While many TikTok alternatives are emerging, Code3 Search Strategists suspect YouTube Shorts will emerge as a clear winner with increased traction among users and creators. Already established, and owned by Google, YouTube Shorts has advertising readily available and is a stable place for brands to land amidst the TikTok uncertainty.
Let’s take a deeper dive into what YouTube Shorts is, and why it’s a practical alternative for TikTok budgets.
Why YouTube Shorts?
YouTube Shorts has quietly become a dominant force in short-form video, with 2 billion monthly logged-in users consuming 70 billion daily views. While these numbers are impressive on their own, recent studies highlight that YouTube Shorts is not just another short-form platform—it’s a unique ecosystem that brings unparalleled value to creators, advertisers, and audiences.
One of the biggest advantages of YouTube Shorts? It’s already established and has its own ecosystem, it’s not just a platform trying to be just like TikTok or Reels. In fact, research shows that 40% of YouTube Shorts users in the U.S. are not on TikTok or Instagram Reels at all. This presents a significant opportunity for brands to reach an untapped audience that isn’t already saturated with competing short-form content.
YouTube is Gen Z’s Favorite Platform
While TikTok has long been associated with younger audiences, Gen Z’s favorite platform is actually YouTube. From entertainment to education, Gen Z turns to YouTube not just to watch their favorite creators but also to search for information, discover new products, and engage deeply with brands.
Better Long-Term ROAS & Ad Effectiveness
Beyond organic content, YouTube Shorts offers a superior advertising environment. According to Google, brands investing in YouTube Shorts see 2.3x higher long-term ROAS on average compared to paid social. Moreover, YouTube Shorts ads are viewed longer, more liked, and perceived as more personally relevant than TikTok ads.
And when it comes to ad recall, YouTube Shorts delivers a 20% higher ad recall rate than Instagram Reels, making it an incredibly effective channel for brand awareness campaigns.
Higher Viewability Standards
Not all "views" are created equal. YouTube holds itself to higher standards than TikTok and Meta. On cost-per-view (CPV) campaigns, YouTube considers a Shorts ad view at 10 seconds, while TikTok registers a view at just 6 seconds. Additionally, for Reach campaigns, YouTube counts a view at 10 seconds, while TikTok equates a view to an impression — just 1 second. These differences show that YouTube Shorts views hold more value and lead to stronger audience engagement.
Whether or not the platform will be banned, TikTok is facing an uncertain future and the digital ecosystem is going to shift. Code3 Social Strategists recommend that brands begin testing alternative platforms, and YouTube Shorts is a great place to begin with.