YouTube Shorts: Is It the Right Platform for Your Brand? A Guide to Short-Form Video Advertising

The average adult attention span is now estimated at just 8-to-12 seconds — which is officially shorter than a goldfish’s. Still with us? Good. That means you’re already ahead of the game.

In a world where scrolls are endless and attention is fleeting, getting your brand’s message across quickly isn’t just smart — it’s essential. Enter YouTube Shorts: Google’s answer to the short-form video advertising craze. It’s built for speed, visibility, and scale, giving brands a powerful way to boost audience reach, build brand awareness, and run effective mobile-first campaigns.

How to know if YouTube Shorts is a good fit for your brand

When evaluating Shorts for your brand, it’s important to consider factors such as:

Are you looking to generate more brand awareness?
Can you easily create short-form videos?
Is your target audience aged 25–34, and based in the U.S. and/or India?
Are you seeking a TikTok alternative?
Can you A/B test video content?

If you answered yes to most, YouTube Shorts could be a strong addition to your strategy. Launching globally in July 2021, Shorts offers low CPM, lift studies, and Google Ads precision — making it the savvy marketer’s playground for testing bold, mobile-first creative. Brands with strong creative assets should test Shorts alongside other video formats to identify what drives the most impact before going all in.

Why now is the time to advertise on YouTube Shorts

YouTube Shorts is still in its early stages for advertisers, which means a chance to capture attention before the platform gets crowded. While Shorts isn’t a one-to-one replacement for TikTok and Instagram Reels in terms of reach or culture, it is a smart hedge — especially given the uncertainty around TikTok’s future. Think of Shorts as a complementary channel, not a carbon copy. Now’s the time to test, learn, and sharpen your strategy.

YouTube Shorts dos & don’ts

When it comes to YouTube Shorts, knowing the dos and don’ts of creative best practices can make or break a campaign’s performance. Here are a few key reminders to keep your brand on track.

YouTube Shorts creative best practices

To ensure your content is up to par, marketers should take advantage of Google’s ABCD reports — a data-backed framework designed to help advertisers create high-performing video ads, especially on YouTube and YouTube Shorts (if you have access). Here are a few key takeaways:

DOs

Branding & visibility: Show your brand/products within the first 5 seconds
Clear call to action: Tell viewers exactly what action you’d like them to take (like “click to learn more” or “buy now”)
Audio & text: Use trending audio and purposeful captions
Strong hook: Instantly grab attention within seconds using clear, relevant, and emotionally engaging visuals or messages that quickly communicate value and spark curiosity
- Example (for a skincare brand): text or audio displayed on screen: “Wait — did you know this one simple trick can save your skin in just 10 seconds?”
Test & learn: Treat Shorts as its own playground — content, creative, and messaging may perform differently than on TikTok or long-form YouTube, so stay open to experimentation
Tailor your content: Refresh your text overlays, focusing on one clear message, and optimize for mobile viewing

DON’Ts

Be mindful when recycling organic content: Shorts reach new audiences who need fresh content. Simply reposting from TikTok or trimming long-form YouTube can lead to lower engagement and creative fatigue. For example, a product demo that worked on TikTok with heavy text overlays might feel cluttered or out of sync on Shorts
Don’t drag it out: Attention is fleeting on Shorts. The faster that product presence is established, the more time viewers have to engage with a brand’s message. Aim to showcase products or branding within the first 3–5 seconds to drive stronger brand recall and boost overall awareness
Don’t skip subtitles: Accessibility drives performance. In fact, 21% of YouTube Shorts viewers watch with the sound off, making captions and subtitles crucial for capturing and retaining attention

So — is YouTube Shorts right for your brand?

If your brand is targeting mobile-first users, experimenting with bold creative, and aiming to stay ahead of the competition, YouTube Shorts is an ideal channel to expand your media mix. Whether driving brand awareness, boosting engagement, or launching a new product, Shorts can help brands capture attention quickly and turn curiosity into action. To get started, test a variety of short, punchy videos with broad audience targeting — then, leverage performance insights to optimize creative and narrow in on high-value audience segments to scale what works most effectively.