How to Create Engaging YouTube Shorts for B2B Businesses

Capitalising on the YouTube Shorts craze 

YouTube Shorts has emerged as a powerful tool for B2B businesses to reach new audiences and boost engagement, supported by compelling evidence and industry trends.  

Whilst it has use for B2C, the fact is, leveraging YouTube’s massive user base of over 2 billion monthly active users, Shorts provide B2B businesses with unprecedented reach and visibility as well. The platform’s algorithm favours Shorts content, improving discoverability and helping businesses reach target rich audiences. B2B companies like HubSpot and Salesforce are already capitalising on this trend, using Shorts for quick tips, product demonstrations, and customer success stories.  

The versatility of Shorts allows for diverse content creation, from behind-the-scenes looks to showcasing company culture, appealing to various audience segments. Moreover, with Shorts attracting over 50 billion daily views, it offers a cost-effective marketing strategy that requires less production time and resources compared to longer-form videos. This makes it an accessible tool for B2B businesses of all sizes to create compelling content that captivates viewers and drives business growth.  

By tapping into the power of YouTube Shorts, B2B companies can effectively engage with younger demographics, potentially building relationships with future decision-makers. 

How to get high engagement from your YouTube Shorts?   

Understand YouTube Shorts Specifications 

First, familiarise yourself with the technical requirements: 

• Aspect Ratio: 9:16 (vertical video format) 

• Resolution: 1080×1920 pixels (recommended) 

• Length: 15-60 seconds 

• File Size: Up to 128 GB 

• Supported Formats: MP4, MOV, AVI, etc. 

Craft a Compelling Strategy 

1. Define Your Goals: Determine what you want to achieve with Shorts, such as increasing brand awareness or driving traffic to your website. 
2. Know Your Audience: Analyse your target B2B audience’s preferences and pain points to create relevant content. 
3. Plan Your Content: Develop a content calendar that aligns with your overall marketing strategy and business objectives. 

Create Engaging Content 

1. Hook Viewers Immediately: Grab attention in the first 3 seconds with a compelling visual or statement. 
2. Provide Value: Offer quick tips, industry insights, or product demonstrations that are relevant to your B2B audience. 
3. Showcase Your Expertise: Use Shorts to position your company as a thought leader in your industry. 
4. Behind-the-Scenes Content: Give viewers a glimpse into your company culture or product development process. 
5. Customer Testimonials: Share brief success stories or testimonials from satisfied B2B clients. 
6. Product Teasers: Create anticipation for new product launches or features. 

Optimise for Engagement 

1. Use Attention-Grabbing Thumbnails: Create custom thumbnails that stand out in the Shorts feed. 
2. Incorporate Trending Audio: Leverage popular music or sounds from YouTube’s library to increase discoverability. 
3. Add Captions: Include text overlays to make your content accessible and engaging even without sound. 
4. Utilise Hashtags: Include relevant hashtags, especially #shorts, to improve discoverability. 
5. Encourage Interaction: Ask questions or prompt viewers to comment, increasing engagement. 

Analyse and Iterate 

1. Monitor Performance: Use YouTube Analytics to track views, engagement rates, and subscriber growth.  
2. Identify Trends: Analyse which types of Shorts perform best for your B2B audience. 
3. Adjust Strategy: Continuously refine your approach based on performance data and audience feedback. Adopt the saying “Learn; to modify” and do exactly that.  

Promote Your Shorts 

1. Cross-Platform Sharing: Share your Shorts on other social media platforms to increase reach. 
2. Email Marketing: Include links to your best-performing Shorts in newsletters to your B2B contacts. 
3. Website Integration: Embed relevant Shorts on your company website or blog posts. 

Don’t forget to Leverage B2B-Specific Strategies 

B2B companies can leverage YouTube Shorts to create a variety of engaging content types tailored to their audience. Educational content, such as mini-tutorials or quick tips related to their industry or products, can provide immediate value to viewers. By offering brief insights on recent developments in their sector, businesses can position themselves as thought leaders and keep their audience informed.  

Concise product demonstrations showcasing key features of B2B products or services can effectively highlight their offerings in an easily digestible format. Employee spotlights serve to humanise the brand and showcase in-house expertise, fostering a stronger connection with the audience.  

Additionally, Shorts can be an excellent tool for event promotion, generating interest in upcoming webinars, conferences, or product launches. This diverse approach to content creation allows B2B companies to maximise the potential of YouTube Shorts, engaging their audience in multiple ways while reinforcing their brand identity and expertise. 

By following these guidelines and consistently creating high-quality, engaging content tailored to your B2B audience, you can maximise the potential of YouTube Shorts to grow your business and boost engagement. Remember to stay authentic, provide value, and always keep your B2B viewers’ interests at the forefront of your content strategy.