Insights from The Platform 2025 reveal why YouTube Shorts is emerging as the most stable, scalable short-form solution for brands.

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After attending The Platform 2025, Gatesman team members walked away with a standout takeaway among countless brilliant insights: short-form video isn’t just the future of social media consumption—it’s already here.

The TikTok ban scare was a wake-up call for brands and creators alike: Platforms are fickle, but content strategies shouldn’t be. Panelists echoed a shared mantra: Be agile, not dependent. Think channel-agnostic. Build content that can flex, scale and survive the algorithm roulette.

TikTok and Instagram Reels have historically dominated the scroll, but YouTube Shorts is the platform quietly (and powerfully) positioning itself to lead this short-form era. In a shaky social landscape, Shorts is showing up as the most stable, scalable and search-friendly home for video-first storytelling.

Why YouTube? It has what other platforms lack.

YouTube Shorts now gets an average of 70 billion views each day, and YouTube’s annual ad revenue for 2024 amounted to $36.1 billion. Unlike TikTok or Instagram, Shorts sit inside YouTube’s robust ecosystem, giving it:

  • Evergreen discoverability (searchable, not just scrollable)
  • Built-in audience reach via existing channel subscribers
  • The ability to link short-form and long-form content
  • Stronger moderation and compliance tools 
"YouTube Shorts is the perfect landing spot for bold creative in risk-averse categories," said “Let’s Talk Video” panelist, Erika the YouTube Coach (@YourYoutubeCoach), at The Platform 2025.

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Creators Are Already Moving In

Creators at The Platform 2025 voiced a shift: They’re diversifying. They're adapting their TikTok formats for Shorts and prioritizing platforms that reward consistency and reach, not just virality. This allows them to build their following better and test what sticks. They’re also looking for brand partnerships that treat Shorts like their own channel, not an afterthought.

How Brands Can Adapt a Shorts Strategy

  • Build Once, Flex Everywhere
    • Start with storytelling that can live across multiple platforms, but don’t just cross-post the same content. Try customizing intros, overlays, captions and hooks so the content feels native to each platform.
  • Give Shorts a Seat at the Table
    • Don’t treat Shorts like a dumping ground for edited-down videos. Treat it like a core channel with a content calendar, measurable goals and a creative strategy.
  • Pair Shorts With the Full YouTube Ecosystem
    • Use Shorts to drive traffic to long-form content, playlists or product pages. Connect quick hits with more profound stories to create a complete brand experience.
  • Rethink Measurement
    • With Shorts, it's not just about viral spikes. Look at watch time, CTRs and long-tail performance. What ranks? What sticks? What continues to work after you log off for the day?

So, What’s Next? Turning Insights Into Action

The Platform 2025 confirmed what we’ve been sensing: YouTube Shorts is the next frontier in short-form storytelling and is worth seizing now! Need some guidance on building a video-first strategy and owning the scroll? Let’s talk! 

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