YouTube Shorts: Everything You Need to Know in 2025

YouTube has always been the place for long-form video, but as consumer behaviour has rapidly evolved, so has the platform. In response to the demand for mobile-first, short-form content - YouTube Shorts has grown into a snackable content powerhouse with over 70 billion daily views, since their launch in September 2020.

Fully integrated into the YouTube ecosystem, Shorts videos give you an opportunity for wider discovery, engagement, and sustained growth by complementing your long-form content.

If you're not already using Shorts as part of your content strategy, now is the time. If you are, this guide will help you do it even better in 2025!

What are YouTube Shorts?

First, let’s take a step back and get on the same page about exactly what YouTube Shorts is and how they have developed. Google’s answer to TikTok and Instagram Reels it’s designed for bite-sized, mobile-first video discovery. First launched in India in 2020 at 15 seconds maximum, they have now evolved to a maximum length of 3-minutes to give you more flexibility to tell your story - this increase in length was a top requested feature by creators and brands.

While Shorts don't have a standalone app like TikTok, they're deeply embedded in YouTube’s experience. They appear in a dedicated ‘Shorts’ tab on YouTube online, the mobile app and now even have a row in the subscriptions feed on the TV app. Viewers can discover them:

On the YouTube homepage
Via the Shorts tab
In channel shelves
Through hashtags and search
In the subscriptions feed on the TV app

Unlike traditional YouTube videos, Shorts is designed to grab attention instantly. That means fast pacing, concise storytelling, and content that entertains or informs in seconds.

How does YouTube Shorts work

You can create YouTube Shorts videos directly in the YouTube app using built-in tools like music, filters, captions, and effects. Or, upload them from the desktop version, as long as they meet the 9:16 vertical format.

Tapping a Short video launches a swipeable vertical player where clips auto-play and loop, encouraging extended viewing.

Bear in mind your viewers are scanning your content more quickly within Shorts. They will see your channel name, and title. Descriptions, whilst not visible, are still an important to index your content against the relevant topics. So, use a short and engaging version of your longer templates.

Users will also see all the interactive features, such as:

Like/dislike buttons
Commenting and sharing
Subscribe button
Audio reuse and remix links
Related content links

Keep reading to understand exactly what opportunities you have with YouTube shorts.

What’s new in YouTube Shorts (2024–2025)

Shorts creation and performance tools have gotten smarter, faster, and more integrated in recent years as it has been developed as a meaningful rival to platforms like TikTok and Instagram. Here are some of the most important recent updates that you should be aware of, as a brand marketer:

AI-driven creation tools

At the start of 2025 YouTube CEO Neal Mohan said: “We’ll continue to responsibly harness the power of AI to enhance the YouTube experience for everyone.” This means using AI tools to empower your brand, but not lead your content creation. With that AI-driven features have become more accessible, making it easier than ever to generate ideas, edits, and even visuals:

Veo, YouTube’s generative video AI, helps creators with everything from scripts to final edits and will soon be upgraded to Veo2.
Dream Screen allows you to generate AI-powered backgrounds by typing a prompt.
The YouTube Inspiration Tab provides tailored video ideas based on trending topics in your niche.

Improved in-studio editing

The YouTube Shorts editing suite has also had significant upgrades in the last year:

Beat Sync matches your clips to music automatically.
Remix tools let you build on existing content, from other Shorts or long-form videos.
Voice dubbing and multi-language audio are being rolled out for Shorts, making content more accessible to global audiences.

Future interactive features

YouTube is currently testing interactive elements within Shorts like:

Quizzes
Polls
Stickers

These features aim to drive deeper engagement and create two-way interaction. They are great for educational, entertainment, and brand content and valuable in community building.

If you want to stay up to date on more new features coming to YouTube and what they mean for your brand follow us on LinkedIn.

YouTube has changed how Shorts views are counted

A view is now recorded each time a Short starts to play or is replayed, even if it's for a short amount of time. Previously, a view was only counted after a Short had been watched for a certain number of seconds.

This puts shorts in-line with other short-form video platforms and highlights the importance of optimising your YouTube Shorts for organic discoverability.

How the YouTube Shorts Algorithm works in 2025

The Shorts algorithm is tuned for rapid engagement! Similar to long-form it looks at key engagement metrics, like how quickly people interact and whether they watch the whole video, swipe away, like, comment, or rewatch - but ultimately Shorts (in contrast to the original (long-form) side of Youtube) is reliant on swipe based discovery not search - with the majority of views coming from the feed itself.

This means that Shorts videos need to be measured in different ways. The Shorts algorithm is based on a user's watch history, content trends, and previous engagement. And, unlike long-form video, click-through rate (CTR) isn’t a ranking factor, since users don’t actively click Shorts - they swipe through them.

In 2025, YouTube now also gives Shorts more time to perform, so virality is no longer limited to 48 hours. Videos can gain traction over weeks, especially if reused audio or hashtags trend.

Creators and brands now have access to detailed Shorts-specific analytics in YouTube Studio, including:

Viewer drop-off points
Retention rate
Performance by audio or remix activity

Creating effective Shorts in 2025

Strong Shorts start with a strong concept. Think about the audience first and what’s going to stop them from swiping.

Prioritise the hook: Grab viewers' attention immediately with content that evokes curiosity and intrigue about your brand.
Optimise thumbnails for branding: While less important for initial discovery, thumbnails contribute to a professional channel image.
Adapt storytelling for short-form: Whether you're repurposing or long-form content or creating dedicated shorts, focus on concise narratives and impactful moments.
Optimise your metadata: hashtags, keyword-rich titles, and captions will help ensure your content ranks in front of the right audience.
Link to existing content: use the related video tool to drive viewers to your long-form content.

Why Shorts are a big opportunity for brands

Shorts enable brands to breakthrough in a less saturated flow of content and build awareness quickly. Use them alongside your long-form content to create a community, drive engagement and reach audiences from all over the world, on all devices, at all times.

Shorts are perfect for:

Repurposing long-from content by analysing retention spikes.
Product teases and micro-demonstrations.
Behind-the-scenes looks or team highlights.
Reactive content tied to trends or events.
Community and UGC (user-generated content).
Answering FAQs or responding to comments.

Ultimately, Shorts should support your brands wider YouTube marketing strategy by driving awareness, building engagement, and funneling viewers toward long-form content or CTAs.

Conclusion

YouTube Shorts has evolved from a feature into a full-fledged content ecosystem within the YouTube platform - with tools, insights, and opportunities that rival any other platform in the short-form video space.

Whether you're experimenting with product teases, remixing long-form clips, or building an interactive community presence, Shorts offers unmatched reach and flexibility and should be a core part of your brand’s video strategy.

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