How to Use YouTube Shorts to Grow Local Brand Awareness

At Lillian Purge, we specialise in Local SEO Services and have written How to use YouTube Shorts to grow local brand awareness so even small businesses can get seen and remembered fast.

YouTube Shorts are vertical videos lasting up to 60 seconds that appear on both mobile and desktop feeds. They’re designed for quick engagement, making them perfect for local businesses that want to capture attention and build recognition fast. With over two billion users on YouTube, Shorts are now a key part of video marketing, especially for small businesses trying to stand out locally.

Why YouTube Shorts Work for Local Businesses

Shorts combine the storytelling power of video with the immediacy of social media. Unlike traditional YouTube videos that require editing and production time, Shorts are simple to create using a smartphone. They’re shown to users based on interests, location, and behaviour, which means local businesses can reach nearby audiences without spending heavily on ads.

For example, a Bedford café could post a 30-second video of a latte being poured, include local hashtags like #BedfordCoffee, and attract viewers who live nearby. This builds brand familiarity and can lead to more foot traffic.

Step 1: Create Locally Relevant Content

To grow brand awareness, your Shorts need to feel authentic and relevant to your area. Focus on topics that matter to your local audience. Ideas include:

• Behind-the-scenes clips showing daily operations.

• Highlights from community events or markets.

• Customer testimonials from local clients.

• Quick tutorials or product demonstrations with a local twist.

• Announcements about special offers or new openings.

Keep your videos short, upbeat, and engaging. Adding personality helps your business stand out and encourages viewers to remember your brand.

Step 2: Use Local Keywords and Hashtags

Just like regular videos, Shorts benefit from search optimisation. Include your location in your title, description, and hashtags. Examples include “Bedford florist,” “Milton Keynes gym,” or “Manchester café.”

Hashtags like #ShopLocal, #YourTownName, and #SupportSmallBusiness make it easier for nearby users to find your content. Using a mix of broad and local hashtags ensures your Shorts appear in both local and general feeds.

Step 3: Optimise Your YouTube Channel for Local Discovery

Your Shorts work best when your overall YouTube channel supports local SEO. Make sure your About section includes your business name, address, and website. Add links to your Google Business Profile and other social channels.

Organise Shorts into playlists by theme or location, such as “Local Events” or “Customer Highlights.” This helps new visitors quickly understand your business and encourages them to watch more videos.

Step 4: Encourage Engagement and Community Interaction

YouTube prioritises content that keeps viewers engaged. Ask questions in your Shorts or invite viewers to comment. For example, a restaurant might post a Short showing two new dishes and ask followers, “Which one should we add to the menu?”

Replying to comments also builds community and signals to YouTube that your content is valuable, improving reach in local feeds.

You can also collaborate with other local creators or businesses. Joint Shorts like a local bakery featuring a nearby coffee shop help cross-promote each other’s audiences and expand your local network.

Step 5: Add a Call to Action

Every Short should encourage viewers to take action. Depending on your goal, this could be:

• Visiting your shop or office.

• Following your channel.

• Checking your website or booking page.

• Attending an event or promotion.

Keep your call to action clear and natural. For instance, end a video with “Find us on High Street in Bedford” or “Follow for more updates from our Bedford team.”

Step 6: Post Consistently and Monitor Performance

Consistency helps YouTube understand your niche and audience. Post Shorts regularly ideally two to three times per week to keep your business visible. You don’t need professional equipment; a smartphone and good lighting are enough.

Use YouTube Analytics to monitor which Shorts get the most views, likes, and engagement from your local area. Look at metrics like watch time and traffic sources to see how viewers are finding your content. If certain topics or locations perform better, create more videos around them.

Step 7: Promote Shorts Across Other Platforms

Maximise your reach by sharing your YouTube Shorts on other channels such as Instagram Reels, Facebook, and TikTok. Consistent messaging across platforms reinforces your brand identity and helps audiences recognise your business wherever they go online.

You can also embed Shorts on your website, especially on landing pages or blog posts about local events or services. This not only improves engagement but can also support SEO.

Step 8: Combine Shorts with Local Advertising

To accelerate growth, consider running YouTube Ads using your best-performing Shorts. Target users by location, age, and interests. Even a small daily ad budget can help your videos appear before local audiences more frequently, increasing awareness and recall.

This approach is especially effective for event promotions or time-sensitive campaigns, such as seasonal offers.

Best Practices for Effective YouTube Shorts

• Keep videos under 45 seconds for maximum engagement.

• Use captions to reach viewers watching without sound.

• Start strong the first two seconds should grab attention.

• Maintain a consistent tone and visual style that reflects your brand.

• Include your logo or business name subtly in each video.

Common Mistakes to Avoid

• Posting infrequently or inconsistently.

• Ignoring local keywords or location tags.

• Making overly promotional content without value.

• Forgetting to respond to viewer comments or feedback.

Avoiding these pitfalls ensures your Shorts build a genuine connection with your audience rather than feeling like generic advertisements.

Final Thoughts

YouTube Shorts offer a powerful opportunity for local businesses to connect with their communities through short, engaging content. By focusing on local relevance, optimising your videos for search, and maintaining consistency, you can significantly increase brand awareness and customer engagement. With the right strategy, these bite-sized videos can transform how your local audience discovers and interacts with your business.

We have also written in depth articles on How to target local customers with YouTube Ads and How to use YouTube to showcase customer testimonials as well as our YouTube Hub to give you further guidance.