In the spirit of the platform itself, we’ll keep this short and sweet. If your brand isn’t currently utilizing YouTube Shorts as part of your social media strategy, you’re likely missing out on a major opportunity.
Launched in 2021 as YouTube’s answer to TikTok and Instagram Reels, Shorts may be the new kid on the short-form video content block — but it’s rapidly proving to be even more popular than the platforms it was inspired by.
Here are three important reasons you should make YouTube shorts a part of your brand’s social media strategy in 2025:
#1: Incredible Audience Reach
Savvy social media marketers are driven by data, and the numbers driving YouTube Shorts don’t lie. Consider these impressive stats on Shorts:
- Shorts currently receive 70 billion views every day, a metric that has increased by at least 50% every year since the platform launched.
- 40% of Shorts viewers do not use Instagram Reels or TikTok. This means your content will be reaching different audiences than your other social media efforts.
- Shorts receive, on average, 9x more engagement compared to longer-form videos on YouTube.
- Some marketers report seeing a 25% increase in website visitors after starting to utilize Shorts.
Clearly, audiences aren’t just viewing YouTube Shorts. They are actively engaging with them and staying on the platform to keep watching.
#2: Efficient Content Opportunities
One of the best reasons to implement YouTube Shorts into your social media strategy is the simple fact that, in most cases, the content that performs best on the platforms already exists — it just may need to be tweaked to fit the specifications of Shorts.
If your brand has already been posting to Instagram Reels and TikTok, consider downloading some of your best-performing evergreen videos and re-posting them to YouTube Shorts. Because Shorts reach a different audience than these platforms, you can cross-post your previous content to Shorts without worrying about inundating viewers with the same videos.
Even if your organization isn’t currently posting to Reels or TikTok, you can create content for YouTube Shorts more efficiently compared to other types of social video. Some ideas to consider include:
- Editing longer videos about your organization into short-form, “bite-sized” content (such as teaser videos);
- Turning existing thought leadership content (such as blog posts and white papers) into educational videos, like Q&As with staff members or even branded animations;
- Taking advantage of trends. (Check out some of our top tips for utilizing trending sounds here.)
#3: Enhanced Discoverability Options
In addition to the massive audience metrics, one of the key competitive advantages of Shorts is how well it integrates into the broader YouTube (and Google) ecosystem. Unlike TikTok or Instagram, Shorts can more seamlessly guide interested viewers toward longer-form content on your brand’s YouTube channel. This makes it an incredible tool for attracting new audiences into your organization’s sales funnel.
Another key point to note is that Shorts benefit from YouTube’s search algorithm. That means Shorts aren’t just entertaining. They are also highly discoverable and can positively complement your brand’s broader content and SEO strategies.
Here are two examples of how Scooter Media clients are using YouTube Shorts to increase the discoverability of other content:
In this example, client Northern Kentucky Chamber of Commerce is utilizing bite-sized clips and soundbites to drive audiences to check out full episodes of its NKY Spotlight podcast.
Here, client naturaLED is leaning into short clips of its LED fixtures out in the field to attract key audiences and inspire them to visit their website. There, customers can learn more about the product, including detailed specifications and installation instructions.
No matter how you choose to utilize the platform, one thing is clear: YouTube Shorts are here to stay. And brands who utilize them effectively are sure to see results!
Searching for more social media tips? Check out these other posts on the Scooter Media blog:
