How to Use YouTube Shorts to Promote Your Business

  • Category:
    • Video marketing
  • Published:July 6th
Share

Your phone buzzes. Another notification from YouTube suggesting you watch “Epic fail compilation #47” or “Cat does something mildly amusing for 23 seconds.”

You swipe it away and get back to work. Meanwhile, that random plumber from Birmingham just got three new clients this week from a 45-second video showing how to fix a leaky tap.

No professional lighting. No script. All he did was film advice in someone’s kitchen. Whilst most businesses are still debating whether video marketing is “worth the investment,” others are quietly building entire customer bases through YouTube Shorts, sometimes with minimal equipment and setup.

The businesses doing well with YouTube Shorts aren’t necessarily the ones investing heavily in equipment. They’ve figured out something simple that everyone else is missing.

In this guide, we’re going to flip the script entirely. You’ll discover:

We’re about to show you how to make YouTube Shorts that actually bring in customers, instead of just collecting likes that don’t pay the bills.

Time to get started.

 

 

YouTube Shorts are those vertical videos up to 60 seconds that show up in their own feed. Basically TikTok on YouTube.

Most businesses mess this up by taking their regular YouTube approach and shrinking it down. Same corporate voice, same branded look, same polished feel. It’s like showing up to a casual barbecue in a business suit.

YouTube launched Shorts back in 2020 to compete with TikTok. Now it gets over 70 billion views every day worldwide. In the UK, millions of people scroll through these videos when they’re killing time, waiting for the bus, having a coffee break, or just procrastinating.

This matters for your YouTube Shorts marketing. People aren’t browsing Shorts to research your services or compare prices. They want quick entertainment, useful tips, or something interesting while they have a few minutes to spare.
Your content has to fit into their mindset, not work against it.

 

YouTube Shorts vs traditional video marketing

Traditional business videos explain what you do, showcase your expertise, and build brand awareness. They’re usually 2–10 minutes long, carefully scripted, and designed to educate potential customers about your services.
YouTube Shorts work completely differently.

You get about three seconds to grab someone’s attention before they swipe away. People are casually browsing, not actively researching anything specific. The content that works best feels informal and conversational rather than promotional.

Engagement and completion rates matter way more than view counts. The businesses doing well on YouTube Shorts understand this. They’re joining conversations, making people laugh, or connecting with viewers with formats that feel native to the platform.

 

 

YouTube Shorts need to be vertical videos with a 9:16 aspect ratio and can run up to 60 seconds. But there are some details that can make your content perform better.

  • The platform accepts videos between 15–60 seconds. There’s a sweet spot around 30–45 seconds that gets better completion rates for business content. Videos under 15 seconds feel rushed. Go the full 60 seconds, and you might lose people before the end.
  • Plan for vertical framing from the start. Position important elements in the centre third of your frame. Many viewers watch the first few seconds without sound, so keep this in mind.
  • Text overlays work brilliantly for YouTube Shorts, especially in the upper or lower thirds of the screen. This helps get your message across even when audio is off. It also gives you another way to hook viewers in those crucial first few seconds.

 

 

Why most YouTube Shorts marketing strategies fail

Walk into any marketing agency and mention YouTube Shorts. You’ll hear the same advice: “Post consistently, use trending hashtags, optimise for the algorithm.”

It’s not wrong, exactly. But it’s like telling someone the secret to a great dinner party is having enough chairs. Technically true, but missing everything that actually matters.

The fundamental problem with conventional YouTube Shorts marketing is that it treats the platform like a broadcasting channel rather than a conversation space. Businesses focus on pushing messages rather than providing value, resulting in content that feels like advertising disguised as entertainment. And people get onto it all the time.

 

 

You don’t need high-end kit to start creating engaging YouTube Shorts – but you do need the right content strategy.
The difference between YouTube Shorts that bring in business and those that get ignored isn’t just about production quality. It’s about understanding what your audience wants to see and delivering it in the right way.

 

 

Content that makes people stop scrolling

The best business YouTube Shorts start with a specific problem, not some generic company introduction. They grab viewers immediately by addressing something frustrating or confusing that your target audience deals with regularly.

Instead of “Welcome to Smith & Associates, your trusted legal advisors,” try “Landlord refusing to return your deposit? Here’s the one email that usually sorts it out.”

This problem-first approach creates immediate relevance. People experiencing that exact issue will stop scrolling to hear your solution. Those who don’t will keep moving, which actually helps you – engaged viewers convert way better than passive ones.

The framework that works:

  • Seconds 1-3: Hit them with the specific problem or an unexpected statement
  • Seconds 4-15: Explain why this problem happens or why it’s frustrating
  • Seconds 16-45: Give them a clear solution or valuable insight
  • Seconds 46-60: Mention your expertise subtly and include a soft call-to-action

 

The three-second rule

YouTube Shorts live or die in those first three seconds. That’s how long you have to convince someone to stop scrolling and pay attention to your content.

Pattern interrupts work well. Start with something unexpected like “Stop doing this with your invoices.” It grabs attention because people think they might be making a mistake.

Specific problem identification also works. “Your website is losing customers and you don’t even know it” hits a pain point most business owners worry about.

Curiosity gaps get people interested. “Three things every accountant wishes their clients knew” makes people curious about what those three things are.

Be specific rather than vague. “Business tips” won’t stop anyone scrolling. “The pricing mistake that cost my client £15,000” probably will.

 

Behind-the-scenes content

Most behind-the-scenes content is mind-numbingly boring. Generic office shots, time-lapse footage of people typing, or “day in the life” videos that show absolutely nothing interesting about your business.

Behind-the-scenes YouTube Shorts that actually work show the thinking process, not just people doing stuff. They reveal why you make certain decisions, what you’ve learned from screwing up, or how you handle tricky situations.

A web design agency could film the moment they realise a client’s request would tank their conversion rates. Then show how they handle that awkward conversation. That’s way more interesting than watching someone move elements around on a screen.

An accountant might film themselves spotting an error in a client’s books and walk through how they fix it without the client having a meltdown. These moments show your expertise while people get to see how you actually work.

The behind-the-scenes content that works answers “How does this actually happen?” instead of just showing people what you do.

 

 

 

Uploading YouTube Shorts seems straightforward, but most businesses mess up the small details that affect whether people find and watch their content.

Getting your video uploaded is the easy bit. Getting it discovered and watched? That’s where most people fall flat on their faces.

 

 

The upload process, step by step:

  1. Start with your video file. Make sure it’s vertical (9:16 aspect ratio) and under 60 seconds.
  2. Open YouTube and click the ‘+’ button, then select ‘Create a Short’. You can upload pre-recorded content or record directly in the app, though most business content works better when you’ve planned it properly beforehand.
  3. YouTube automatically picks a thumbnail for you, but you can choose which frame represents your video. Pick something with clear facial expressions, readable text, or eye-catching visuals. Avoid blurry or dark images that won’t stand out when people are scrolling through hundreds of videos.
  4. Upload your YouTube Shorts as unlisted first. This gives you time to check everything looks right, test on different devices, and make changes before it goes live. Once you’re happy, switch it to public.
  5. When uploading, make sure your file name includes relevant keywords before you upload it. YouTube can read file names, so “accounting-tips-small-business.mp4” is better than “video1.mp4”. Small details like this help YouTube understand what your content is about.

 

Optimise to get found

Your title matters more than most people realise. Put your most important keywords at the beginning and make it compelling enough that people want to click. Keep it under 60 characters so it displays properly on mobile.

Don’t fall into the clickbait trap. “This ONE trick will double your sales” might get clicks, but disappointed viewers will hurt your YouTube Shorts marketing long-term.

The description affects whether people can find your content. The first 125 characters show up in search results, so make them count. Include relevant keywords naturally while describing what viewers will learn.

Use the description to add context YouTube’s algorithm can’t see in your video. Mention specific tools, locations, or industry terms that relate to your content. This helps YouTube understand what your Short is about and who should see it.

Always include #Shorts so YouTube categorises it properly. Add 2-3 relevant hashtags that describe your content or industry. Don’t stuff it with hashtags – it looks desperate.

YouTube also lets you add a custom thumbnail for Shorts now, though it’s not available to everyone yet. If you have this option, create thumbnails with bold text and contrasting colours that stand out in the feed.

 

Timing and performance secrets

UK businesses often see good results posting between 6-9 PM GMT when people are winding down from work and browsing casually. But timing isn’t everything. Consistently posting quality content matters more than hitting perfect time slots with mediocre videos.

The first hour after uploading is crucial for your YouTube Shorts marketing. YouTube tests your content with a small audience first. If it performs well, they show it to more people. If not, it gets buried.

Watch your analytics closely in that first hour. If engagement is low, consider deleting and reuploading at a different time or with tweaks to the title and description.

Test different posting times for your specific audience. YouTube Analytics shows when your viewers are most active. This data beats generic advice that doesn’t account for your unique audience.

 

Other tips:

  • Pin a comment on your video immediately after uploading. This gets the conversation started and signals to YouTube that your content is engaging. Ask a question related to your video to encourage responses.
  • Watch time percentage shows how engaging your content really is. Click-through rates reveal whether people take action after watching. Comments quality matters more than quantity – engaged viewers ask questions, share experiences, or request more information.
  • Set up proper tracking to measure what matters for your business. How many YouTube viewers become email subscribers, book consultations, or make purchases? This connects your content performance to actual revenue from your YouTube Shorts marketing efforts.
  • Use YouTube’s end screen feature even on Shorts. You can add a subscribe button that appears in the final seconds of your video. Most people don’t know this exists, but it can significantly boost your subscriber growth.

 

Most businesses look at what their competitors are doing on YouTube Shorts and copy it. Bad move. This creates an echo chamber where everyone sounds identical while missing chances to connect with their actual audience.

The YouTube Shorts ideas that work come from understanding what your specific customers need to know, then presenting it in ways they didn’t expect.

 

1. Educational content that feels like insider information

The educational YouTube Shorts that get watched don’t feel like lessons. They feel like secrets being shared between people who trust each other.

Instead of “How to optimise your website for search engines,” try “Google changed something last month that most businesses haven’t noticed yet.” Instead of “Five social media tips for small businesses,” try “The social media mistake I see every single day that costs businesses thousands.”

You’re shifting from teacher mode to insider mode. People love feeling like they’re getting information that others don’t have access to.

Take this further by using phrases like “I probably shouldn’t tell you this, but…” or “My clients pay me thousands to know this…” It creates urgency and makes viewers feel special.

 

2. Customer success stories that show real drama

Traditional case studies are terrible YouTube Shorts content. Nobody wants to watch a 60-second version of your company brochure with percentages and corporate nonsense.
Customer success stories that work focus on the drama, not the data. They show specific moments when everything could have gone wrong, but didn’t.

Instead of “We helped ABC Company increase their revenue by 40%,” try “Client called me at 11 PM panicking because their website crashed during their biggest sale day. Here’s what we did in the next hour and why it saved their business.”

Make it about crisis management, unexpected solutions, or last-minute saves. Viewers want to see you handling pressure, not reading statistics.

Film these like mini-thrillers. Start with the crisis, build tension, then reveal the solution. People love a good rescue story.

 

 

3. Mistakes that cost real money

People are obsessed with learning from others’ mistakes, especially when those mistakes cost serious money. This type of YouTube Shorts content performs consistently well because it combines education with entertainment.

But don’t just list generic mistakes. Share specific ones with real consequences:

“The £15,000 typo – client put the wrong phone number on 50,000 business cards” “Why this accountant’s client nearly got shut down by HMRC (and the 5-minute fix that saved them)” “The email subject line that lost my client 60% of their subscribers overnight”

Include the exact cost, the timeline, and how it could have been prevented. Viewers remember specific numbers and dramatic consequences.

 

4. Quick wins with proof

YouTube Shorts viewers want immediate results, but most “quick win” content is rubbish that doesn’t work. Stand out by providing quick wins that you’ve actually tested.

Instead of generic advice, show real examples:

  • “Doubled my client’s email open rates by changing one word – here’s the before and after”
  • “Found my competitor’s entire keyword list in 30 seconds using this free tool”
  • “The invoice template change that got my client paid 40% faster”

 

Show the actual results on screen. Screenshots, numbers, real data. People are sceptical of quick fixes until they see proof.

Film yourself doing the task in real-time when possible. Nothing beats watching someone actually do what they’re teaching.

 

 

5. Industry predictions with evidence

Everyone shares obvious industry insights. “Video marketing is growing” or “AI is changing everything” – completely useless.

Share specific predictions based on what you’re seeing with real clients:

“Three of my clients switched from Facebook ads to YouTube Shorts this month – here’s why” “Just analysed 50 competitor websites and spotted this trend that nobody’s talking about” “The tool my industry colleagues are quietly using (but not admitting publicly)”

Back up predictions with real evidence. Client data, industry reports you’ve actually read, or patterns you’ve spotted firsthand.

Make predictions that others in your industry might disagree with. Controversy gets engagement, and being right when others are wrong builds massive credibility.

The key to great YouTube Shorts ideas is combining valuable information with compelling presentation. Don’t just educate – entertain, surprise, and give people stories they’ll want to share.

 

 

Making YouTube shorts work for your business

Remember that accountant we know who was struggling to get clients? She started making 30-second videos about common tax mistakes. Now she’s booked through to next April and has a waiting list. She didn’t come up with anything new. Just started answering the questions people actually ask, on camera, without the jargon.

Other businesses are still debating whether video is worth their time. Meanwhile, people like her are quietly building their client base through YouTube Shorts. You already know things that would help your potential customers. You just need to start sharing that knowledge without wrapping it in corporate.

We work with hundreds of UK businesses on their YouTube Shorts marketing. The pattern is consistent. Solicitors getting enquiries from legal advice videos. Consultants booking discovery calls from industry insights. Tradespeople with full diaries from showing their work process.

Businesses that focus on being genuinely helpful succeed.

You have expertise that people need. Your explanations make sense. Your approach cuts through the boring content that dominates YouTube Shorts. The question is whether you’ll start sharing what you know in 60-second videos, or keep waiting while others build relationships with people who could become your customers.

Stop being another invisible business. Our video production services help you create YouTube Shorts that showcase your knowledge while bringing in customers who value what you do. Interested? Contact us today to find out more about how we can help your business

 

Related Articles

Sign up to our newsletter.

Get the latest digital marketing tips and trends direct to your inbox every month.