Why Advertisers Are Doubling Down on YouTube Shorts in 2025
As the short-form video landscape continues to evolve, YouTube Shorts is emerging as a major player in the race for ad dollars. With over 200 billion daily views in Q2, brands and agencies are rapidly increasing their investment in the format and for good reason.
According to recent reporting by Digiday, agencies like Tinuiti and Markacy are seeing strong momentum across YouTube Shorts campaigns, citing efficient CPMs (as low as $5), expanded creative control, and new campaign types like Demand Gen as key growth drivers. Read the full article here.
What’s fueling this shift? It’s a mix of performance, scale, and newly unlocked advertiser tools. Google has introduced standalone Shorts placements within key products like Video Reach Campaigns, Video View Campaigns, and YouTube Select, making it easier than ever to run targeted, Shorts-specific strategies.
Agencies report that many clients are now reallocating spend toward Shorts-first creative, especially as performance continues to outpace other platforms. What’s more, data from Google suggests a significant portion of Shorts viewers aren’t active on TikTok or Instagram, opening up new audiences for brands looking to expand reach.
From AI-powered editing tools to expanded monetization options for creators, YouTube has been laying the groundwork to make Shorts not just an alternative to TikTok and Reels—but a must-have in every media plan.
At Captiv8, we’re continuing to track how creator-led strategies are evolving across platforms. If you’re looking to explore new ways to scale short-form video campaigns or want to connect with creators already seeing success on Shorts, our team is here to help.
About Captiv8
Captiv8 is the leading influencer marketing platform that empowers brands to connect with consumers through authentic creator partnerships. By leveraging cutting-edge technology and data-driven insights, Captiv8 helps brands drive engagement, loyalty, and sales in the ever-evolving social landscape. Rated the #1 Best Influencer Marketing Company by MarTech, Captiv8 is also the enterprise marketer’s choice influencer tool. Captiv8 is ranked #1 Influencer Marketing Software for Enterprise Businesses for ten consecutive quarters and a Leader in Affiliate Marketing by G2.
