YouTube Puts Emphasis on Short-Form Content

By Connor O’Shea

You can call it the TikTok Effect. Google/Alphabet-owned YouTube has focused its attention on short-form content – defined as content that runs less than a minute while having more real estate and prominence on screens. After being globally released in July 2021, YouTube Shorts averages over 30 billion daily views. Social analytics platform Tubular recently released its Q2 2022 Social Video Trends Report and shared the following insights:

  • Short-form YouTube videos saw their total overall viewership rise 135% in Q2 2022 vs. Q2 2021.
  • Short-form content on YouTube is driven primarily by creators, with 95% of it coming from individuals (as opposed to media companies and other video publishers).
  • Short-form videos accounted for 57% of all YouTube video views in Q2 2022 vs. just 21% in Q2 2021.


Here at Wahl Media, our team prides itself on staying up to date with digital trends and testing strategies to ensure our clients’ success. We run YouTube campaigns for a variety of clients in a many different industries and have seen first-hand the positive impact YouTube can have. Some insights about YouTube ads include:

Screenshot 2022 08 17 135015 300x58 - YouTube Puts Emphasis on Short-Form Content

At the 2022 Google Marketing Live event in May 2022, Google announced some exciting news: “We want to help you reach people immersed in short-form content. Later this year, you’ll also be able to connect your product feed to your campaigns and make your video ads on YouTube Shorts more shoppable. We’ve been experimenting with ads in YouTube Shorts since last year, and we’re now gradually rolling that out to all advertisers around the world. This is an exciting milestone for advertisers, and a key step on our road to developing a long-term YouTube Shorts monetization solution for our creators, which we’ll share more about soon.”

We are excited to deep-dive into these new offerings to learn more about them and introduce them to our clients. The digital landscape is always changing, and we here at Wahl Media are always optimizing our own best practices to stay relevant.