How to leverage YouTube Shorts for consistent growth and engagement

YouTube Shorts isn’t just about going viral — it’s a long-term growth tool. With the platform now drawing in 2 billion monthly users and around 70 billion views every day, Shorts offer a unique space that many brands haven’t fully explored yet.

Used right, Shorts can deliver:

• Faster growth for your YouTube channel
• Better audience engagement
• New ways to monetize content
• Access to over 122 million daily users
• Easy promotion between short videos and long-form content

On top of that, YouTube’s established reputation and infrastructure make it more stable than newer platforms like TikTok.

So why do many brands struggle with Shorts?

Because they’re not adjusting their budgets and strategies to match YouTube’s evolving advertising features. The common challenges include:

• Shifting ad spend from TikTok to YouTube
• Using product feeds properly
• Deciding between Shorts Select or the auction model
• Navigating YouTube’s multi-format ad options

This article breaks down why Shorts should be a priority and outlines clear steps to start making them work for your brand today.

Why YouTube Shorts is a must for your growth strategy

Here’s a real example:
A single organic Short racked up 2 million views, 90,000 likes, and nearly 3,000 comments — with a 4.5% like rate. This translated into earned media worth around $6,000.

That’s the kind of powerful traction Shorts can generate.

But why does it matter?

Because Shorts isn’t just another content format — it’s a growth engine.

More and more creators and brands are seeing massive results. And here’s why you should be using Shorts now:

1. Broader audience
   Shorts tap into YouTube’s massive daily user base of 122 million — not just Gen Z like TikTok. Plus, YouTube’s solid reputation comes with less regulatory uncertainty.
2. Accelerated channel growth
   Shorts deliver fast reach and visibility, helping creators grow faster than with traditional content.
3. Higher engagement
   Viewers tend to engage more with Shorts. They’re easy to share and are often used to guide viewers into watching full-length videos.
   Ads in Shorts (via YouTube Select) are watched 90% longer than on other platforms.
   Influencer Shorts ads can get view-through rates up to 15.9%.
4. Revenue potential
   The platform now includes Shorts in monetization options like the YouTube Partner Program and Super Thanks.
   For advertisers, Shorts work seamlessly within formats like Demand Gen and YouTube Select.
5. Cross-platform integration
   Shorts help move viewers from quick clips to longer content, increasing overall engagement and subscriptions.
   All within a single platform.

Need proof?

MrBeast repackages his long videos into 60-second Shorts, racking up millions of views and leading fans deeper into his content funnel.

Even shows like The Voice use Shorts for behind-the-scenes Q&As to boost excitement for new seasons.

Other brands like:

• Graza use Shorts for quick recipe ideas while subtly highlighting their products.
• ESPN keeps younger sports fans engaged with bite-sized updates.
• Satori Graphics delivers bite-sized design tutorials that are perfect for sharing.

YouTube itself says:
“As the creator community continues to invest in Shorts, this will only grow.”

But here’s the catch: Many brands still get Shorts wrong…

They try to apply their usual advertising approach to a format that plays by completely different rules.

Shorts is not the place for traditional commercials. If you simply cut down a long video or upload an ad without adapting it, you’ll miss out on the platform’s true potential.

Successful Shorts feel natural, grab attention quickly, and deliver value right away. That value can come in the form of:
– an entertaining moment,
– an unexpected twist,
– a quick lesson,
– an emotional hook, or
– a trend where the brand integrates in the most organic way.

It’s not enough to just show up — you have to create something people want to share.

What brands should do:

– Develop a dedicated Shorts strategy. Don’t just copy what works on other platforms.
– Work with creators. Let content creation be handled by those who understand the format and know how to build authentic videos.
– Use Shorts to build a funnel. Guide viewers to longer videos or your website — but do it in a natural, seamless way.

Shorts vs. TikTok vs. Instagram Reels

A common mistake is treating all short-form video platforms as the same. In doing so, brands overlook the key distinctions in user intent and content behavior on each platform. Here’s what sets them apart:

TikTok and Instagram:

– These platforms thrive on viral trends, challenges, and comedic skits.
– Their algorithms are based on an interest graph, meaning they’re great for achieving wide-scale virality.
– Instagram Reels often mimic TikTok trends and lean heavily on influencer-style content.

YouTube:

– Shorts on YouTube are often used as preview content, encouraging users to watch full-length videos.
– While the Shorts algorithm also rewards engaging content, YouTube’s advantage is its connection with Google’s targeting capabilities — making it more precise for reaching specific audiences, especially with paid ads.
– Shorts have prime placement in the YouTube app, including smart TVs, giving them higher visibility.
– YouTube subscribers matter more: both Shorts and long videos appear in 100% of subscribers’ feeds, unlike TikTok and Instagram, which limit organic reach.

This makes repeat views and remarketing campaigns far more effective on YouTube.

Now, product feeds can be integrated directly into Shorts, enabling dynamic product ads.

While Shorts Select reservation ads are aimed at brands with large budgets, most advertisers will benefit more from auction-based ad formats that offer detailed targeting.

Thanks to YouTube’s new 2024–2025 multi-format system, advertisers can now run a single campaign across Skippable In-Stream, In-Feed, and Shorts placements — giving media buyers powerful tools to match each format to specific goals.

Shorts Content Strategy: Focus on Entertainment

Shorts that entertain consistently deliver the best results. When creating content for this format, I focus on six key elements to keep audiences engaged:

Hook them immediately
The first five seconds are crucial. Use fast motion, a surprising statement, or a thought-provoking question — viewers scroll quickly, so grab their attention right away.

Keep it casual
Skip the polished, commercial-style videos. Go for natural, user-generated content — think selfie videos or everyday people in relatable situations.

Use trending sounds
Audio plays a major role in the Shorts experience. Using popular songs or sound clips can increase engagement — just make sure the tracks are licensed or available through YouTube’s music library.

Make it fun
Short-form content works best when it’s upbeat or funny. Even serious topics can benefit from a creative, lighthearted approach. Fast edits, playful effects, and text on screen help keep the energy up.

Stick to one message
Don’t overload the viewer. Each Short should focus on a single product or idea. Even if the ad can’t include clickable links, you can still prompt action by encouraging viewers to check your channel or search your brand.

Analyze and improve
Monitor your performance in YouTube Analytics — look at how many people finish the video, like, share, or click. If one video does well, break down why — was it the intro, music, or topic? Use those insights to create similar content and expand it across Reels, TikTok, or Stories.

Also track how Shorts contribute to gaining new subscribers and how well they show up in YouTube search. Unlike TikTok and Reels, which often fade quickly, Shorts can continue to attract viewers long after posting.

That’s why Shorts offer a more lasting and valuable return for your brand’s online growth.

Why YouTube Shorts Can Be a Game-Changer

YouTube Shorts stands out among short-form video platforms by offering several powerful benefits:

• Massive reach and reliability – Leverage YouTube’s huge global audience and well-established ecosystem.
• Stronger ad performance – Viewers spend 90% more time watching Shorts ads than on other platforms.
• Fast growth potential – Great for quickly building your channel and gaining subscribers.
• Integrated content strategy – Easily guide users from Shorts to long-form videos.
• Monetization – Take advantage of YouTube’s Partner Program and ad tools for revenue.

To succeed with Shorts, your content should be entertaining, eye-catching from the first seconds, use trending sounds, and include a clear call to action.

Support your growth with smart strategies: optimize metadata, share content across platforms, stay engaged with your audience, collaborate with creators, and post consistently.

While TikTok and Instagram trends often disappear fast, YouTube Shorts offer ongoing visibility thanks to the power of YouTube search—giving your brand long-term exposure and results.

This article available in Ukrainian.