What is YouTube Shorts?

YouTube Shorts is a short-form video feature on YouTube designed for quick, engaging content. It’s YouTube’s answer to TikTok—vertical videos under one minute that users can quickly swipe through on their mobile devices. Shorts allow creators and brands to capture audience attention rapidly with bite-sized, easily shareable videos.

In practice, YouTube Shorts are vertical videos (up to 60 seconds long) presented in an endlessly scrollable feed. Users view one Short at a time, swiping upward to see the next video—an experience similar to platforms like TikTok or Instagram Reels. YouTube provides built-in creation tools directly within its mobile app, enabling creators to quickly add music, captions, filters, and basic edits without needing advanced editing software. Though optimized primarily for mobile viewing, Shorts are accessible on any device and are featured prominently within creators’ main YouTube channels alongside standard videos.

Why does YouTube Shorts matter for marketing?

For marketers and content creators, YouTube Shorts presents an effective way to grow audiences and boost engagement on YouTube. Since its launch in 2021, Shorts has rapidly gained popularity, amassing trillions of views worldwide. This widespread adoption means there’s already a substantial audience seeking entertaining, fast-paced content.

Thanks to YouTube’s algorithm, Shorts can quickly go viral, offering significant exposure even for smaller or newer channels. This powerful discoverability means brands and marketers have an opportunity to expand their reach far beyond their subscriber base.

Example: Imagine you run marketing for a local bakery. You could film a quick, engaging 20-second Short showing how you decorate your signature cupcakes. By adding catchy music and a playful caption, your Short might attract thousands—or even millions—of views, dramatically increasing your brand visibility.

In short, YouTube Shorts provides marketers with key benefits, including:

  • Quick format: Videos are limited to under a minute, perfect for brief, impactful content.
  • Mobile-first: Designed specifically for easy viewing on smartphones, meeting modern viewing preferences.
  • High discoverability: YouTube actively promotes Shorts, allowing content to reach extensive new audiences rapidly.
  • User-friendly tools: Built-in editing features streamline content creation directly within the app.
  • Enhanced engagement: Short videos naturally encourage viewers to like, comment, and subscribe, driving channel growth and audience interaction.