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The Power of YouTube Shorts: What’s Working in 2024

Published: January 2, 2024

Decoding the Ideal Duration for YouTube Shorts

Recent research by Nate, a leading content creator, sheds light on the optimal video length for YouTube Shorts. His analysis, constructed from an impressive 35 billion views, shows that 13 and 60 seconds are the sweet spots for maximum engagement. This goes against the grain of the assumed ideal of 15 seconds and offers a new strategic approach for creators looking to capture their audience’s attention.

Growth Trends: Views and Content Creation

One might question if YouTube Shorts are becoming too common, yet Nate’s data tells a story of opportunity, with an upwards trajectory in viewership and content production. Specifically, creators who consistently produce over 200 Shorts are more likely to see their efforts rewarded with higher average success rates.

What Works Best: Top Performing Categories in YouTube Shorts

Through thorough investigation, Nate has identified key content categories that resonate the most within the YouTube Shorts universe:

  1. Original Showcase: Creative compilations showcasing unique talents, challenges, and personal experiences that start with an engaging introduction.
  2. Secondary Showcase: Entertaining selections of externally sourced footage presented in an original manner.
  3. Short Story: Narratives offering captivating stories within a brief format that keep viewers hooked from start to finish.

The study further indicates that content creators who experiment with Skits, Unique Events/Challenges, Making Of videos, Response/Refuting pieces, and Sensory Experiences (such as ASMR) are also likely to captivate audiences in the Shorts format.

Content creators can draw from this rich diversity of categories to design Short videos that align with their unique brand and audience preferences, utilizing various storytelling techniques to engage viewers effectively.

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