In just a few years, YouTube has undergone a spectacular turnaround, with the rise of shorts, the adoption of multiscreen formats and the emergence of true social television. Now, influencers, creators and brands are reinventing their strategies, seeking to capture an increasingly connected and demanding audience. Here we take a look at a transformation that is redefining influence and marketing on the web's most powerful video platform.
Faced with the rise of short-form content and the diversification of uses, influence on YouTube is changing face. This article explores how Shorts, sophisticated digital production and social TV dynamics are shaking up the codes of creation, business and engagement on YouTube. Creators, brands and viewers are no longer playing by yesterday's rules.
YouTube shorts: a pillar of the new digital influence landscape
Launched to rival TikTok and Instagram Reels, YouTube's Shorts feature has established itself as an essential strategic tool for content creators, brands and even viewers. This vertical, ultra-short format, designed for mobile, enables videos to be posted lasting between a few seconds and 3 minutes. Its success is striking: in 2025, YouTube Shorts accumulated more than 70 billion global views every day, reaffirming the power of attraction of short-form content in the digital ecosystem.
As a result, YouTube is no longer associated solely with long-format and documentaries. Shorts are profoundly changing user habits. With just a few gestures, users can discover new talent, explore diverse universes and immerse themselves in a fast, effective and visually striking narrative.
- Accelerated engagement: The format encourages immediate interaction through likes, shares, comments and subscriptions.
- Greater accessibility: For new creators, the barrier to entry is lowered: no need for professional equipment or complex set-up.
- Test and learn: Shorts are often used as idea laboratories, allowing real-time evaluation of audience preferences before launching a full-length production.
- Synergy of formats: A success on Shorts is frequently echoed on traditional channels, increasing the visibility of classic videos.
To better understand the rise of Shorts, let's look at the journey of a fictional creator, Léa, who is passionate about responsible cooking. Her first short video - an anti-waste tip - goes viral, garnering 1.5 million views in two days. Building on this success, Léa went on to develop longer-format videos on the same subject, building a loyal community who joined her in sponsored videos and collaborations with green brands.
From an analytical point of view, the YouTube algorithm has evolved to recognize and value quality engagement. It's no longer just raw views that count, but above all the quality of interactions: time spent, comments, shares, playlist additions. Creators therefore need to design videos that are impactful from the very first seconds, often rhythmic, visual and concluding with a call to action.
It's worth noting that the role of YouTube's integrated analysis tools has grown. They now distinguish "engaged view" from simple "view", a key point for brands wishing to measure the true impact of their campaigns. A Short that generates high retention gains increased exposure in recommendations.
| Key benefit | Impact for the designer | Brand value |
|---|---|---|
| Massive reach | More views in less time | Launching high-impact products |
| Easy to create | Rapid innovation at low cost | Opportunity to multiply creative experiments |
| Strong commitment | Community loyalty | Fast message transmission |
| Accelerated discovery | Reaching a global audience | Opening up new markets |
The growing importance of Shorts is forcing brands and agencies to rethink their influencer marketing strategies on YouTube. Campaigns such as those by L'Oréal and eco-responsible brands demonstrate the format's effectiveness in targeting Generation Z and young adults. To find out more about the place of nano- and micro-influencers in this new ecosystem, discover the full analysis on nano-influencers and their key role.
YouTube shorts: what's at stake for the future of influence?
The exponential growth of Shorts also impacts the progression of advertising revenues for creators, and changes the way the algorithm propels the notoriety of a piece of content. In a "test and learn" logic, creators are testing new topics on Shorts before developing longer, more expensive formats - a winning strategy for maximizing engagement and ROI, detailed in the article on the quality-quantity dilemma in influencer marketing.
The trend towards shorter videos does not, however, detract from the value of longer content, especially when it comes to reaching audiences in front of their connected TVs, an aspect that the next sections will address in detail, notably through the emergence of social TV and multi-format on YouTube.
Digital production and the move towards social television: codes, dynamics and opportunities
Far from limiting itself to the Shorts craze, YouTube has transformed creation and broadcasting practices with the multiplication of innovative devices. Content is no longer designed solely for mobile devices - it's now taking over the big screen and adapting to the logic of social television, symbolizing a revolution in usage.
A striking phenomenon, confirmed by data from 2025: YouTube consumption on connected TVs is exploding, amplifying the audience migration towards longer formats, video podcasts and professional shows. Creative studios, inspired by the likes of Netflix and HBO, are developing original series, immersive 4K formats and interactive live shows. YouTube is becoming "the new television", accessible on all screens, at all times, in personalized mode.
- Upmarket production: Creators become directors, showrunners and producers, confirming the professionalization of the sector.
- Hybridization of formats: long-form, short-form, video podcast, live... Diversification enables us to reach a variety of audiences and optimize available screen time.
- Video podcasts explode: YouTube's powerful recommendation algorithm makes discovering new content intuitive.
- Localization and international openness: Tools such as automatic subtitles, multi-audio and translation via Aloud open up unsuspected markets to non-English-speaking creators.
The case study of "La Pause Gaming", a French channel, is a perfect illustration of this evolution: from simple gameplays on cell phones, production has shifted to weekly live shows, animated like real talk-shows with guests, live voting and Q&A. As a result, community loyalty has grown, and attention is now focused on hour-long videos, consumed directly from the family sofa.
| Format | Typical use | Back to designers | Added value for the brand |
|---|---|---|---|
| Shorts | Discovery, virality, rapid tests | Wide reach, instant feedback | Product launches, campaign teasers |
| Long formats | Storytelling, tutorials, themed series | Loyalty, in-depth study of subjects | Branded content, lasting commitment |
| Video podcasts | Discussions, interviews, expert opinions | Immersion, passive engagement, increased monetization | Image association, shared values |
| Live interactives | Events, Q&A, real-time gaming | Direct interaction, event-driven | Participatory experiment, data collection |
Social TV on YouTube is also an opportunity for viewers to participate in the evolution of content. Votes, real-time comments, contributions to moderation, engaged communities: the audience becomes a central player in the success of a channel.
According to a recent study, 45 % of users say they prefer to follow their favorite creators during lives or first collective broadcasts, proof that the social dimension boosts engagement.
How analytical tools are changing the game for designers and brands
The integration of new indicators - such as drop-off points, key replays, new/old viewer segmentation - offers personalized audience management. Creators can adjust their editorial calendars, tone and subject matter according to the peaks and troughs of engagement detected.
For brands, these fine analyses make it easier to select the best profiles, optimize campaign timing and orchestrate authentic, long-term collaborations.
Want to understand why micro-influencers and strategic collaborations are becoming the secret of innovative brands? Read this dossier on micro-influencers and authenticity or this comparative analysis of micro vs macro-influencers !
Key example: the rise of the video podcast and the leverage effect on engagement
Video podcasts enjoy considerable leverage thanks to the YouTube platform: ease of discovery, passive engagement "on the couch", but also the ability to transform into a medium for community discussions and innovative monetization (merchandising, super chats, product placements). This movement is influencing planning campaigns, often designed with multiple entry points between shorts, podcasts and complementary long-form videos.
The move towards social television requires creators to think globally about their image, their content and their modes of interaction with the community. To find out more, read the full analysis on influencer marketing on YouTube in 2025.
Influence strategies, collaborations and perspectives: how to shine on YouTube tomorrow?
The transformation of the YouTube landscape calls for more sophisticated influence strategies. Creators, whether nano, micro or already stars, are becoming more professional and multiplying their sources of income: advertising, partnerships, affiliations, sales of derivative products. This proliferation also benefits brands, which now have a pool of credible ambassadors, experts in their niche, capable of reaching highly specialized segments.
- Long-term collaboration: Brands prefer to build ongoing relationships that are more strategic and effective than one-off campaigns.
- Diversified monetization: Creators benefit from views, advertising and live donations, without relying solely on sponsored partnerships.
- Simplified internationalization: thanks to Aloud and automatic localization, the reach of content extends far beyond language borders.
- Influencer selection: Analysis tools help identify the most relevant profiles according to target, perceived authenticity and engagement potential.
- Ethics and guidance: Supporting influencers is becoming a crucial issue. Find out more about this key topic in our file on influencers.
The question of fair remuneration also remains central. In 2025, transparency and fairness are under close scrutiny by communities and advertisers alike. For a more in-depth look at this complex subject, the complete resource on salary and remuneration of influencers details industry trends.
| Influencer Type | Community size | Preferred areas | Key benefits |
|---|---|---|---|
| Nano-influencers | 1 000 – 10 000 | Niches, regional, strong commitment | Authenticity, lower costs, close proximity |
| Micro-influencers | 10 000 – 100 000 | Passion, lifestyle, tech, food, family | High credibility, close-knit community |
| Macro-influencers | 100 000 - 1M+ | Consumer, entertainment, fashion | Massive reach, media power |
The future of influence on YouTube rhymes with creativity, adaptation and agility. The creators who win are those who know how to combine authenticity, innovation and relevant content. As far as advertisers are concerned, betting on these emerging profiles or specialists pays off, particularly for product launches or campaigns with an international reach.
It is essential for every player to keep abreast of developments - from the rise of female influencers (see the exclusive survey) to CSR issues (dossier Ecological impact ).
Insights and innovations that will shape tomorrow's YouTube
Among the emerging trends, increasing automation of content translation via AI is enabling European, Asian and African creators to export on a massive scale. At the same time, the integration of analytical tools generating instant insights is guiding editorial choices and refining marketing strategies. Last but not least, the rise of social television is driving ever-greater hybridization between short, long and interactive formats. Brands find it a playground in which to invent, test and validate all kinds of agile campaigns, in phase with the new behaviors of connected audiences, as detailed in this influencer marketing expertise article.
For professionals wishing to capitalize on this revolution, working with influencer marketing specialists is a strategic choice. ValueYourNetwork, backed by hundreds of successful campaigns and a wealth of expertise since 2016, is the ideal ally to orchestrate authentic collaborations, identify the most relevant influencers and powerfully connect brands and creators. Give your brand a new lease of life or boost your YouTube presence, contact us from now on.
FAQ : Shorts, production and social TV on YouTube
Why are YouTube Shorts essential for influence in 2025?
YouTube Shorts are a must, as they offer fast, massive visibility thanks to their short, viral format. This type of content facilitates the discovery of new creators and enables brands to effectively reach young, engaged audiences, while testing ideas at low cost.
How has digital production on YouTube evolved with social TV?
Digital production has evolved to combine professional quality, long formats adapted to the big screen and strong community interaction. Social television has prompted creators to develop interactive programs, video podcasts and live shows that value viewer participation and collective involvement.
What are the advantages of nano and micro-influencers on YouTube today?
Nano and micro-influencers enjoy a high degree of authenticity, commitment and closeness to their communities. For brands, collaborating with them enables them to reach specific niches and ensure a return on investment that is often superior to mass campaigns.
How does the YouTube algorithm favor engagement on shorts and long videos?
The algorithm emphasizes viewing pleasure, retention and authentic interactions. A high-performance Short can boost the visibility of longer videos, with the two formats feeding off each other to maximize engagement and retention.
What strategies should you adopt for a successful influencer marketing campaign on YouTube?
To succeed on YouTube, you need to mix ephemeral formats with in-depth content, surround yourself with creators selected for their authenticity and understanding of the target audience, and exploit analytics tools to adjust in real time. Long-term collaboration and co-creation of value are essential.
How does YouTube facilitate the localization and internationalization of content?
YouTube offers automatic subtitles, multi-audio and, from now on, video translation by artificial intelligence. These innovations enable creators to reach global audiences, adapt their content to different markets and optimize international monetization.
What new analytical tools will be relevant to brands in 2025?
New tools include fine-tuned audience segmentation, dropout point detection, access to retention curves and qualitative engagement analysis. These tools help brands refine their targeting and precisely measure the impact of each campaign.
How is social TV shaking up video consumption on YouTube?
Social TV transforms consumption into a collective, interactive experience. Viewers comment live, influence the course of lives and participate in content creation, strengthening their loyalty and the effectiveness of influence strategies.
Which sectors are benefiting most from the Shorts and social TV revolution on YouTube?
The fashion, beauty, gaming, lifestyle and cause-related sectors are particularly benefiting from this revolution. Their ability to inspire, innovate and engage the community fits perfectly with the codes of short formats and social TV.
What's the difference between a viral success on Shorts and a successful long-form YouTube campaign?
A viral success on Shorts generates a rapid audience peak, ideal for launching a product or an idea. A long-form campaign builds loyalty and relational depth, useful for establishing a brand or developing complex messages over time.