YouTube Shorts Are an Underpriced Opportunity – Practical Ecommerce

YouTube Shorts launched in 2020 using the vertical video format pioneered by Snapchat and popularised by TikTok and Instagram Reels. Following a successful launch in India in late 2020, Shorts rolled out globally in July 2021, achieving rapid growth. Business Insider reports YouTube Shorts surpassed 50 billion daily views in Q1 2023, up from 30 billion the previous year. Shorts is a feature of the YouTube platform that allows users to create and watch short-form mobile-first vertical videos. Shorts are limited to 60 seconds and can include music, text, and other creative elements. Shorts competes with TikTok and Instagram Reels, and the user experience is similar. The YouTube app includes Shorts in the main, lower navigation, while the web page lists Shorts on the left. Creating a Short is also one of the main options when posting from the YouTube app. Shorts users see a feed of popular content that echoes Reels and TikTok’s “For You” page. The content is from all channels, not just followed, presenting brands with an opportunity to reach new audiences. Some brands are even leveraging Shorts to drive sales. Examples Gymshark, a U.K. fitness apparel brand, uses Shorts to showcase workout routines (repurposed from TikTok)
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