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- Why creators are switching from TikTok to YouTube Shorts (and why that matters for DR advertisers) š
Why creators are switching from TikTok to YouTube Shorts (and why that matters for DR advertisers) š
PLUS: 3 examples of direct response advertisers already cashing in on this shift
Ad inventory on YouTube Shorts is explodingāand it's only just getting started. Why? Because creators are flocking to Shorts in 2024. More creators means: | ![]() Author: |
š More monetized, ad-friendly content
š More premium inventory to run against
š A more stable ecosystem (with Googleās backing) to scale inside
And if you want a peek at what top advertisers are already doing to crush it on Shorts - weāve got you.
At the end of this article, weāll share 3 of the best-performing Shorts ads running right now (yes, theyāre swipe-worthy).
Want to brainstorm with us on new ways to scale your business with YouTube Ads (and other performance video platforms)?
Join us for a free YouTube ad brainstorming session here:
But first, letās break down whatās driving this shiftāand why itās opening up a golden window of opportunity for DR marketers who act fast.
1. š° YouTube is actually sharing ad revenue now
Letās be real: TikTokās monetization system has always beenā¦ fuzzy.
Between the Creator Fund (with shrinking payouts) and their new āCreator Rewards Programā (which only applies to super viral videos), most creators end up confusedāand underpaid.
But YouTube took notes!
In 2024, they rolled out a much more creator-friendly model for Shorts:
Hereās the simplified version of how it works:
Pool ā Ads run between Shorts, and the total revenue is pooled.
Calculate ā YouTube splits that pool based on watch time from monetizing creators.
Distribute ā Your āshare of the shareā is calculated based on your video views.
Revshare ā You get paid. No mystery math, no guessing games.
This rev share system means creators are finally making real money from short-form contentāwithout needing to go viral every day or sign weird brand deals.
Oh, and if you're also posting long-form content on your channel? YouTube already has a well-oiled monetization machine for that too. So now, Shorts becomes the top of your funnel and a revenue stream.
Simple. Scalable. Transparent.
For creators, it means real income potential.
For advertisers? It means more motivated creators pumping out quality contentāaka more monetized Shorts to run ads in.
2. ā TikTok ban rumors are still a thing (and creators are paying attention)
TikTok bans have gone from āconspiracy theoryā to āactually happening.ā
First, it was U.S. government devices. Then entire states started banning the app on school and public networks. Now, just months after signing an executive order to push back the TikTok ban deadline, President Donald Trump has hinted at developments regarding the platform's sale.
Whether or not that happens is anyoneās guessābut creators arenāt too happy waiting to find out.
Theyāre hedging their bets by doubling down on YouTube Shorts.
And YouTube made it easy: In October 2024, they increased the max length of Shorts to 3 minutes, giving creators even more flexibility to tell better storiesāwithout sacrificing attention or risking content bans.
You get TikTok-style content freedom, minus the geopolitical drama.
Thatās good news for advertisers looking to tell better stories in short formāwithout worrying about platform volatility.
3. š Built-in audience (Thanks, YouTube algorithm)
YouTube is more than just a video platform.
Itās the second-biggest search engine on the planetāand a recommendation algorithm that wants you to succeed (if you play the game right).
Shorts tap directly into that ecosystem.
Post a Short, and it can surface on:
The Shorts feed
Homepage recommendations
Trending sections
Search results
AND as teasers before your long-form videos
Itās not just a viral roulette!
Itās a content engine that connects your short-form clips to your full channel, your community tab, your playlists, your livesā¦ You get the idea.
Compare that to TikTok, where a viral post might bring you 500K views andā¦ thatās it. No long tail, no follow-up, no ecosystem to plug into.
On YouTube, one Short can lead people into your entire world.
Creators love that reach. Advertisers love the exposure!
4. š Youāre reaching new audiences (that actually buy stuff)
TikTok is great if youāre targeting teens.
But what if youāre trying to build a business, sell products, or attract brand partners with a budget?
You need eyeballs with buying power!
YouTubeās core demographic skews olderāespecially in the 25ā34 age range.
These viewers are:
More likely to make purchases
More loyal to creators
More interested in depth, context, and storytelling
Most likely, with more disposable income
Better alignment for DTC/eCommerce offers
Prone to better attention spans
For anyone selling merch, launching courses, or partnering with ecomm brands, this shift is huge. Youāre no longer stuck trying to convince a 14-year-old to buy a $97 product.
Youāre speaking to people with credit cardsāand curiosity.
5. š¤¦āāļø Creators are tired of playing TikTokās game
Hereās something youāll hear if you talk to enough creators:
āTikTok just keeps changing everything.ā
From algorithm updates to shadowbans to weird restrictions on what can and canāt be monetized, creators are constantly trying to keep up.
Hereās one of the many examples of peopleās complaints:
Itās exhaustingāand unstable.
YouTube isnāt perfect, but itās consistent - its rules are clearer, and their monetization path is established. And with Googleās backing, theyāre playing a much longer game.
Shorts is just one piece of that puzzleābut itās a powerful one. Especially now that creators can post 3-minute clips, test storytelling formats, and funnel viewers to longer videos, email lists, and paid offers.
Youāre no longer renting an audienceāyouāre building a brand.
All of this means more quality content inventory for advertisers like you to tap into. No more rolling the dice on TikTok's next algorithm mood swing!
So... What does all this mean for direct response advertisers?
As more monetized content floods the Shorts feed, the opportunity for direct response advertisers is only going to grow:
ā
More ad inventory
ā
Higher intent viewers
ā
Longer shelf life than TikTok
ā
Better alignment with proven YouTube ad strategies
Want a shortcut?
Here are 3 examples of the top-performing YouTube Shorts ads weāve spotted recently using the VidTao ad spy tool - tested, scaling, and swipeable:
1. Podcast-style, AI-driven ad that challenges traditional language learning
Key takeaways from this ad:
1ļøā£ Contrast hooking formulaā800 hours vs. 135 hours creates instant curiosity.
2ļøā£ Competitor take-downāCalls out Duolingo-style apps as ineffective distractions.
3ļøā£ āOnly oneā positioningāFrames JumpSpeak as the only app with real conversation practice.
4ļøā£ Scientific credibilityāMentions National Training Laboratories for legitimacy.
5ļøā£ Risk reversalāA 100-day trial removes buying hesitation.
2. Founder-led, brain Health Mushroom Ad
Key takeaways from this ad:
1ļøā£ Founder-led authorityāPaul Stamets isnāt just an expert, heās the founder, which makes the endorsement feel authentic and high-trust.
2ļøā£ Curiosity-driven messagingāāSmart mushroomā creates intrigue and boosts shareability.
3ļøā£ Minimalist but powerful science claimsāāSupports neurogenesisā feels legitimate without over-explaining.
4ļøā£ Longevity framingāSubtly makes Lionās Mane feel essential for aging.
5ļøā£ Soft CTA approachāInstead of pushing a sale, the ad lets curiosity drive action.
3. Doctor-led, credibility-driven ad for sleep upgrade
Key takeaways from this ad:
1ļøā£ Expert-led storytelling builds instant trustāDr. Maxfieldās presence elevates product credibility.
2ļøā£ Sensory demonstration makes it feel realāThe cheek rub + pillow test creates desire through visuals.
3ļøā£ Science-backed benefits turn luxury into necessityāSilk isnāt just soft, itās better for your skin & hair.
4ļøā£ No hard CTA neededādesire drives actionāInstead of āBuy Now,ā the ad lets curiosity do the work.
5ļøā£ Blends organic content style with direct response strategiesāMaking it feel authentic but persuasive.
And thatās a wrap!
If you want to keep an eye on what top advertisers are doing with YouTube Shortsācheck out the VidTao blog, where weāre breaking down winning content and strategies every Tuesday in our ā2 Shorts Tuesdayā series - donāt miss out!
We hope you find this useful, keep rocking & have a great week! š
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![]() | Kristina Jovanovic, Social Media Manager & Content Writer Fascinated by human behavior, Kristina graduated with a degree in Psychology and joined our agency to put her knowledge to good use as a Media Buyer. She later transitioned into her current role, where she draws on her knowledge of the human psyche and marketing strategy, as well as hands-on experience in creative development and media buying at Inceptly to share useful insights with our readers. |
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