YouTube Shorts: The True Home of Short-Form Video
YouTube Shorts, like the platform itself, remains the most undervalued marketing channel in the industry. The platform’s growth has been nothing short of meteoric, increasing by double or triple digits annually since its release. While TikTok has garnered far more headlines (many for the wrong reasons), YouTube Shorts has provided creators and brands with exceptional visibility, superior searchability, and sustainable growth.
Learn more about the long evolution of short videos on YouTube and why YouTube should be a big(ger) part of your marketing strategy.
What Are YouTube Shorts?
YouTube Shorts are mobile-first vertical videos served through an endless feed that looks similar (exactly) like TikTok’s For You page and Instagram’s Reels player. There is a long history of sharing short clips on YouTube, but the rise of TikTok forced the video behemoth to react.
When Did YouTube Shorts Come Out?
Shorts was initially released as a beta test in India in 2020. It was officially launched in the US in March 2021. Just five months later, it became available worldwide, and it has grown by double digits annually ever since. Its daily view counts increased by 40% from 2023 to 2024, averaging over 70 billion views per day.
YouTube Shorts Lengths and Dimensions
YouTube Shorts videos are designed to be viewed on mobile devices, which makes perfect sense considering that 70% of total YouTube watch time occurs on mobile. The video dimensions and length are what define YouTube Shorts and differentiate them from long-form video content.
YouTube Shorts length: Shorts can technically be up to three minutes long, but there are some important caveats. You can only create videos up to 1 minute long using the YouTube Shorts app, and your content will be subject to music copyright regulations if it’s over 1 minute. That means your video could be blocked if it violates copyright restrictions.
YouTube Shorts sizes: YouTube allows two Shorts aspect ratios. The preferred dimensions are 1080 x 1920, more commonly referred to as 9:16. You can upload square (1:1) videos, but it’s a far less immersive experience and may not perform as well.
Are YouTube Shorts the Same as TikTok?
Without getting too philosophical, yes and no. Both are vertical videos that tend to be shorter than a minute; plenty of overlap there. How TikTok videos and YouTube Shorts differ lies in the algorithm behind them and, ultimately, how they’re served to users. TikTok tends to have shorter, sharper trend cycles, while YouTube Shorts offers brands a bit more stability and slightly less impetus to chase trends.
YouTube Shorts vs. TikTok vs. Reels
| Feature | YouTube Shorts | TikTok | Instagram Reels |
| Max Video Length | 60 seconds | 10 minutes (for most users) | 90 seconds (In-app recording) or up to 15 minutes (for uploads as of late 2024/early 2025) |
| Ideal Aspect Ratio | 9:16 (Vertical) | 9:16 (Vertical) | 9:16 (Vertical) |
| Recommended Resolution | 1080 x 1920 pixels | 1080 x 1920 pixels | 1080 x 1920 pixels |
| Discovery Channel | Dedicated Shorts shelf and YouTube’s standard recommendation system. | “For You” Page (FYP), which is highly effective at surfacing new and niche content. | Reels tab, Explore page, and the main Feed. |
| In-App Editing | Basic tools (multi-segment camera, speed controls, timer). Less extensive than the others. | Most extensive creative tools (AR effects, green screen, voice effects, Duet/Stitch). | Good editing tools (AR effects, timer, alignment, text, stickers, polls). |
| Monetization (Direct) | Revenue sharing for creators (45% share of ad revenue). | Creator Fund and TikTok Shop commissions. | Bonuses and brand partnerships. |
| Content Lifespan | Shorter (burns bright but briefly, around 35 days). | Shorter (burns bright but briefly, around 35 days). | Longer (can pick up steam for weeks/months, averaging around 75 days). |
| Integration/Purpose | Embedded within YouTube; often used as a teaser to drive traffic to long-form content. | Standalone platform built entirely around short-form video, trends, and authenticity. | Embedded within Instagram; benefits from a strong existing social graph and aesthetic culture. |
What Do the Best-Performing YouTube Shorts Have in Common?
If you’re looking to hop on the platform, you can save a lot of time and enjoy better results by following the blueprint shared by the best Shorts content.
A sharp hook: Start the video with a strong visual, bold statement, or mid-action to encourage the user to keep watching.
Chop it up: Use quick cuts and dynamic zooms to keep users engaged and instill a sense of urgency.
Keep it short: Most top-performing videos on Shorts are 15-35 seconds long, which increases watch duration and makes it more likely that the video will loop or start over.
Call it: Use a clear CTA (e.g., drop a comment, like and subscribe, check out the link in the description) to direct users to your main channel or website.
Time it: The best time to post YouTube Shorts varies slightly:
- Gaming: 3 pm, 7 pm, 9 pm
- Education: 9 am, 12 pm, 6 pm
- Fitness: 6 am, 10 am, 7 pm
- Technology: 8 am, 12 pm, 6 pm
- Business and Finance: 7 am, 11 am, 6pm
Keep at it: There’s no golden formula for posting frequency, but 2-4 times per month is a good place to start. If you have a library of vertical videos to upload on Day One, consider starting with 2-3, and then adding one per week until you begin to see solid, consistent results. (Here’s a look at common metrics and terms used in YouTube analytics.)
Why Brands Need to Invest in YouTube Shorts
If you’re already creating content for Instagram Reels and TikTok, growing your presence with Shorts is as simple as uploading to an additional platform. All three platforms used the same primary dimensions, and there is plenty of overlap in video duration.
There are some specific benefits to posting YouTube Shorts, too, including:
Wider audience: 40% of Shorts viewers aren’t on TikTok or Instagram, which means your “recycled” content is brand new to them!
Better search: YouTube is the second-largest search engine after Google, so your users are much more likely to discover your content on the platform. Google is testing a “Short Videos” tab for mobile search to serve Shorts content from the traditional search engine results page (SERP). (Sorry about the acronyms – here’s your cheat sheet.)
Marketing efficiency: Make the most of what you got! If you already have a library of vertical videos from Instagram or TikTok, use them on YouTube Shorts. You can also create cut-down versions of your existing YouTube content directly in the YouTube editor app. We also recommend creating new short-form videos based on top-performing blog content you’ve already drummed up – just recap what your audience needs to know in 60 seconds or less!
International appeal: YouTube Shorts is already the top short-form video platform for product discovery in Europe, the Middle East, and Asia, and with TikTok’s future (still) murky in the US, it’s a safe, reliable investment for most brands.
Our social media team will help you decide whether YouTube Shorts is a good opportunity for your brand or if there are greener pastures on other platforms.
This Is Just the Short(s) Explainer
YouTube marketing is a world unto itself, and Oneupweb has plenty of experience on the platform. We’ll put together a hand-picked team of marketing experts to identify the most cost-effective ways to elevate your brand using YouTube Shorts and other social channels. Expect top-notch communication, clear strategies—and results. Ready to get started? Get in touch or call (231) 922-9977 today. (Tomorrow is cool, too.)
