YouTube Shorts not only gives you a new way of creating content but also a new way to promote longer-form existing content on your YouTube channel by breaking it down into small clips. YouTube Shorts have experienced substantial growth, generating approximately 70 billion views daily worldwide and contributing significantly to YouTube’s overall watch time. YouTube Shorts, therefore, serves a dual purpose. Influencers get to do their thing while brands can clip up long-form videos and repackage them.

As of May 2024, Shorts have collectively earned over 5 trillion views since the platform was made available to the general public on July 13th, 2021, including views that pre-date the YouTube Shorts feature, a YouTube Short with a duration of 50-60 seconds gains on average 4 million views as of 2025. In this comprehensive article, our Tashheer research team explores YouTube Shorts and its implications for marketers.

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What are YouTube Shorts?

YouTube Shorts are short-form, vertical videos, generally up to 60 seconds long, designed for mobile viewing and easy creation on smartphones. For marketers, this format offers a new way to reach their audiences with quick, engaging content, similar to platforms like TikTok and Instagram Reels. They can be used to grab attention, promote longer-form content and connect with audiences in a more concise way. Launched globally in 2021, Shorts has rapidly gained popularity, generating over 70 billion daily views as of 2024. YouTube also introduced the YouTube Shorts Fund and later monetization options through ad revenue sharing, making it a viable platform for content creators.

Key Features of Youtube Shorts Include:

• Vertical format optimized for mobile viewing.
• Videos up to 60 seconds (either one continuous video or multiple clips).
• In-app editing tools including music overlays, filters, text and timers.
• A separate Shorts feed which functions like TikTok’s “For You” page.

Benefits of creating YouTube Shorts

YouTube Shorts offer a fresh approach to increasing engagement on your channel. As well as reaching wider audiences, it enables you to get more creative with content. They are easy to make. Expensive equipment isn’t a necessity. Here are some top reasons for creating a good quality YouTube Shorts, mentioned as:

• YouTube Shorts also give you the chance to try out new content ideas and styles which can help you understand what works best for your channel. Using string clips, you can easily combine multiple segments during recording to enhance the viewing experience, making it more entertaining and effectively showcasing your content.
• If you are a new channel starting out, Shorts are a great way to reach new subscribers that will then watch the longer-form content on your channel as a result.
• Shorts are also a key way to engage with a younger audience which expands the overall demographic of those viewing your content.
• Shorts should be in a vertical format, as most people will consume them through a mobile device. It is a format that feels much more natural which is why TikTok has been such a successful platform.
• Shorts should be considered in your content plan because they will increase views, boost engagement, grow your audience, promote your brand and help you stay relevant on social media. You don’t have to do a dance challenge to be successful on Shorts. You just need to make sure your video content strategy aligns with your target audience. Regular and consistent posting will enable you to stay on top of the YouTube algorithm and develop a better presence on the platform over time.

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Why YouTube Shorts Matters for Marketers

Short-form video is no longer a trend, it is a staple of digital marketing. Here are some reasons why YouTube Shorts are important for marketers:

1.      Hook Viewers in the First Few Seconds

YouTube has over 2.7 billion monthly active users, making it the second-largest search engine in the world. Shorts tap into this existing audience, providing marketers an opportunity to reach a massive user base in a native, engaging format.

2. Boost Brand Visibility

YouTube Shorts significantly boost brand visibility by placing short-form videos in high-traffic areas of the platform such as the homepage, channel sections and dedicated Shorts feeds. This prominent placement increases the likelihood of organic discovery especially when content uses trending music, challenges or topics, allowing brands to reach new audiences without relying on paid promotion.

3. High Engagement Potential

Due to their quick and punchy nature, Shorts tend to generate higher engagement rates. Marketers can use this to their advantage to:

• Build brand awareness quickly.
• Test product teasers or launches.
• Showcase behind-the-scenes content.
• Re-purpose longer videos into bite-sized clips

4. Cost-Effective Content Creation

Creating Shorts doesn’t require professional equipment or high production value. Marketers can use smartphones and basic editing tools, making it budget-friendly and fast to produce. Since Shorts are primarily consumed on mobile:

• Use vertical (9:16) aspect ratio.
• Ensure text is large and readable.
• Keep branding subtle but recognizable.

5. SEO and Cross-Platform Benefits

YouTube Shorts offer significant SEO and cross-platform benefits by being indexed on Google, which increases their visibility in search engine results and helps drive organic traffic. In addition, Shorts can be embedded on websites and blogs or shared across social media platforms, allowing creators and marketers to amplify their content’s reach beyond YouTube and engage audiences across multiple channels.

6. New Monetization and Influencer Marketing Opportunities

With the launch of ad revenue sharing and the YouTube Partner Program for Shorts, creators and influencers now have an incentive to post more content. Brands can collaborate with Shorts creators to reach niche audiences through influencer marketing and sponsored content.

Challenges and Considerations for Marketers

While the benefits are clear, marketers should be mindful of a few key challenges:

• Shorts are not ideal for complex messaging. They work best for grabbing attention, not explaining detailed concepts.
• Brand recall can be tricky. With users swiping quickly through content, a strong hook and consistent branding are essential.
• Metrics differ from long-form. Watch time and click-through behavior for Shorts can vary, so marketers need to tailor their KPIs accordingly.

Plus, videos that show watermarks from other platforms (e.g., TikTok) may be downgraded in YouTube’s algorithm, so it is best to create native content.

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