Is YouTube Shorts Advertising the Next Big Thing for Brands?
YouTube had the “watch and chill” vibe long before it became a trend for any OTT platform. YouTube has a solid fanbase with over 2 billion users and millions of real-time watchers. Despite its popularity, YouTube had to announce YouTube Shorts when the world jumped on the short-video bandwagon.
Sure, YouTube may have been fashionably late to the short video party, but it didn’t waste any time rolling out YouTube Shorts advertising for brands. The real reason behind the rush was racking up over 2 billion logged-in users and a mind-blowing 70 billion daily views.
The rush to get advertisers on board was so real that YouTube even updated its rule book for video ads to squeeze in short-format content. Why is YouTube Shorts gaining momentum at high speed among advertisers? What makes YouTube Shorts different from the crowd? There are a lot of queries, and we will explore them and talk about them.
Short videos have become more popular than regular YouTube videos
Recently, Adobe’s report stated that YouTube Shorts videos received 27 percent more views than standard videos on the platform. Even the shorts, which are relatively up to 60 seconds, have gained 5 percent higher engagement than short videos over 60 seconds. Surprisingly, the shortest videos with engaging content have become popular on the platform that had been the home for the longest videos.
What better timing and stats are advertisers required to add YouTube Shorts into their digital video marketing strategies? The stats show a visible shift in audience behavior toward YouTube content that delivers immediate value and entertainment. YouTube Shorts advertising is already curating and formulating future digital marketing and content strategies.
Just like Reddit’s free-form ad format is skyrocketing in popularity, YouTube Shorts is taking a page from the same playbook. For advertisers with targeted branding goals, YouTube has rolled out YouTube Select Shorts—a feature that ensures your ads appear alongside top-tier content. This is a game-changer for brands looking to maximize their reach. And here’s a stat to back it up: According to MediaScience, YouTube Select Shorts ads are watched 90% longer than ads on other social platforms.
YouTube shorts advertising has brought opportunities for small and mid-size businesses
I’ve been diving into YouTube Shorts for about a year now, and something interesting has caught my eye—most of the short ads I see aren’t from big players like Gucci, Nestle, Cadbury, or Adidas. Instead, it’s the small to mid-sized brands, often catering to niche markets, that own this space. These ads are hyper-focused on showcasing products rather than telling broader brand stories. What’s cool is that with a quick tap, you can buy the product right then and there—YouTube Shorts is making impulse shopping more accessible than ever.
YouTube has cleverly carved out categories and sub-categories that captivate audiences and give brands the perfect opportunity to stay top-of-mind in key content areas. Whether it’s sports, entertainment, beauty, fashion & lifestyle, food & recipes, gaming, or automotive—these category-specific ads allow brands to connect with deeply passionate users about these topics. The result? There is a much higher chance of sparking action and driving engagement.
But while this is just my observation, there’s some data to back it up. A survey found that 43% of U.S. ad buyers say their most prominent clients are now turning to YouTube Shorts. With product-based ads becoming the go-to strategy, brand discovery on this platform is through the roof. 38% of consumers said they’ve purchased after seeing an ad or content on YouTube Shorts. It’s safe to say that these quick, clickable ads are packing a punch.
YouTube shorts advertising is a sustainable and cost-effective module
If you haven’t noticed, creators on YouTube Shorts also get in on the action, subtly selling products by price-tagging them in their videos. But there’s a big difference between how creators and brands approach ads on this platform.
Creators can easily slice and dice their existing content to fit the short video format, making it a quick and efficient way to promote products. On the other hand, brands must be more strategic, investing time and resources to craft targeted ads that speak directly to consumers.
What’s interesting is how brands have adapted their ads to blend in with user-generated content. The ads on YouTube Shorts are often creative, casual, upbeat, and informative, making them feel more like a natural part of the browsing experience rather than intrusive ads. This approach resonates well with viewers; it doesn’t rely on elaborate brand stories or high-budget productions to capture attention. Instead, the focus is on relatability and authenticity.
Recently, YouTube introduced a Beta feature allowing brands to target ads at the first opportunity in a scrolling session or place them between the top-viewed Shorts. This feature has since rolled out more broadly, giving brands a prime spot in the Shorts feed.
And here’s a bonus: YouTube Shorts aren’t just limited to mobile devices. They’re also now available on TV and desktop, meaning your ads could pop up on any screen. This is a double-edged sword, though—advertisers don’t have control over which device their ads appear on, meaning a small brand could unexpectedly find its ad running on a big TV screen, claiming a bit of that prime-time glory.
Cut to the chase
In 2021, YouTube introduced its short video format to the world, and it didn’t take long to amass a jaw-dropping 70 billion daily views. Naturally, this surge in popularity caught the attention of advertisers. Three years later, YouTube is back with fresh strategies, aiming to dominate the advertising space and secure the top spot among brands and marketers.
