Let’s rewind to March 2021—a simpler time when we were learning TikTok dances in sweatpants, and experimenting with sourdough starters. That’s also when YouTube Shorts launched in beta. I remember thinking, “What’s the vibe for YouTube shorts?” As a digital advertiser, I did what any curious marketer would: I poked around, asked friends and quickly noticed something strange—not a lot of people in my immediate circle were using it. Cue my curiosity… was this just a soft launch? Were my friends not the target audience? And honestly, I couldn’t stop wondering… if I only watch one, is it still called a “Shorts”? So many questions.
As someone who treats YouTube like a second brain (step aside, Google), I’ve always viewed it as a haven for long-form content. Think vlogs, tutorials, and the occasional SOS search for something like “how to get an olive oil stain out of my sweatshirt?”... Don't worry, I figured it out thanks to YouTube. For me, it’s entertainment, education and visual aesthetics all rolled into one glorious tab. So when Shorts arrived, I thought: Can short-form really thrive here?
Spoiler alert: yes. Let’s break down how Shorts happened, who’s watching them, and why brands should seriously pay attention.
How did YouTube shorts come to be?
YouTube saw TikTok’s explosive growth, wiped the sweat from its algorithmic forehead, and said, “We should probably do that too.” Thus, YouTube Shorts was born: a native, mobile-first short-form video experience built to capture the scrolling hearts of Gen Z and beyond. It wasn’t just a copy-paste job either. Shorts tapped into YouTube’s existing ecosystem—integrating creator tools, music libraries, and the almighty algorithm—so creators could shoot, edit, and publish directly in-app.
In 2025, YouTube Shorts has around 2.5 billion monthly active users (source).
What is a YouTube Short?
Think TikTok or Reels, but make it YouTube. Shorts are vertical videos (up to 60 seconds long) that live in a dedicated "Shorts" feed, ready to be served to your scrolling thumb via algorithmic magic. Unlike traditional YouTube content, Shorts aren’t bound by subscriber count. That means a single, well-timed Short can go viral—even if the creator has just five subscribers and a dream. It’s built for discovery. Another thing that sets it apart is the built-in discoverability across the full YouTube platform — a Shorts video can live in someone's subscription feed, appear on the Shorts shelf, be recommended on the homepage, and even drive traffic to a creator’s long-form content or channel. This dual-functionality makes Shorts a bridge between snackable attention and long-term audience growth — something no other platform does quite as seamlessly.
What are the audience demographics of those who consume shorts?
- 25–34 year-olds lead the pack, making up 21.5% of Shorts viewers
- 35–44 year-olds are next at 17.9%
- Men slightly edge out women at 54.3% vs. 45.7%
- And the average user watches 12–18 Shorts per session, spending around 14 minutes glued to the feed (source)
Why should brands partner with creators on YouTube shorts?
Short answer: because creators are the new creative directors.
Long answer? Partnering with creators lets brands tap into built-in audiences, high trust, and the kind of algorithm-friendly storytelling that doesn't feel like an ad. And unlike big-budget YouTube campaigns or mega influencer collabs, Shorts are faster to produce, cheaper to create and more experimental and fun.
Additionally, the integration of Shorts with YouTube Shopping and advanced analytics gives brands the tools to measure impact and drive performance in ways that are still evolving on other short-form platforms.
Oh, and here’s a stat you’ll love:
42% of YouTube Shorts creators say their Shorts get more views than their TikToks or Reels
(source)
That’s a spicy little insight you can take to your media team. Bonus is that brands are seeing lower customer acquisition costs with creator-led Shorts compared to other paid placements. The combo of scale, speed and native creativity is just too good.
“TikTok may win attention, Instagram may win aesthetics — but YouTube wins intent. On YouTube Shorts, creators aren’t just chasing trends — they’re building trust and search-driven value that lasts. While TikTok and Reels are built for scrolling, Shorts is built for discovery and stickiness. The content doesn’t disappear into a feed; it feeds a whole ecosystem. That’s a massive win for creators — and a smarter long game for brands.” - Erin Jensen, Team Lead of Partnerships at Popular Pays
What are best practices for advertising with creators on YouTube shorts?
The good news is that the process and creative collaboration is consistent to that of other platforms, and that content designed native to each platform will always outperform any reposts.
- Choose creators who are a fit, not just someone who is “famous:” Prioritize alignment over follower count. Micro- and mid-tier creators often have higher engagement.
- Collaborate, don’t script your content: trust creators to lead storytelling, do not provide a rigid script. Encourage creators to tell a story, show a transformation, or even a personal experience.
- Hook fast: The first 1–2 seconds matter most. Start with a strong visual, question, or “wait for it” moment. Save branding for later, or weave it in subtly throughout.
- Leverage YouTube Ads manager: Once a Short performs well organically, boost it through YouTube Ads Manager. This extends its reach and supports lower-funnel goals—without reinventing the wheel.
If your brand is comfy on TikTok or Instagram Reels, YouTube Shorts strategies deserve a seat at the strategy table. Run a test. Partner with creators. Compare engagement and impact.
Hire a Popular Pays creator of any size to produce net new content to post to their YouTube page, and repurpose the content on your branded channel as well and use it in paid ads. You might just discover a high-performing placement you’ve been sleeping on.
