In a bid to keep up with competitors and enhance user experience, YouTube has introduced several new features for Shorts. These updates aim to simplify the creation process, add new creative tools, and improve overall accessibility and engagement.

Launched in 2020, YouTube Shorts has quickly taken the world of short-form video by storm. As of July 2023, YouTube Shorts sees an average of 2 billion monthly logged-in users and 50 billion daily views, making it one of the platform’s most popular features, particularly among younger Gen Z audiences.

These staggering numbers highlight the immense potential for businesses and marketers to reach a vast and engaged audience through Shorts, which appears to have a more brand-friendly algorithm akin to Instagram Reels or TikTok than for YouTube’s longer formats.

Text-to-Speech and Auto-Generated Captions

One of the most notable additions is the text-to-speech feature, a popular tool on platforms like TikTok. This feature allows businesses to add an artificial voiceover to their videos, making content more dynamic and engaging.

The process is straightforward: after adding text to a Short, marketers can select a voice by tapping the “add voice” icon in the top left corner of the screen. Although YouTube currently offers only four voices, this feature opens up new avenues for creative expression and accessibility. For businesses, this means an easier way to create engaging content marketing without the need for a human narrator.

Complementing this is the auto-generated captions feature, which eliminates the need for third-party apps like CapCut to add subtitles to videos.

These captions can be customised with different fonts and colours, allowing brands to maintain their unique style while enhancing the accessibility of their content. This feature is handy for viewers who watch videos on mute or have hearing impairments. Auto-generated captions also ensure that the message is clear and understandable, which is crucial for maintaining viewer engagement.

Auto Layout and Video Remixing

YouTube has also introduced the auto layout feature, initially available for Android users.

The auto layout tool is designed to help businesses convert longer videos into Shorts more effectively. By automatically tracking the main subject of the video and adjusting the frame accordingly, the auto layout ensures that the content remains visually appealing and centred on the key elements, even in the condensed format of a Short. This feature can significantly streamline the content creation, making it easier for brands to repurpose their existing long-form videos into engaging Shorts.

Additionally, the auto layout tool reduces the need for extensive editing, allowing marketing teams to focus more on content creation and less on technical adjustments. This could be particularly beneficial for businesses looking to streamline design processes.

Building on the theme of creative flexibility, YouTube now allows users to remix already remixed Shorts clips. This means businesses can add their unique twist to response videos, creating a chain of remixes that can drive engagement and foster community interaction. This feature encourages a collaborative environment where brands can build on each other’s work, enhancing the overall content ecosystem on the platform.

Remixing not only adds variety to the content but also keeps it fresh and relevant, as businesses can quickly respond to trends and challenges.

Shorts Borrows New Interactive Features From Reels 

Following Instagram’s lead, YouTube has introduced the “Add Yours” sticker, a feature that encourages viewers to participate in trends and challenges by adding their own related content.

Initially introduced on Instagram for Reels in 2022, the “Add Yours” sticker can spark a chain reaction of user-generated content, fostering community and encouraging viewers to become active participants rather than passive consumers.

For businesses, the “Add Yours” sticker is an excellent way to increase engagement, as it invites viewers to contribute their creativity and perspectives. This feature can lead to the creation of viral content chains, where a single idea or challenge spreads rapidly across the platform, generating significant visibility for participating brands.

By incorporating interactive elements like this, YouTube is enhancing the social aspect of the platform, making it more engaging, dynamic, and less passive.