Platform features
Shorts
What is Shorts?
YouTube Shorts is YouTube's short-form video format, consisting of vertical videos up to 3 minutes long that are accessible through a dedicated Shorts feed on the YouTube app and website. Shorts are built for mobile viewing and include editing tools for speed, filters, captions, and multi-clip assembly.
When you'd use it
- 1When a brand has an existing YouTube audience and wants to reach them through a short-form feed.
- 2When repurposing vertical video content that already exists for TikTok or Reels.
- 3When the content goal is discoverability on YouTube search combined with short-form video reach.
- 4When a campaign video is under three minutes and suited to mobile, full-screen viewing.
Example
A DIY creator posted 60-second tutorials on YouTube Shorts with titles formatted as search queries like 'how to fix a squeaky hinge in 60 seconds.' Several videos accumulated over 500,000 views over six months, largely through YouTube search, with little contribution from the Shorts recommendation feed.
Use cases
- 1Publishing a vertical product clip in the Shorts feed to reach YouTube users outside the brand's subscriber base.
- 2Repurposing a TikTok series as Shorts to extend the content's life across a second platform.
- 3Using the Shorts format to drive subscribers back to a longer YouTube video linked in the description.
FAQ
Do YouTube Shorts help or hurt long-form channel growth?
The relationship is mixed. Shorts attract a different viewing behavior than long-form video, and subscribers gained through Shorts do not always watch long-form content. Creators who use Shorts to preview or tease long-form episodes, with a clear bridge to the full video, tend to see stronger crossover than creators who run Shorts as a separate, disconnected content track.
Make on-brand short-form video from the footage you already have.