Don’t look now, but YouTube Shorts is making a push for the short-form video crown. It might not be on the same level as TikTok (yet!), but there are plenty of reasons to be excited about it. And even more reasons why marketers should consider integrating shorts into their overall influencer marketing strategy.
Let’s get into some of them.
What are YouTube Shorts?
YouTube Shorts is YouTube’s vertical, short-form video platform that offers 60-second-or-less clips designed specifically for mobile. It was released in 2021 and meant to rival TikTok and Instagram Reels.
What sets Shorts apart is its integration with YouTube’s massive ecosystem. Whether it’s driving traffic to longer videos or leveraging YouTube’s powerful search engine, Shorts has a number of advantages you won’t find elsewhere.
But more on that in a bit.
The latest stats on YouTube Shorts
Released in 2021, YouTube Shorts is even younger than TikTok and IG Reels. So, let’s get familiar with some recent stats to help us get to know the “new kid” on the short-form block.
YouTube Shorts views are way up.
YouTube Shorts have an average of 70 billion views per day in 2024. That’s a 40% increase from 2023 and a 133% increase from 2022. get more than 70 billion views per day in 2024. This surge shows just how important Shorts has become for brands looking to tap into short-form video content and reach a rapidly expanding audience.
Most YouTube watch time comes from mobile devices.
Research shows that over 70% of watch time comes from mobile devices. That makes YouTube Shorts the perfect solution to reach YouTube’s predominantly mobile audience anytime, anywhere.
Shorts consistently out-engage long-form content.
Not to knock on the long-form YouTube content we all know and love, but it’s really no match for Shorts when it comes to engagement. In fact, Shorts has proven to gain 9x more interactions than its long-form counterpart.
Shorts boost web traffic and subscribers.
Shorts is a dark horse if you’re looking to grow audiences outside of social media. One in three marketers experienced a 15-25% increase in web traffic from using YouTube Shorts, and 50% reported gaining new subscribers through the platform.
Shorts influencer product decisions.
People want real reviews from real people when they’re doing product research. That means social media content has a lot of sway over the products we buy. Shorts is no exception as one in every three users said they were heavily influenced by YouTube Shorts content to make a purchase.
Marketers plan to increase their presence on YouTube.
It’s clear to see that Shorts is booming. As a result, 66% of marketers said they plan to put more effort into their YouTube strategy moving forward—with Shorts being the tip of the spear.
Areas where Shorts outperform TikTok and Reels
TikTok is probably the first platform you think of when you think of short-form video. And, honestly, Reels might be second.
But there are still some areas where Shorts outperforms both. And we expect more to pop up as it evolves.
But for now:
Higher reach
YouTube boasts 2.5 billion active users. That makes it the second-largest platform in the world behind Facebook.
Comparatively, Reels has 1.2 billion users and TikTok has 1 billion. That makes YouTube, specifically YouTube Shorts, a powerful tool for marketers looking to expand their reach.
Long-form integration
Shorts uniquely benefits from its tie-in to longer YouTube videos. You can drive users from Shorts to more in-depth content, which isn’t as smooth on TikTok or Reels. This makes Shorts more powerful for brands wanting a mix of short and long-form content.
Search discoverability
YouTube Shorts also has the edge in discoverability because it’s directly tied to YouTube’s robust search engine. That allows users to find Shorts more easily through keyword searches. Good news for marketers looking to improve their organic growth!
Monetization opportunities
They are catching up, but Reels and TikTok still have limited monetization features. On the other hand, YouTube Shorts benefits from YouTube’s Partner Program. This program offers creators more ways to earn money, including revenue sharing and Live Chat during live streams.
Tips for working YouTube Shorts into your influencer marketing strategy
There will be many common themes working Shorts into your influencer marketing strategy as there are with other platforms. However, we need to focus on the platform’s differentiators as well.
Let’s talk about the big ones in both areas.
Partner with the right creators.
Finding creators who resonate with your brand is key. Don’t just go for the biggest name—choose creators whose audience and content style align with your target audience.
Influencer marketing is all about authenticity. And when you partner with creators who genuinely vibe with your brand, audiences are much more likely to engage.
So, when you’re recruiting, look at the creator’s past work, audience demographics, engagement rates, and more to make sure they are a good fit.
There are plenty of tools on the market to help with this. One such tool is GRIN’s Creator Discovery Suite—the industry’s most comprehensive creator discovery solution.
The Creator Discovery Suite enables brands to search for YouTube creators specifically. They can filter from millions of creators by attributes, key performance metrics, and audience insights. Plus, if they already have a YouTube creator they love working with, they can use a Lookalike Filter to find more just like them.
Leverage Shorts throughout the buyer journey.
The way people shop has changed. Today, creators are a critical part of the buyer journey—from awareness to purchase and beyond. More and more brands are beginning to recognize this and leverage creators in a full-funnel marketing strategy that touches every corner of the modern buyer journey.
Awareness
Google’s search engine doesn’t have the same grip it once had on product discovery. Today, consumers are just as likely to turn to their favorite social media platform. Young consumers are even more likely to turn to social media. That makes it essential for brands to leverage creator content to spark curiosity and get their offerings in front of new audiences.
Research
People want to see products in action before they buy them. That’s not always easy—especially in the DTC/ecommerce environment we’re all so comfortable in.
However, creator content is about the closest consumers get to try-before-you-buy online. Seeing a product in a real-world setting or styled with different pieces is critical to make consumers comfortable enough to make a purchase. Plus, traditional advertising simply cannot compete with the honest endorsements they get from their favorite creators.
Purchase
At the purchase stage, it’s all about giving viewers that final push. Partner with creators to deliver strong calls to action, such as limited-time offers, product demonstrations, or exclusive discount codes.
For example, a beauty influencer could create a Short showcasing the final results after using your product, with a CTA like “Shop now and get 20% off!” These quick, actionable Shorts can drive conversions by making it easy for viewers to take the next step.
Optimize for search.
YouTube is the second largest search engine, so don’t miss out on optimizing your Shorts for discoverability. Include relevant keywords in your video titles, descriptions, and tags to make sure your content is easily searchable.
This will help keep your content from getting stale. In other words, even though the algorithm might not prioritize an older video, you’ll still pick up on organic traffic from people searching the keywords in your video.
Use relevant hashtags.
Hashtags on YouTube work a bit differently than on Instagram or TikTok, but they’re just as powerful. Using a few targeted, relevant hashtags in your Shorts can help categorize your content and make it easier for viewers to find. Stick to hashtags that are directly related to your brand or product, and avoid overloading the video with too many—this keeps the focus clear and helps with searchability.
Crosspost from other platforms.
Already creating content for TikTok or Instagram Reels? Repurpose it for YouTube Shorts! Not only does this save time and effort, but it also maximizes the reach of your content across platforms. Just make sure to tweak the video for YouTube’s audience and format. By crossposting, you’re ensuring your content gets more eyes without reinventing the wheel every time.
Create a playlist.
Playlists are a unique feature of YouTube that you don’t get on other short-form video platforms. Grouping your Shorts into a playlist can keep viewers engaged longer by guiding them through a sequence of videos. Whether it’s a series of how-tos, product demos, or behind-the-scenes looks, a well-organized playlist can keep viewers binge-watching your brand’s content.
Take advantage of long-form integration.
One of the biggest advantages of YouTube Shorts is how easily they can drive traffic to your long-form content. You can use Shorts as teasers to promote longer videos on your channel, guiding viewers from quick, engaging clips to more in-depth product demos or tutorials. This integration helps build a deeper connection with your audience and keeps them on your channel longer.
Key takeaway: It’s time to prioritize YouTube Shorts right alongside TikTok and Reels.
YouTube Shorts presents a unique opportunity for brands to engage with a growing audience through short-form, mobile-optimized content. As consumer attention spans continue to shrink, and the demand for quick, impactful media rises. Shorts offers a perfect platform to capture attention, drive engagement, and influence purchasing decisions across all stages of the buyer journey.
