If you think YouTube Shorts is just another short-form feed, you’re looking at it wrong.
YouTube does short-form within an ecosystem built for discovery and intent. Unlike the doom scroll, audiences choose what they watch on YouTube, and brands that lean into that intentional behaviour get better attention and better outcomes.
40% of Shorts users aren’t on TikTok or Reels, proving YouTube isn’t about replicating an existing strategy; it’s about drawing on what makes it unique. What makes the platform a non-negotiable for brands looking to reach 2.7 billion monthly active users is its sophisticated advertising ecosystem and approach to creator-led media.
Here’s what that means for marketers who want growth, not just reach.
Why YouTube Shorts?
There are many reasons why Shorts belong in your creator strategy. But in short (pun intended), their superpower is discoverability. They grab attention, hook users, entertain, inspire and educate. But Shorts don’t just get attention. They feed into the rest of YouTube’s ecosystem: long-form, channel growth and of course, paid media. It’s a format that scales beyond its first impression, so if you’re still thinking YouTube Shorts for brands is just about quick reach, you’re under-leveraging it.
Creators + Shorts + Partnership Ads = highly strategic format
Some brands still treat creators as an organic strategy, disconnected from paid media. We get it, the lines can blur, systems can be challenging to shift, and creators are great for organic reach and engagement.
On YouTube, creators are at the centre of strategy.
Creators generate the content that audiences intentionally choose to watch. That matters because audiences trust their voice and behave differently to their content. They watch it for longer, subscribe to it and share it. Research shows 67% of viewers believe YouTube creators craft the most impactful content when considering a purchase.
But, YouTube doesn't stop at trust and consideration; they're closing the loop on full-funnel performance by connecting creator videos directly into ad campaigns through Partnership Ads. Powered by BrandConnect, brand-led and creator-led content now live in the same performance stack.
When brands run creator videos in the Shorts feed via these ads, they see up to 20% higher conversion than brand-led ads.
This isn’t "creator as amplification”. It’s creator as a performance asset.
Performance is about connection and context
Traditional performance thinking is clicks and efficiency.
Modern performance thinking is connection and context.
YouTube is evolving media buying and measurement so brands can see how creative resonates inside the platform, not just how much it costs. That’s where the BrandConnect API comes in.
The BrandConnect API lets you programmatically link creator content into media campaigns at scale. Instead of manual uploads and messy processes, you can automate and measure the content flow between creators and paid campaigns. That unlocks rapid iteration, real performance learning and deeper insights into what actually works on YouTube.
Creative that connects gets better attention. Attention that lasts gets better outcomes. YouTube is building the tools to track that, not just tally views.
What this means for marketers right now
Here’s the reality.
If your strategy still treats creator content and paid media as separate line items, you’re leaving impact on the table.
Creators aren’t optional. Their content belongs in paid media. Your ROAS will thank you for it.
Shorts aren’t just another short-form video format. They connect attention with retention inside YouTube’s pioneering long-form video ecosystem.
YouTube aren’t slowing down. They’re investing in the tools to make running creator-led campaigns faster, easier, more versatile and higher-performing.
The question for marketers is simple.
Are you ready to leverage what YouTube is building in the right way?
Get in touch with our team below to learn more about what’s possible.
