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Why creators are switching from TikTok to YouTube Shorts (and why that matters for DR advertisers) šŸ‘€

PLUS: 3 examples of direct response advertisers already cashing in on this shift

Ad inventory on YouTube Shorts is explodingā€”and it's only just getting started.

Why? Because creators are flocking to Shorts in 2024.

Not just chasing views but chasing revenue. And that shift is great news for direct response advertisers!

More creators means:

Author:
Kristina Jovanovic,
Social Media Manager & Content Writer

šŸ‘‰ More monetized, ad-friendly content
šŸ‘‰ More premium inventory to run against
šŸ‘‰ A more stable ecosystem (with Googleā€™s backing) to scale inside

And if you want a peek at what top advertisers are already doing to crush it on Shorts - weā€™ve got you.

At the end of this article, weā€™ll share 3 of the best-performing Shorts ads running right now (yes, theyā€™re 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, letā€™s break down whatā€™s driving this shiftā€”and why itā€™s opening up a golden window of opportunity for DR marketers who act fast.

1. šŸ’° YouTube is actually sharing ad revenue now

Letā€™s be real: TikTokā€™s monetization system has always beenā€¦ fuzzy.

Between the Creator Fund (with shrinking payouts) and their new ā€œCreator Rewards Programā€ (which only applies to super viral videos), most creators end up confusedā€”and underpaid.

But YouTube took notes!

In 2024, they rolled out a much more creator-friendly model for Shorts:

Hereā€™s the simplified version of how it works:

  1. Pool ā€“ Ads run between Shorts, and the total revenue is pooled.

  2. Calculate ā€“ YouTube splits that pool based on watch time from monetizing creators.

  3. Distribute ā€“ Your ā€œshare of the shareā€ is calculated based on your video views.

  4. 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 contentā€”without 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 contentā€”aka 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 ā€œconspiracy theoryā€ to ā€œactually 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 anyoneā€™s guessā€”but creators arenā€™t too happy waiting to find out.

Theyā€™re 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 storiesā€”without sacrificing attention or risking content bans.

You get TikTok-style content freedom, minus the geopolitical drama.

Thatā€™s good news for advertisers looking to tell better stories in short formā€”without worrying about platform volatility.

3. šŸ“ˆ Built-in audience (Thanks, YouTube algorithm)

YouTube is more than just a video platform. 

Itā€™s the second-biggest search engine on the planetā€”and 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

Itā€™s not just a viral roulette!

Itā€™s 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€¦ thatā€™s 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. šŸ†• Youā€™re reaching new audiences (that actually buy stuff)

TikTok is great if youā€™re targeting teens.

But what if youā€™re trying to build a business, sell products, or attract brand partners with a budget? 

You need eyeballs with buying power!

YouTubeā€™s core demographic skews olderā€”especially in the 25ā€“34 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. Youā€™re no longer stuck trying to convince a 14-year-old to buy a $97 product.

Youā€™re speaking to people with credit cardsā€”and curiosity.

5. šŸ¤¦ā€ā™‚ļø Creators are tired of playing TikTokā€™s game

Hereā€™s something youā€™ll hear if you talk to enough creators:

ā€œTikTok just keeps changing everything.ā€

From algorithm updates to shadowbans to weird restrictions on what can and canā€™t be monetized, creators are constantly trying to keep up.

Hereā€™s one of the many examples of peopleā€™s complaints: 

Itā€™s exhaustingā€”and unstable.

YouTube isnā€™t perfect, but itā€™s consistent - its rules are clearer, and their monetization path is established. And with Googleā€™s backing, theyā€™re playing a much longer game.

Shorts is just one piece of that puzzleā€”but itā€™s 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.

Youā€™re no longer renting an audienceā€”youā€™re 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:

 āœ… More ad inventory
 āœ… Higher intent viewers
 āœ… Longer shelf life than TikTok
 āœ… Better alignment with proven YouTube ad strategies


Want a shortcut?

Here are 3 examples of the top-performing YouTube Shorts ads weā€™ve 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:

  • 1ļøāƒ£ Contrast hooking formulaā€”800 hours vs. 135 hours creates instant curiosity.

  • 2ļøāƒ£ Competitor take-downā€”Calls out Duolingo-style apps as ineffective distractions.

  • 3ļøāƒ£ ā€œOnly oneā€ positioningā€”Frames JumpSpeak as the only app with real conversation practice.

  • 4ļøāƒ£ Scientific credibilityā€”Mentions National Training Laboratories for legitimacy.

  • 5ļøāƒ£ Risk reversalā€”A 100-day trial removes buying hesitation.

2. Founder-led, brain Health Mushroom Ad 

Key takeaways from this ad:

  • 1ļøāƒ£ Founder-led authorityā€”Paul Stamets isnā€™t just an expert, heā€™s the founder, which makes the endorsement feel authentic and high-trust.

  • 2ļøāƒ£ Curiosity-driven messagingā€”ā€œSmart mushroomā€ creates intrigue and boosts shareability.

  • 3ļøāƒ£ Minimalist but powerful science claimsā€”ā€œSupports neurogenesisā€ feels legitimate without over-explaining.

  • 4ļøāƒ£ Longevity framingā€”Subtly makes Lionā€™s Mane feel essential for aging.

  • 5ļøāƒ£ Soft CTA approachā€”Instead of pushing a sale, the ad lets curiosity drive action.

3. Doctor-led, credibility-driven ad for sleep upgrade

Key takeaways from this ad:

  • 1ļøāƒ£ Expert-led storytelling builds instant trustā€”Dr. Maxfieldā€™s presence elevates product credibility.

  • 2ļøāƒ£ Sensory demonstration makes it feel realā€”The cheek rub + pillow test creates desire through visuals.

  • 3ļøāƒ£ Science-backed benefits turn luxury into necessityā€”Silk isnā€™t just soft, itā€™s better for your skin & hair.

  • 4ļøāƒ£ No hard CTA neededā€”desire drives actionā€”Instead of ā€œBuy Now,ā€ the ad lets curiosity do the work.

  • 5ļøāƒ£ Blends organic content style with direct response strategiesā€”Making it feel authentic but persuasive.

And thatā€™s a wrap!

If you want to keep an eye on what top advertisers are doing with YouTube Shortsā€”check out the VidTao blog, where weā€™re breaking down winning content and strategies every Tuesday in our ā€˜2 Shorts Tuesdayā€™ series - donā€™t miss out!

We hope you find this useful, keep rocking & have a great week! šŸš€


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Want to brainstorm with us on new ways to scale your business with YouTube Ads (and other performance video platforms)?

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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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