YouTube is emphasizing the growing influence of Shorts, its short-form video feature, as a key marketing tool for brands. A new report, based on insights from eMarketer, highlights how businesses can leverage Shorts to engage consumers, particularly by partnering with content creators – based on data that might also apply to other video content on other social platforms, such as Instagram reels.
Shorts has seen significant growth, with daily views reaching an estimated 90 billion, up from the 70 billion reported in early 2024. Additionally, 2 billion users now watch Shorts content each month, reinforcing the platform’s dominance in short-form video consumption. According to YouTube, this surge in engagement presents a valuable opportunity for brands to connect with audiences through advertising and creator collaborations.
One of the report’s key findings is that YouTube users are highly receptive to creator-driven promotions. Compared to other platforms, YouTube viewers tend to place more trust in content creators, many of whom have built loyal followings over years of content production. This trust mirrors the connection audiences once had with traditional television personalities, making creator partnerships a powerful tool for brands looking to drive engagement and conversions through Shorts.
The report also offers strategic insights on how businesses can optimize their Shorts marketing strategy, including recommendations on the types of creators that generate the highest engagement. YouTube’s BrandConnect feature is highlighted as a resource for brands to identify and collaborate with relevant creators for their campaigns.
As short-form video continues to dominate digital media consumption, YouTube’s latest insights suggest that brands willing to embrace Shorts and creator-driven content may have a competitive advantage in reaching and influencing consumers.
