In the winter of 2020/21 and spring of 2021 YouTube made a very strong push to get content creators to use YouTube. They created a YouTube Shorts fund comprised of $100M to go out to creators. The range was from a minimum of $100 to a maximum of $10,000. Early in the fund payout, spring 2021, most creators were very confused as to where the money was going. You can find almost no one that got a check over $100 from the YouTube Shorts fund. It made us wonder if they simply gave thousands and thousands of creators $100 a month just in hopes of getting them to post to YouTube Shorts. Well, it work. Now, according to the video giant, YouTube Shorts now has more than 1.5 billion monthly logged-in users.
Knowing that Google is actively putting money towards this TikTok competitor, business owners can be somewhat confident this won’t be another Google+ or Google Wave. That said, is it worth it for dentist and orthodontist content creators to post their short videos to YouTube Shorts? The answer is yes, but with a catch.
What YouTube, Instagram and TikTok have figured out is how to mute a piece of video content if it has been posted elsewhere. With AI and crawler technology it is not hard for TikTok to know if a video was posted to Instagram Reels. It is very easy for YouTube Shorts to know there is a TikTok symbol on the video. If you are a popular dentist or orthodontist on social media, you would be advised to do three (3) or four (4) short videos that are very similar but different files on an iPhone. This will go a very long way to getting on the algorithm that shows users in the YouTube Shorts feed.
We have personally worked with a number of sports accounts and have accumulated over 25 million views with YouTube shorts. Some of the shorts have received over 750,000 views. The great thing about YouTube shorts is the algorithm will often bring up old videos from months ago. This is something that never happened on other social sharing networks. Once a post died, it was dead. On YouTube Shorts, a dentist or orthodontist is likely going to create evergreen content in which the subject matter will always be relevant. This means the video could come up again in the shorts feed every few months and get thousands or more views.
The only major concern with starting a YouTube Shorts Channel in the fall of 2022 is the competition. There are hundreds of content creators in every niche and vertical that were using YouTube Shorts from the beginning back in the winter of 2020. They have posted hundreds of shorts and have likely received millions of views. This does not mean your dentist’s office or orthodontics practice should not post to all the video short platforms. It will likely be the case that one will far outpace the others, but you can’t miss out on potential exposure by not posting to YouTube Shorts, TikTok and Instagram Reels.