# Short Form Video Best Practices

Best practices for YouTube Shorts and short form video content, compiled from current research.

---

## Length and Format

- **Optimal duration: 15-35 seconds** for highest retention (75-85% completion rates)
- Maximum allowed: 3 minutes, but shorter performs better
- Aspect ratio: 9:16 vertical
- Never upload horizontal video as a Short

### Length by Content Type

| Type | Length |
|------|--------|
| Quick tips/hacks | 15-20s |
| Entertainment/comedy | 18-25s |
| Tutorials | 25-40s |
| Educational | 35-45s |
| Deeper storytelling | 1-2 min |

---

## Hook (First 3 Seconds)

- 65% of viewers drop off within the first 3 seconds if not hooked
- The 3-second mark is the threshold YouTube uses to determine distribution
- Keep hooks to 5-10 words

### Hook Techniques

- **Pattern interrupts:** Unexpected visuals, surprising statements, or sudden movement
- **Curiosity gaps:** Pose a question or claim, delay the answer
- **Strong opening line:** No intros, no logos, no buildup - get straight to it
- Make hooks work without sound (many viewers watch muted)
- Deliver on your hook promise - clickbait that doesn't pay off hurts performance

---

## Script Writing

- **100-200 words maximum**
- Structure: hook → main content → conclusion
- Write conversationally, as if explaining to a friend
- Use shorter sentences, vary length for natural flow
- Active voice, everyday words
- Read the script aloud during edits

### Looping Technique

Write the script so the end connects back to the beginning. This increases watch time as viewers replay the Short.

---

## Retention Techniques

- Use fast cuts and jump cuts to maintain momentum
- Alternate between wide, medium, and close-up shots every 1-2 seconds
- Include a **pattern interrupt around 25-35 seconds** (angle change, music drop, sound effect)
- Add bold text, animations, or subtitles for key points
- Videos with dynamic visuals get 37% higher retention

### Structure

1. **Setup:** Establish who/what/where in first 2 seconds
2. **Conflict:** Introduce tension or challenge
3. **Resolution:** Provide closure with humor, insight, or visual payoff

---

## Captions and Subtitles

- 85% of people watch videos without sound
- Captions improve watch time by 12% and retention by 40%
- Use bold, high-contrast text
- Keep text within the safe zone (away from edges)
- YouTube indexes subtitle text, improving discoverability

---

## Call to Action

- Place CTAs in the final 5 seconds (Shorts loop, so this section is seen multiple times)
- Keep it simple and direct
- Use dual delivery: spoken + on-screen text
- Shorts with strong CTAs see 22% more likes and comments

### Effective CTAs

- "Follow for more"
- "Comment which [x] surprised you most"
- "Part 2 tomorrow - subscribe"
- Build anticipation or create urgency

---

## Algorithm and Virality

- Algorithm has two phases: **explore** (small seed audience) then **exploit** (broader distribution)
- Key signals: watch time, completion rate, likes, comments, shares, replays
- Replays signal exceptional engagement and are weighted heavily
- Shorts that cause quick swipe-aways stop being pushed

### Content That Performs Well

- Funny clips and emotional moments
- Trending challenges
- Satisfying visuals
- Quick tips and "how to" content
- Micro-storytelling

---

## Posting Schedule

- **Best days:** Tuesday, Wednesday, Thursday
- **Weakest days:** Friday, Monday
- Off-peak posts can perform well due to less competition
- Consistency matters more than frequency
- Top creators post 18-22 Shorts monthly

---

## Common Mistakes

### Technical

- Wrong aspect ratio (not 9:16)
- Poor video quality or lighting
- No subtitles
- Visible watermarks from other platforms
- Text placed outside safe zone

### Content

- Information overload (too much for one Short)
- Weak or slow hooks
- Not delivering on hook promises
- Unfocused content without clear audience

### Strategy

- Giving up too soon
- Ignoring analytics and retention graphs
- Inconsistent posting
- Over-uploading (under 100K subs: max 1 per day)
