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Celia Salsi
July 2024 · 3 min read
Social Module
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All signs point to short-form video playing a prominent role in advertising for years to come. YouTube Shorts have surpassed 70 billion daily views globally, and many leading brands are already taking advantage of the possibility that brings. Now they have the opportunity to do even more.
Google’s Creative Works team sought to determine what the most successful Shorts advertising has in common. Keeping general YouTube best practices in mind, they analyzed over 2,000 Shorts ads to identify their unique DNA and repeatable creative guidance for advertisers.
The team found that the most effective ads shared a certain approach, which they came to call “Shorts-first.” Here’s how brands can take cues from users to make ads that resonate when appearing in the Shorts feed.
People do not hesitate to swipe away videos that bore them, whether they’re organic or branded, so steer clear of aesthetics that feel like a conventional ad. A subtle, low-key tone works better than a sales pitch.
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Get tips for how to create ads on YouTube Shorts, and find out what makes them successful.
In fact, some of the best Shorts ads on YouTube are user-generated content picked up or sponsored by brands. That DIY vibe better matches what viewers see elsewhere on Shorts, making it more likely to resonate. People watching YouTube Shorts have the power to swipe the second something strikes them as irrelevant, so capturing their attention immediately is more important than ever.
Consider using techniques like talking straight to the camera and kicking off with a question, as consumer news platform Consumer Affairs did, to align with the more intimate, personality-driven content your audience is watching. Instead of a celebrity, cast an everyday person and have them use conversational language, as though they were talking to a friend.
YouTube creators are pros at building this rapport with audiences. According to a survey by Talk Shoppe, 73% of surveyed YouTube viewers trust influencers more than big celebrities.¹ You can provide creators with a brief, and they can create something authentic that aligns with your message. Creator-made, short-form video ads linked to your Google Ads account can reach creators’ highly engaged audiences, and they can also appear in a co-branded format that deepens that engagement for you.
Viewers watch Shorts differently from how they watch traditional widescreen videos. It’s a leaned-in, participatory experience, where they’re ready to engage with their feed or swipe to the next video.
When it comes to short-form video, YouTube is a place where people are ready to participate, including with your ads. By being likable and shareable, your ads can break through. We saw over one billion likes on Shorts ads in April of this year.² This ad from Sephora has the right kind of scrappy production value for Shorts, while showcasing the products in action.
Though it can be hard to pin down exactly what makes a video “likable,” the data imparts some hints. Our highest-performing videos tend to hook viewers with details that include calls to action, whether that action is a share or a purchase. With only a limited amount of time to inspire results, being direct pays off.
While custom built, platform-optimized ads tend to shine brightest, marketers should take advantage of their asset libraries to experiment. Repurposed assets are ideal for creative testing across multiple platforms. As you lock in on your YouTube Shorts strategy, bringing successful ads to new audiences is an easy way to get started.
To be a true leader on Shorts, be thoughtful about how you brand yourself and how you command viewers’ attention. Branding should be natural and feel intrinsic to the story you’re telling. For example, if you’re driving awareness, be loud and clear to grab attention. If you’re driving action, include an invitation to participate at the very beginning of your ad.
Chances are, you’ve seen and liked a short-form video. Short-form ads can be just as effective and engaging as your favorite organic, user-generated content. The ABCDs of effective creative still apply, but certain features — such as talking directly to the camera, using a conversational tone, and taking a more scaled-down approach to production — are particularly effective in the short-form video medium. Keep this list of advertising tips handy to make sure your next campaign reflects best practices for awareness, consideration, and action on Shorts.
Senior Director
YouTube Ads Marketing
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Actual results will vary by advertiser.

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