab attention. Revisit your content and pinpoint those "wow" factors.

• Add Captions and Text Overlays: Shorts are often watched without sound, so captions are essential. Use text overlays to highlight key points or add context.

• Create Standalone Content: While Shorts can promote your long-form videos, they should also be enjoyable on their own.

• Engage with Your Audience: Respond to comments and interact with your viewers.

• Cross-Promote Your Content: Use end screens and cards in your long-form videos to promote your Shorts, and vice versa.

ICYMI 

• Instagram launched its ‘Blend’ option for Reels, which “lets you and your friends create a unique feed of Instagram Reels based on content suggested for each participant.”
• TikTok announced Footnotes, its own version of Community Notes: Footnotes will draw on the collective knowledge of the TikTok community by allowing people to add relevant information to content on our platform. 
• Instagram is experimenting with a new way to filter reels: by latest and by most viewed. 
• According to TechCrunch, Bluesky could soon introduce blue check verification to its platform. 

LIKE/RETWEET/SHARE/ETC

Straight-to-consumer millennial core. Go ahead and say that in your head a couple of times. Now try saying it out loud. It rolls off the tongue surprisingly well, no? This story starts with Kelsey, @conornoburst, who posted a TikTok on Monday. In her video she told a story about an interaction she had while waitressing a table of 20-something’s. She complimented some sunglasses that were lying on the table, and someone replied “Yeah, Warby Parker is so straight-to-consumer millennial core.” Instantly iconic. And here’s how Warby Parker responded: 

• The original video currently sits at 2 million views, but Warby Parker got wind of this video before it blew up. I came across it when it was at 40ishK views, but one comment reads “me, a millennial, seeing this at 11.2k likes and Warby Parker has already changed their bio.

• Oh yeah, that’s right. Warby Parker quickly commented “changing our bio.” And they did. Simple as that.

• This went from a great example of social listening to an excellent one. It’s one thing to leave a comment on a creator’s post but it’s a whole other level to make your own content out of a moment. 
• As a standalone line, it really does make a great bio. But for those who know the origin, they see WP’s bio and now they feel like they’re in on the joke. It’s the best and most effective way to strengthen a connection with your existing community and with new followers. 
• Warby Parker has leaned hard into the line even making a follow-up post about it on TikTok, once again taking a nod from a follower to do so. And the comments are loving it.

• Their ability to laugh at themselves and take a joke has resulted in new followers and we can only assume, new business as well. 

Make it work for you: if you can’t beat em, join em. If TikTok/any other social platform is going to be talking about your brand, don’t just join the conversation, own it.

Post of the week:

What's even the point?

(via x/@natlparkservice)

Make It Go Viral 🫠 is a social media newsletter from Pennant Digital Director of Social Media Anna Fogel that hits your inbox three times a week. The Monday edition includes news, industry updates, and a breakdown of accounts doing social right. The Wednesday send features interviews with the best and brightest minds working in social media. And we close each week with a curated list of interesting social media job openings.

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